TOD’S, ABOUT THE DOT Two years communication strategy about the Gommino
VALUES
COMMUNICATION STRATEGY
GOALS
COMFORT
FUNCTION
VERSATILE
HERITAGE
ACCURACY
The shape and the sole of the shoe allow an unequal comfort with the ability to be worn throughout the day.
The gommino was born to unify functionality to style, Although the brand will remain comfortable and functional it has the goal to express a classic yet modern style.
Creating something versatile and functional which could be used by the consumer in different occasions and for long period.
To d ’s h a s a b i g tradition, which continue through the years, since the beginning of the last century
It is a world of authenticity, passion and inherent good taste that remains quintessentially Italian.
VALUES
ABROAD
ITALY
Man: 35-60 y.o. Absolute Luxurer
Man: 25-50 y.o. Experiencer “Luxury is real only when shared”
Woman: 25-50 y.o. Absolute Luxurer “Luxury is my commodity” Classy and Elegant style Live in big cities Traveler Very active, loves golf, horse riding and sailing Exclusivity and Customization Want unique pieces Limited Edition and Capsule Collection
Sporty man Tidy Traveler Shares Moments Sophisticated Classic Woman: 20-40 y.o. Megacititer “World is my city” Tidy Traveler Mum Strong personality Loves Fashion but she wants confort Loves quality
TARGET
Transmit and reinforce the values of the company
GOALS
Create an interaction between craftsmanship and technology
Exclusivity and Fidalization
COMMUNICATION
HOT MAP Find your Tod’s sole
Customization Functionality Comfort Interaction between Craftsmanship and Technology
ENJOY THE EXPERIENCE
APP MyTod’s
MyTOD’S Uniqueness Exclusivity Loyalty Interaction between Craftsmanship and Technology Young Target
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MyTod’s
MyTOD’S
The new Tod’s app creates a different experience to customers, it makes the brand more confidential. This platform is straightly related with a new project of Loyalty based on the Exclusivity. This strategy has to involve people in a fancy way. The main goal is to engage costumers with customization, through this app everyone has the opportunity to personalize and share their items. They can directly buy and receive at home their personalized items.
APP MyTod’s
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Landing Page
APP MyTod’s
MyTOD’S
E-shop Preview collections
Customization
Loyalty
Menu
APP MyTod’s
E-shop men
E-shop women
E-Shop
APP MyTod’s
Preview men
Preview women
Previews
APP MyTod’s Loyalty
Loyalty
Loyalty
MyTod’s
Facebook Banner Illustration
LOYALTY
Relationship between the company and customers Customization Exclusivity Young Target
Inside Tod’s
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3D video projection
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Dark room
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Knowhow about the gommino
Inside Tod’s
Inside Tod’s
Facebook Banner Illustration
EDITORIAL Tod’s with ElleDecor talks about Design
Heritage Authenticity Quality Craftsmanship
Tod’s, in occasion of the main events in design during the 2017, will find expression through a presence as a culture diffusor organizing some events in partnership with Elle and Elle Decor Magazine, in order to achieve a different target, a new world and a new way of thinking. Moreover the world of design and architecture will give a prestigious possibility to grow up in a different field. The main goal of this operation is to transmit and reinforce the value of the company through a completely different strategy.
Elle Decor is published by Hachette Filipacchi Media U.S. Created in 1989, Elle Decor takes interior design to the next level, giving homes life and personality, its a symbol of international styles. The magazine does not only focus on interiors, but architectural structure, travel, dining, and accessories. Elle Decor faces a challenge that some of its designs may be too trendy and too expensive.
Venezia
The curator: Christine Macel
Christine Macel is a French curator. She is the chief curator at the Centre Pompidou since 2000 She is the director of the 2017 Biennale. Â The Board also approved the dates of the 57. International Art Exhibition which will take place from 13 May to 26 November 2017; varnish 10, 11 and 12 May; Opening to the public Saturday, May 13.
Tod’s with ElleDecor talks about Design
Illustration of the Editorial dedicated to the Venice Biennial
Tod’s with ElleDecor talks about Design
Homepage Illustration
CONTEST X ARTIST Timeless
for designers
Heritage Quality Interaction between Craftsmanship and Technology
designers
Timeless
for designers
Homepage Illustration
Summary
Our project started from the analysis of Tod’s, in particular studying its values. Once going deeply through the brand overview, our goals have emerged. The project has been lead by some objectives, like transmitting and reinforcing the values of the company, creating an interaction between craftsmanship and technology and planning a loyalty strategy. The link through the values can be connected to the prefixed goals is an intense two-year communication strategy, based on events and activities, as the one we proposed.
Jacopo and Camilla
3 year course Fashion Communication
Jacopo Buccolini | Camilla Paoletti