EVERYDAY BAG LIFE COMMUNICATION STRATEGY
Thesis by: Giulia Gori Lyubina Stamenova
INDEX
ANALYSIS
PROPOSAL
CONCLUSION
EVERYDAY BAG LIFE
INDEX
ANALYSIS THE BRAND THE MARKET
PROPOSAL
CONCLUSION
EVERYDAY BAG LIFE
THE BRAND
THE BRIDGE
MADE IN TUSCANY
CRAFTSMANSHIP
TRADITION
EVERYDAY BAG LIFE
THE MARKET
MADE IN ITALY
STRENGHTS EXPANSION
COMMUNITY ACTIVITY
SPECIFICATION
UPDATED
OFFLINE
GLOBALIZATION
OPPORTUNITIES
WORLDWIDE
PUBLICITY
STORES
IDENTITY
WEAKNESSES
STORYTELLING
BRAND REPUTATION
COMPETITIVE MARKET
CONSTANT CHANGING
PERSONALIZATION
CUSTOMERS
CONNECTING PEOPLE G-LOCAL MOOD
THREATS
PROMOTIONAL MATERIAL BEHAVIOUR
ACCESS
QUALITY PRODUCTS
HIGH STANDARDS
CONSISTENCY
VALUES
DIFFERENTIATION STRATEGY INTEGRITY ONLINE MILESTONES
SOCIAL MEDIA
TUSCAN VALUES
PROMOTION
E-COMMERCE
EXPERIENCE
PURCHASE
MARKET
EUROPEAN LEATHER MATERIAL
EUROPEAN HIDES
INTERACTION
WEBSITE
APPRECIATE
COMMUNICATION
CHANGING
EVERYDAY BAG LIFE
CONCEPT
CONTRAST
TRADITION
HERITAGE
/
/
/
BALANCE
INNOVATION
NEW GENERATIONS
EVERYDAY BAG LIFE
OUR TARGET
UP TO DATE
QUALITY SEEKER
FUTURE EXPLORER
MULTITASKING
EVERYDAY BAG LIFE
LOGO SUGGESTION SEPARATE LOGO UTILIZATION
TRADITIONAL COLLECTIONS & CARRY OVERS
SEASONALS & CAPSULE COLLECTIONS
Clear identity | Recognizable | Heritage
Contemporary | Young target | Fresh
EVERYDAY BAG LIFE
APP
The Bridge
• INTERACTION
• ENGAGEMENT
• ADDED VALUE
EVERYDAY BAG LIFE
APP HOME
• ADV CAMPAIGN
• BUTTONS
• SECTIONS
EVERYDAY BAG LIFE
APP HOME
EVERYDAY BAG LIFE
APP WEEKLY REWARD
POP UP
• AFFILIATION
• BRAND AWARENESS
• R.O.I
EVERYDAY BAG LIFE
APP COMMUNITY
• INTERACTION
• CONNECTION
• EXCLUSIVITY
EVERYDAY BAG LIFE
APP COMMUNITY
EVERYDAY BAG LIFE
APP BROCHURE
EVERYDAY BAG LIFE
APP ONLINE SHOP & STORE LOCATOR
EVERYDAY BAG LIFE
“It’s not just a bag, it’s my life inside!”