INDEPENDENT FASHION COMMUNICATION PROJECT - PUCCI HOSPITALITY EXTENSION
My final project connects to the trend of luxury fashion brands expanding into the hospitality sector. Due to the demand for innovation of the millennial consumer base this project takes another one of LVMH’s brands into the hospitality industry. Chalet Pucci aims to attract the millennial consumer through a unique après-ski experience, reviving the Pucci brand to its former glory as the brand of the international jet-set. The aim is to provide an authentic and innovative approach that immerses the consumer in a unique experience closely linked to the brand's history, allowing clients to live Pucci's dolce-vita lifestyle.
The proposed strategy for Pucci's first foray into the hotel business includes an exclusive opening event and a guerilla marketing campaign. The project is underpinned by extensive research into the experience economy, with findings highlighting the opportunity for luxury and fashion brands to build deeper consumer relationships through offering brand experiences in addition to their products. It utilises skills in digital design, branding and business strategy.
To see the full project please click the link below:
https://drive.google.com/file/d/1kwGBJD0J_YxW37l63IYbTOiUkVMObOo6/view?usp=sharing
