Objective:
Bring back the modern spirit of the #1 luxury cashmere brand to give it an edge over key competitors Brunello Cucinelli and Hermes.
My brand audit identified the biggest opportunities in the luxury space and how Loro Piana could appeal to emerging audiences, capitalizing its DNA. I used those insights to crystalize the essence of the brand and crafted a positioning that paired the immaculate elegance with a more modern, less serious take on luxury.
Result:
Laid groundwork for a revenue increase from $574 Million in 2017 to $690 million in 2018.
