Case HistoryJuly 2010

CONTEXT

In 2004, Calceviva Design Studio was founded in Martina Franca by the stylist Bruno Simeone and the engineer Daniele Del Genio.

Martina Franca is a town situated in the region ofApulia, the heel of Italy. The town boasts a strongtradition in handcraft textile and in the tailoringindustry, especially for coats.

CALCEVIVA derives its naming from the quicklime,a compound of water and lime used to whitewashtipical rocky houses: TRULLI.

Rossorame is a luxury fashion brand designed byBruno Simeone and produced by Calceviva designStudio, since 2006.

HISTORYIn 2006, Rossorame was conceived like a knitwearproduct with a middle market price. In 2010, theproduct has been a completly restyle and repositioned by the founders of Calceviva Design Studio.The new approach was luxury market, both for International and domestic clients.

BRAND IDENTITY

Rossorame F/W 2006

Rossorame SS 2008

Repositioning: Rossorame F/W 2010-11

Rossorame SS 2011

ROSSORAME WOMAN

ROSSORAME WOMAN

Target age: 30/40 years old

Personality: sophisticated, sensual, self-confident, cultivated

WHAT FOUNDERS OF CALCEVIVA DESIGN STUDIO NEED:

• Analysis and definition of the new Rossorame brand identity

• Web Strategy

• New contents

• Visibility

SWOT ANALYSIS

STRENGHTS

•Uniqueness of the Rossorame conceptthanks to the context where it was born•Strong team spirit•Openness to new opportunities

WEAKNESSES

• Limited budget•Short time to plan•Only a retail store

OPPORTUNITIES

•to take advantage of hautecouture market and authenticity of Made in Italy•To use the potentiality of the web 2.0 promoting the brand image and spreading the brand reputation

THREATS

•Hand-crafted competitors both in the regional and the national context•Luxury brand known in the international market for the surplus value of Made in Italy

GOALS - CONTENTS• To create a brand storytelling after an interview with Bruno Simeone,Rossorame stylist

•To create contents for the concept of the F/W 2010-11 collection and fora press kit

• To value competitors for:

Product

Presence on the social web (blog, social networks)

Emotional storytelling

Importance of country’s origin

•To create brand awareness and customer engagement through the social web

SOCIAL WEB STRATEGY

Goals

•To stimulate word of mouth (buzz) and online conversation around the brand

•To build online brand reputation

•To inform customers about product

•To create brand awareness

SOCIAL WEB STRATEGY

CONTENTS FOR A PRESS KIT KEY WORDS FOR SMO (social mediaoptimization)

WORDPRESS BLOGTONE OF VOICE: elegance of the language and images

coherence with the brand identity

SOCIAL WEB STRATEGY

Blog sectionsInspirationsSketchsStill-lifeNews

Sharing buttons

SOCIAL WEB STRATEGY

OPPORTUNITIES

Identify web stakeholders:

•Fashion editors•Fashion journalist•Fashion blogger•E-commerce buyers•Fashion retailers•International agents•Film productions services

PUBLICATIONS

• A case study Rossorame has been published in the book “Beyond CRM. Customer• experience in the Digital Era. Strategies, best practices, scenarios in Fashion and Luxury. Coordinator and co-author Michela Ornati. Edited by Franco Angeli, 2011

www.oltreilcrm.com

Interviews about the book

Les Cahiers Fashion Marketinghttp://bit.ly/yge89b

Womarketing by Andrea Colaiannihttp://bit.ly/y3aiMu

Ninja Marketinghttp://bit.ly/yrgqrW

THANK YOU

Stefania Zizzistezizzi@hotmail.it