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, to create inspiring events and to support its artistic programme around the Fondazione Furla by creating visibility and awareness for its Furla Series launched in the fall of 2017.
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, underscored by their substantial cultural activities around the Fondazione Furla. The latter has included exhibitions of works by Christian Marclay, Haugue Yang and Nairy Baghramian. 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. Furla has expanded and opened new stores internationally, developed its licensing agreements and refined its profile through its involvement in the art foundation. It is today well established as a key player within the accessible luxury market for accessories and has posted double-digit growth in France, as well as in international markets.