FURLA

CASE STUDY

CHALLENGE

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.

OUR WORK

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.

RESULTS

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.

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