Nottingham Trent University Gabriele Rybalko N0750762
CONTENTS Introduction........................................................................9 Brand story..........................................................................12 Distribution........................................................................14 Mission...............................................................................16 Vission................................................................................17 Values................................................................................18 Brand positioning...............................................................19 Brand guidelines................................................................20 - Logo/font................................................................21 - Colours....................................................................22 - Image......................................................................23 - Tone of voice..........................................................24 Products.............................................................................26 Consumer..........................................................................28 Pop-up shops.....................................................................30 Flagship store.....................................................................32 Sustainability......................................................................34 Strategy..............................................................................36 Touch points.......................................................................40 Celebrity choice................................................................44 Communication................................................................45 4
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Ferragni is not a model, she is not an actress, she is not even a traditional celebrity.
She is a BRAND.
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ABOUT Chiara Ferragni, the Italian influencer and entrepreneur, founder of The Blonde Salad online magazine, is the creative director of an exclusive collection of shoes, apparel and accessories. Chiara Ferragni reflects her personality within her collection of vibrant iconic prints of glitter and intricate detailing. The brand is renown for the unique mix of motifs, prints, glitter and patches making its slippers, iPhone cases and backpacks, iconic pieces meant to be worn and collected.
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“I had this idea to build everything around the shoes I used to wear when I was a little girl, I wanted to do cute ballet flats like the kind I remembered.� - Chiara Ferragni
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BRAND STORY
BUT WHERE DID IT ALL BEGIN?
2006 Chiara started posting her first look pictures and selfies on online communities.
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2008 Chiara became popular on image and video hosting website Flickr.
2009 Chiara launched TheBlondeSalad.com as her personal style blog.
2011 An Italian shoe manufacturing company approached Chiara proposing to create a small shoe collection with Ferragni’s name.
2012 Chiara launched her namesake brand - Chiara Ferragni shoe collection.
2013 The Chiara Ferragni Collection was restructured. Chiara featured amongst the most influential people in fashion by BoF 500 list.
2015 Chiara opened the very fist pop-up shop in Selfridges, London.
2017 The very first flagship store in Milan, Italy was opened,
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DISTRIBUTION Chiara Ferragni Collection is now distributed in more than 300 stores around the world such as: Le Bon Marché in Paris, Apropos in Cologne, Breeze Center in Taiwan, Selfridges in London and Level Shoe District in Dubai. The label, opened its first store in Milan last year and plans to expand its network of flagships. “Right now, we have three, but there are going to be 40 to 45 in the next three to four years,” - Andrea Lorini, chief executive officer. Next up on the list are Beijing and Shanghai.
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MISSION “My goal is to create shoes that make feel woman always on point. I try to convey my inspirations and enthusiasm in creating unique pieces with a strong identity for women of this generation.” - Chiara Ferragni
VISION At the moment Chiara Ferragni and the team are working very hard on the new collections of shoes to establish the brand among the fashion system in the near future.
“I want to continue doing what we are doing now, but on a bigger level.” - Chiara Ferragni
FERRAGNI’S NEXT MOVE? Dominating the shoe world! 16
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VALUES The Chiara Ferragni Collection is made of the highest quality of materials, crafted by the skilled and experienced shoe manufacturers in the South of Italy. All of the collection products has a unique, youthful and energetic personality. Aside from that, what makes Chiara Ferragni line so impressive is that she is completely hands-on throughout the whole process, from approving designs to visiting the headquarters in Italy, as well as making factory pit stops each season. Chiara’s approach to her shoe collection is really refreshing and undoubtedly genuine. Chiara Ferragni also believes that her followers’ and fans’ opinions count. The team utilizes the comments made on her accounts about footwear that she is featured for direction on where to take the brand next.
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BRAND POSITIONING Chiara Ferragni collection is a unique bloggers’ namesake brand that operates in the High-End fashion market surrounded by highly esteemed fashion labels. The brand offers boutique quality clothing and accessories that are original and exclusive, both online and in-stores. The company has a strong online presence and community that is very user interactive. Chiara Ferragni Collection has a strong fan base and customer loyalty which was built through Ferragni’s distinct engagement with the millennial market.
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LOGO The brand is famous for its iconic “Flirting” motif. Her gaze, Chiara made it a signature: a witty blue eye crowned with long, slim, black, eyelash is found on her collection products. The description of the mark registered is: the colours black and pale blue are claimed as a feature of the mark. The mark consists of the outline, the eyelash and the pupil in black while the iris is in pale blue.
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BRAND GUIDELINES
The wording “CHIARA FERRAGNI” is in black capital letters. The colour white represents background and/ or transparent areas and is not a part of the mark.
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COLOURS
IMAGE Chiara Ferragni shoe line has a funny and pop soul that plays with iconic elements, trying to create something in which people can recognize themselves. Playful yet stylish collections combine inspirational elements from travels, music, pop culture and contemporary art universe.
Chiara Ferragni Collection consists of pastels as well as bright and vibrant colours with a touch of glitter. The brand use a mixture of colours to represent an energetic and playful, yet girly spirit of the brand. 22
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TONE OF VOICE As Chiara Ferragni is the creative director of the brand, Chiara Ferragni Collection is infused of her voice but also the voice of the generation she serves. Chiara Ferragni has an audience who appreciates clever but at the same time quirky and skittish tone of voice. Brand’s voice seeks to empower, entertain, and engage the ideal customer through a youthful and vibrant style that never holds back. Whether that’s through an email subject line, a blog post, a campaign video or a simple product description, Chiara Ferragni has an incredibly consistent tone of voice - confident but with the sense of irony. Even her lively products seem to speak in an entertaining and playful tone. Therefore, Chiara Ferragni is the go-to brand for every fashion-forward, modern woman who looks for fun, exuberant and stylish footwear and accessories.
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PRODUCTS Chiara Ferragni Collection consists of entire range of products: mainly shoes, but also bags, bomber jackets, swimsuits, iPhone cases, hats and embroidered sweatshirts, as well as an exclusive capsule collections made up of the brand’s best-sellers. The shoe collections are made entirely in Italy, 70% in Puglia and 30% in Veneto and are designed by up-and-coming designers Patrizio Vita, Chiara Capitani and Gilda Ambrosio under Ferragni’s direction. All the products share a number of features, such as glitter, gold detailing. Ferragni’s trademark eye motif features heavily on the collection products, both visibly on many styles but also subtly, in gold on the underside of each pair.
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CI AL SO
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CONSUMER Chiara Ferragni herself perfectly represents the lifestyle of her brand consumer.
Demographic: Age: 20-35 Gender: Female A working young woman that has enough disposable income to spend on higher priced accessories and clothing.
Geographic:
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Psychographic:
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City and urban areas.
Fashion-forward young woman who is aware of emerging trends.
Behavioural: Enjoys shopping online as well as in-stores Engaged in popular culture Social media addict Always in a constant movement.
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POP-UP SHOPS
“My shop truly reflects the fun, festive environment that the Chiara Ferragni Collection is all about. I like how a brand can shape your shopping experience through its retail space.“ 30
- Chiara Ferragni
Chiara Ferragni started building her brand success by opening temporary shops in various locations of the world. To promote her namesake label, Ferragni has hosted pop up stores at Le Bon Marché in Paris, Apropos in Cologne, Breeze Center in Taiwan, Selfridges in London and Level Shoe District in Dubai. One of the most significant events was when in 2016 Chiara Ferragni opened the very first stateside pop-up boutique in one of Los Anegeles’ most desirable luxury shopping locations - The Grove. Selected styles from the Spring 2017 collection were available exclusively at the pop up. 30
FLAGSHIP STORE
The flagship store in Milan recreates the playful pop spirit of the Italian brand. 32
The brands’ Milan location, which opened last summer, is decked out in Ferragni’s signature glitter motif and plays up the concept of “airport life“. The store is over 100 square metres and recreates the typical interior of an airport: from the flight information screen to the baggage conveyor belt used to display the shoes, to the walls covered with holographic clouds which give the impression of being inside an aircraft. The brand’s playful, pop spirit is further highlighted by the glitter-covered mannequins in the shop’s windows. “When I travel, I always post pictures of me and my looks outside the airport. It has become sort of a tradition now, and my followers really relate to that,” - Chiara Ferragni
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SUSTAINABILITY
Chiara Ferragni shoes are 100% Made in ltaly and they are created with genuine leathers and handmade sewing. That can count on the expertise of one of the biggest factories located in the south of ltaly, which is well known to be one of the most important district for shoe high craftsmanship and know how. Not any pieces are outsourced of production outside Italy, which means that the brand only focuses on exploiting local resources. 34
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STRATEGY
Chiara Ferragni Collection X Converse
Chiara Ferragni establishes brands’ position in the market through variety of unique collaborations.
Chiara Ferragni Collection X Ladurée Chiara Ferragni Collection collaborated with Ladurée on a fashion macaron box and flavour. The limited edition was launched during New York fashion Week in 2016 exclusively at Ladurée boutiques. The box that featured brands’ signature eyes and macaron on a pale blue background was inspired by the aesthetics of the Chiara Ferragni Collection, while the pink macaron with a vanilla and strawberry flavour is more inspired by the look of Ferragni’s blog The Blonde Salad. Chiara Ferragni noted that noted the idea was to combine Chiara Ferragni Collection and The Blonde Salad, two sides of her company in the collaboration.
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In 2017 Chiara Ferragni re-styled the classic Chuck Taylor All Star high-top sneakers to release the mini capsule collection in collaboration with Converse. Creating a line of perfectly glittery sneakers has given Converse shoes a fun, feminine upgrade. The sneakers featured iconic Chiara Ferragni Collection eye logo on the side of the shoe, and a glitter stripe along the heel. The limited edition Chiara Ferragni x Converse was designed specifically for Millennials (and Generation Z) and retained the traditional silhouette of the sneakers, as well as materials, the rubber sole and cotton canvas.
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Chiara Ferragni Collection X Evian
Chiara Ferragni Collection X Disney
This year French mineral water brand Evian teamed up with Chiara Ferragni Collection to design its annual collection of limited edition bottles. The new evian® x CHIARA FERRAGNI Limited Edition collection showcases the Italian infuencers’ playful spirit that lies at the heart of her eponymous label. Evian’s moto that states “live young” is clearly expressed through Ferragni’s youthful designs. The new bottles feature the emblematic eye motif that is synonymous with the Chiara Ferragni label, along with four icons created by Ferragni just for Evian: a bottle-crossed heart, a water-infused star, a droplet of pure natural mineral water and star-topped mountains representing the French Alps.
Chiara Ferragni, being a massive Disney fan, partnered with shopDisney on an exclusive shoe collection inspired by Minnie Mouse. The five-piece collection comes in two silhouettes including a mule and a slip-on sneaker which feature luxe fabrics including velvet, suede and patent leather. As for the Disney touch, the shoes have an array of Minnie Mouse-inspired elements, from exaggerated bows to gloved hand vignettes and a heavy dose of crystal embellishments. This isn’t the first time Chiara has collaborated with Disney, as she has released both Mickey Mouse and Maleficent shoes in the past.
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TOUCH POINTS On Chiara Ferragni Collection website there is an exciting innovative area dedicated to brand fans. Those who buy a pair of shoes will receive a ‘thank you card’ with a dedicated hashtag and get the chance to post a photo wearing their Chiara Ferragni Collection shoes. Live Story™ allows to moderate photos and publish them in the dedicated area. Fans become true brand ambassadors and other followers can click on wall photo to purchase the item in overlay. Moreover, the brand integrates followers’ photos into product description page enhancing its effectiveness.
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Home Page
Shoppable Images
Product page
Mood Wall
The home page banner would continuously update, resulting in a constant flow of new inspiration.
A fan can buy an item directly from an Instagram approved image.
The fan images can be grouped and integrated into product page.
The fan images would automatically be aggregated into inspirational mood-board. 43
CELEBRITY CHOICE
COMMUNICATION
Madonna wears Chiara Ferragni Madonna published a selfie on Instagram while wearing a jumper by Chiara Ferragni. Madonna showed off a black hooded sweatshirt profiled by maxi emoticons pearls and with an embroidered logo that he has escaped the most attentive looks.
Lady Gaga wears Chiara Ferragni Lady Gaga was spotted wearing Chiara Ferragni “Fllirting“ sock boots with metallic heels in bronze form the brand new Chiara Ferragni collection.
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In 2017 Chiara Ferragni’s temporary shop was hosted by So-Milano, in the heart of the city. Ferragni met her followers at the opening of the store during Milan fashion week.
Chiara Ferragni tends to engage with her audience in a unique manner - direct communication. Ferragni’s brand team organizes variety of events all over the world, such as Pop-up shop openings, new collection presentations, exhibitions. This kind of events are open to everyone making it more accessible for people to actually meet the persona who stands behind brands’ whimsical designs. Ferragni enjoys interacting with her collection fans in-person, which is what makes the brand stand out in today’s digital and social media focused world. This is the most significant channel the Chiara Ferragni Collection use to reach the young market. Chiara Ferragnis’ heavy involvement in her own brands’ life is a great and valuable proof of what makes a label approachable and at the same time so desirable. 45
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