Business Strategies within the “LIVING MATTER/s” Project
As part of the LIVING MATTER/s project, students from the Undergraduate Program in Fashion Business and Digital Marketing developed a comprehensive retail, buying, marketing, and communication plan under the guidance of professors Carolina Guajana, Chiara Dussini, and Chiara Allegra Moretti.
The project stood out for its professional and innovative approach, culminating in the presentation of a complete strategy that combined market analysis, creative vision, and cutting-edge digital tools.
Strategic Analysis and Brand Positioning Development
The project began with an in-depth analysis of market positioning and target audience—fundamental elements for building an effective, goal-oriented marketing strategy. Students identified market scenarios and contemporary trends in the fashion sector, developing two distinct brand management visions tailored to different consumer needs and brand identities.
“Otium”: The Multibrand Concept Store
Among the most significant proposals emerging from the project was “Otium”, an innovative multibrand concept store.
Otium is conceived as both a physical and digital space where fashion, culture, and leisure converge—a multisensory and experiential environment that interprets consumption as a moment of reflection and pleasure, aligned with the slow and mindful living values of contemporary society.
To support the concept, students also defined a curated buying strategy, selecting collections and outfits designed by their peers from the Fashion Design course that best reflected the project’s positioning and visual identity.
Digital Communication and Artificial Intelligence
The project included a comprehensive digital communication strategy aimed at enhancing the brand’s visibility and authenticity. The students designed:
-
A dedicated website, both functional and visually appealing, to present the event, designers, and their collections through illustrations and photography;
-
A social media editorial plan, focused on engagement and brand storytelling;
-
An original podcast, conceived as a space for in-depth storytelling and creative narration of the collections.
Adding a forward-looking dimension, the students made experimental use of generative artificial intelligence, applying it to the development of creative content, naming, copywriting, and visual concepts—demonstrating an avant-garde approach to communication in the fashion system.
A High-Impact Educational and Creative Experience
The business and marketing project developed within LIVING MATTER/s stands as a virtuous example of applied and multidisciplinary education, where strategy and creativity find a concrete and innovative balance.
This experience allowed students to engage with real-world scenarios and professional tools, laying the foundation for future careers in the fields of fashion and digital marketing.
Renderings and images credits: Alessandro Gualea – @alegualea
