Furla was a recognized brand in the French market but its image was a little tired, not contemporary or desirable. Our brief was to re-launch the brand and make sure it had a cool, contemporary Italian and accessible lifestyle positioning. In addition to repositioning the brand, we were challenged to help raise its profile in the business press and to create inspiring events.
Through a targeted media relations and influencer campaign – as well as careful sample selection – we set to work repositioning Furla as a ‘must-have’ Italian brand within the contemporary, accessible luxury market. We also undertook a corporate communications media relations program, seeking to reach the business and financial communities.
We generated support from key editors and influencers, including important fashion bloggers, and generated numerous on-target media impressions. Our corporate communications media relations program also achieved impactful business stories. Today Furla has expanded and opened new stores in France and is a key player within the accessible luxury market for accessories. It has posted double-digit growth in France, as well as in international markets.