Brand Reinvention: FERRAGAMO
Brand Reinvention
This project explored the reinvention of Ferragamo as a culturally relevant luxury house for a new generation of consumers. The strategy focused on reconnecting the brand's heritage of Italian craftsmanship, innovation, and artistic storytelling with Gen Z through contemporary marketing, immersive experiences, and modern product design.
The project included a complete brand revival strategy, consumer and competitor analysis, merchandising direction, marketing concepts, a reimagined shopping bag, and an original campaign video created to modernize Ferragamo's visual identity.
Use the arrows to move through the presentation. To explore the full strategy and creative development, open the process book.
My Role
Developed with a teammate. I led the brand research, tracing Ferragamo’s family legacy and analysing the causes of its decline, and built the revival plan from that analysis. I also mapped the competitive landscape, developed the artist collaboration within the marketing strategy, designed the new shopping bag concept, and created the brand video tracing Ferragamo’s heritage, decline, and revival.