{"id":12721,"date":"2025-07-10T15:49:38","date_gmt":"2025-07-10T13:49:38","guid":{"rendered":"https:\/\/www.ferrarifashionschool.it\/?p=12721"},"modified":"2025-09-29T16:00:33","modified_gmt":"2025-09-29T14:00:33","slug":"business-strategies-in-the-living-matter-s-project","status":"publish","type":"post","link":"http:\/\/63.177.148.153\/en\/business-strategies-in-the-living-matter-s-project\/","title":{"rendered":"Business Strategies in the \u201cLIVING MATTER\/s\u201d Project"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]As part of the LIVING MATTER\/s<\/a> <\/strong>project, students from the Bachelor\u2019s program in Fashion Business and Digital Marketing<\/strong> developed a comprehensive strategy covering retail, buying, marketing, and communication, under the guidance of lecturers Carolina Guajana, Chiara Dussini, and Chiara Allegra Moretti<\/strong>. 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.<\/p>\n

Strategic Analysis and Positioning Development<\/h2>\n

The project journey began with an in-depth analysis of brand positioning and target audience,<\/strong> 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.<\/strong><\/p>\n

\u201cOtium\u201d: The Multibrand Concept Store<\/h2>\n

Among the most significant outcomes of the project is \u201cOtium\u201d<\/strong>, an innovative multibrand concept store. Otium is conceived as both a physical and digital space where fashion, culture, and leisure converge\u2014<\/strong>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\u2019s positioning and visual identity.<\/strong><\/p>\n

Digital Communication and Artificial Intelligence<\/h2>\n

The project integrated a comprehensive digital communication strategy,<\/strong> designed to enhance the brand\u2019s visibility and authenticity. Key deliverables included:<\/p>\n

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  • a dedicated website,<\/strong> both functional and visually engaging, to showcase the event, designers, and their collections through illustrations and photography;<\/li>\n
  • a social media editorial plan,<\/strong> focused on engagement and brand storytelling;<\/li>\n
  • an original podcast,<\/strong> envisioned as a channel for in-depth storytelling to bring the collections to life in a compelling way.<\/li>\n<\/ul>\n

    Adding a highly contemporary edge to the project was the experimental use of generative artificial intelligence,<\/strong> employed to develop creative content, naming, copywriting, and visual concepts\u2014highlighting a forward-thinking approach to communication within the fashion system.<\/p>\n

    A High-Impact Learning and Design Experience<\/h2>\n

    The business and marketing project developed within LIVING MATTER\/s<\/strong> serves as a strong example of applied and multidisciplinary learning,<\/strong> 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.<\/p>\n

    Credits render: Alessandro Gualea – @alegualea<\/strong>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]