Discover the true essence of Incotex | SLOWEAR INDUSTRY PROJECT

A new project has come to an end for our Master’s students in Fashion Communication & Art Direction! A unique project, in collaboration with SLOWEAR, led by Marco Muggiano, Marketing, Business Development & Communications Director of the brand, together with Carlotta Grilli, PR and Communication Manager.

For the 2023 project, the company decided to inspire a granular communication and editorial project, narrowing down the real essence of a new pair of trousers engineered by Incotex throughout a brand-new storytelling which could leverage every single detail, garment, and accessory defined also by the fine search for materials, constructions, and finishing. A new narrative had to be determined with a view to define and encapsulate Incotex’s brand value and give it a strategic role within the Slowear portfolio. This effort was done at both BtB and BtC levels, engaging, therefore, buyers and consumers at different timings thanks to a variety of communication touchpoints.

Students, followed by Antonio Mancinelli, started to embrace this new world of Incotex and considered its role within Slowear as an umbrella-brand, involving firstly buyers and then potential customers through various proposals and user experiences, starting with store visits (conceived more as gentlemen’s clubs than as sales outlets) to digital marketplaces to social media. Among the many features considered when showcasing Incotex, a crucial role was set on both the outstanding 360° fit (and not just slim-fit or tapered) and the exquisite tailoring. Every aspect of any kind of communication project such as pictures, stories, interviews, texts, videos, events had to be taken into due consideration.

The timing of airing of this project was as crucial as content: starting from a pre-sales campaign (kind of a teasing phase) through the BtB targeted sales campaign and going to the real BtC campaign with apparel already shipped in stores.

Slowear is a family business concept and an Italian lifestyle project born from a long industrial history, which unites four historic Italian fashion brands that share a high level of specialization. Slowear was built on this heritage of product-centered know-how and passion, and promotes a “lasting” fashion concept, characterized by internal and external qualities that make it immune to the passage of time and fleeting trends. This philosophy responds to a need that is becoming more and more urgent in the fashion sector: to spread a more ethical and sustainable consumption model.

Five souls, for a universe of coherent style and a total look with an informal and timeless elegance.