Luxury & Brand Management M.F.A

Led consumer insights research and brand strategy for Loro Piana's entry into the luxury activewear market. Identified a critical gap in the brand's ability to engage contemporary consumers despite the quiet luxury movement, positioning performance-wear as a strategic gateway to younger demographics while preserving the brand's ultra-luxe heritage.

Developed an integrated marketing campaign centered on experiential events as the primary touchpoint to reinforce brand exclusivity and foster meaningful consumer relationships. Created supporting social media content and out-of-home advertising to drive brand awareness and stimulate organic engagement across digital platforms.

Conducted primary and secondary research to validate market demand for premium activewear and inform product positioning. The campaign strategy balanced Loro Piana's traditional craftsmanship narrative with a modern, versatile brand identity that aligns with CEO Damien Bertrand's vision for contemporary growth.