The project aimed to craft a distinctive communication strategy for GEDI Gruppo Editoriale, leveraging emerging industry trends and tapping into consumers’ preferences and aspirations for the luxury clothing brand Fay Archive. The goal was to create an original and captivating campaign that resonated with the target audience, highlighting the brand’s unique identity and allure.
During the Marketing Communication and New Media Language course at LUISS Guido Carli, I had the fortune of collaborating with GEDI Comunicazione, the leading media company in Italy with a daily audience of over 5 million users. Together with my team, we had the opportunity to create a communication campaign for the clothing brand “Fay Archive.” This clothing line stands out for its unique combination of American workwear and Italian manufacturing excellence.
Our task was to develop a communication strategy that highlighted the distinctive identity of Fay Archive and captured the attention of the target audience. One of the peculiar features of this line was the absence of traditional influencer marketing. Instead, Fay Archive relied on special individuals called “testers.” These individuals carried out unique and interesting jobs in remote areas of the world and were dressed in Fay Archive’s clothing.
We started our work by conducting in-depth research on Fay Archive’s target audience, analyzing consumption trends in the clothing sector, and studying communication strategies adopted by competitors. This phase allowed us to gain a clear overview of the context in which we operated.
Subsequently, we developed a communication campaign based on the engaging narration of Fay Archive’s “testers.”