Luxury brand study & strategizing: The state of Emilio Pucci in 2021
Luxury communications were part of our sixth-semester studies and I loved every minute of it. It felt very relevant to me as I would like to pursue a career in the luxury market and this was the perfect way to learn all about it.
This subject was taught by Ms Trishita Khanderia under whose guidance I was able to thrive. Through fifteen weeks of lectures and learning new concepts, I felt challenged and compelled to improve myself constantly.
The project I think best defines my skills in this field is one in which we had to plan a campaign for a luxury brand.
The brief was to divide our process into three stages:
1. Research and exploration
2. Ideation
3. Creative outcome
This was a lengthy project and thus, we had four weeks to work on it. The brand I chose was Emilio Pucci.
My thought process behind this was to pay respect to the iconic heritage brand which seems to have lost the relevance it once had.
As for the aesthetic for the project, I followed one motto: go groovy or go home.
This subject was taught by Ms Trishita Khanderia under whose guidance I was able to thrive. Through fifteen weeks of lectures and learning new concepts, I felt challenged and compelled to improve myself constantly.
The project I think best defines my skills in this field is one in which we had to plan a campaign for a luxury brand.
The brief was to divide our process into three stages:
1. Research and exploration
2. Ideation
3. Creative outcome
This was a lengthy project and thus, we had four weeks to work on it. The brand I chose was Emilio Pucci.
My thought process behind this was to pay respect to the iconic heritage brand which seems to have lost the relevance it once had.
As for the aesthetic for the project, I followed one motto: go groovy or go home.
Because I had more than enough time to complete this assignment, I did in-depth research on the brand. This included the following:
1. In-depth study on the heritage and brand history.
2. The brand over the years
3. Business analysis
4. Marketing analysis
5. Branding study
6. Retail analysis
1. In-depth study on the heritage and brand history.
2. The brand over the years
3. Business analysis
4. Marketing analysis
5. Branding study
6. Retail analysis
The story of Pucci told through a timeline.
From left to right: Pucci campaign Fall Winter 2016, Client profile (artwork), Brand archetype
I would like to focus on the creative outcome, so I will not get into the research here.
My creative outcome was influenced by a research study we conducted for a different subject. In this research, we found that consumers have higher expectations when buying luxury. These expectations were defined by us as a need for customization. This was the basic idea behind my campaign.
My creative outcome was influenced by a research study we conducted for a different subject. In this research, we found that consumers have higher expectations when buying luxury. These expectations were defined by us as a need for customization. This was the basic idea behind my campaign.
From left to right: word map & mood board
Through my research, I was able to conclude that Pucci has lost the relevance they once enjoyed and the reason behind this could be their lack of use of technology.
Luxury brands are always working towards updating their communication strategy to appeal to the younger generation. My campaign concept was aimed at the same.
The campaign was titled “Being Pucci”. The essence of the campaign was that clients would be able to sketch up any print of their choice and Pucci would translate that into a scarf or a kaftan.
The concept note reads:
“While flipping through this month’s top fashion magazines, you find a blank page. When you turn it around a message reads “#BeingPucci Treat this page as your canvas. Design a print and take it to your nearest Emilio Pucci flagship. We will turn it into a scarf or kaftan”
The same will also be made available through Instagram stories.
My plan also involved celebrity endorsements from people I deemed perfect for the brand. This included:
1. Millie Bobby Brown
2. Zendaya
3. Sophia Lillis
4. Maitreyi Ramakrishnan
5. Iris Apfel
6. Harry Styles
Additionally, I also created a social media plan for the campaign which mapped out a whole month of Pucci goodness.
Luxury brands are always working towards updating their communication strategy to appeal to the younger generation. My campaign concept was aimed at the same.
The campaign was titled “Being Pucci”. The essence of the campaign was that clients would be able to sketch up any print of their choice and Pucci would translate that into a scarf or a kaftan.
The concept note reads:
“While flipping through this month’s top fashion magazines, you find a blank page. When you turn it around a message reads “#BeingPucci Treat this page as your canvas. Design a print and take it to your nearest Emilio Pucci flagship. We will turn it into a scarf or kaftan”
The same will also be made available through Instagram stories.
My plan also involved celebrity endorsements from people I deemed perfect for the brand. This included:
1. Millie Bobby Brown
2. Zendaya
3. Sophia Lillis
4. Maitreyi Ramakrishnan
5. Iris Apfel
6. Harry Styles
Additionally, I also created a social media plan for the campaign which mapped out a whole month of Pucci goodness.
Artwork for celebrity endorsements.
Final post mock-ups for Instagram story.
To really bring this concept to life, I created a few mock social media templates and asked a few of my friends to design prints according to their choice. I presented these prints as part of my final outcome.
To close, this project was an important one and there was no way I was going to mess it up. Thankfully, my mentor appreciated my efforts and liked the campaign concept. I too was pleased with the outcome and have since worked on Pucci again. This time to create a business expansion plan to maximise sales and brand awareness, but that’s a story for another time.
To close, this project was an important one and there was no way I was going to mess it up. Thankfully, my mentor appreciated my efforts and liked the campaign concept. I too was pleased with the outcome and have since worked on Pucci again. This time to create a business expansion plan to maximise sales and brand awareness, but that’s a story for another time.
Important note: To protect my work, I have only included certain parts of my research. This project is only to highlight my skill set.
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