As part of the LIVING MATTER/s project, students from the Bachelor’s program in Fashion Business and Digital Marketing developed a comprehensive strategy covering retail, buying, marketing, and communication, under the guidance of lecturers Carolina Guajana, Chiara Dussini, and Chiara Allegra Moretti. The project stood out for its professional and innovative approach, culminating in a complete strategy that combined market analysis, creative vision, and cutting-edge digital tools.
Strategic Analysis and Positioning Development
The project journey began with an in-depth analysis of brand positioning and target audience, essential elements for building an effective and well-targeted marketing strategy. The students identified key market scenarios and emerging trends in the fashion industry, developing two brand management concepts, each reflecting different consumer needs and brand identities.
“Otium”: The Multibrand Concept Store
Among the most significant outcomes of the project is “Otium”, an innovative multibrand concept store. Otium is conceived as both a physical and digital space where fashion, culture, and leisure converge—an experiential hub that redefines consumption as a moment of reflection and pleasure, aligned with the slow and conscious values of contemporary living. To support the concept, students also designed a curated buying strategy, selecting collections and outfits from their peers in the Fashion Design program that best aligned with Otium’s positioning and visual identity.
Digital Communication and Artificial Intelligence
The project integrated a comprehensive digital communication strategy, designed to enhance the brand’s visibility and authenticity. Key deliverables included:
- a dedicated website, both functional and visually engaging, to showcase the event, designers, and their collections through illustrations and photography;
- a social media editorial plan, focused on engagement and brand storytelling;
- an original podcast, envisioned as a channel for in-depth storytelling to bring the collections to life in a compelling way.
Adding a highly contemporary edge to the project was the experimental use of generative artificial intelligence, employed to develop creative content, naming, copywriting, and visual concepts—highlighting a forward-thinking approach to communication within the fashion system.
A High-Impact Learning and Design Experience
The business and marketing project developed within LIVING MATTER/s serves as a strong example of applied and multidisciplinary learning, where strategy and creativity come together in a concrete and innovative balance. It offered students the opportunity to work on real-world scenarios using professional tools, laying the groundwork for future careers in the fashion and digital marketing industries.
Credits render: Alessandro Gualea – @alegualea
