La Perla Relaunch Campaign
This project aims to achieve this marketing and management objective for La Perla to be consistent with its luxurious and sexy brand image and to adapt to the contemporary world to embrace inclusivity. After conducting extensive research and analysis, we propose a new initiative specifically targeting the Chinese Millennials, striving to achieve in the broader consumer group with a strengthened regional performance. “Moments of Sexy Empowerment” is an omnichannel marketing campaign outlining a comprehensive plan to relaunch La Perla in China. It leverages the brand’s competitive advantages and brand heritage to create a sensational effect. The project will give in-depth analysis and detailed descriptions in the research process, positioning strategies, communication mix, budgeting, and tracking of the campaign.
Sector: Luxury Lingerie
Geographical Context: Global, Mainland China
Time: 2020.8
Key Words: Luxury, Branding, Luxury Marketing, Brand Building, Growth, Market Expansion, Geographic Intensification, Business Strategy, Luxury Concept, China, Lingerie, Luxury Fashion, Pop-up Store, Chinese Millennial.
Team: Angie Wu, Chang Sun
La Perla Relaunch Campaign is a course project for FASH 763 Fashion Promotion at SCAD (2020).