FALCONERI INDUSTRY PROJECT | BA FASHION business

We are pleased to announce the conclusion of the Industry Project in collaboration with Falconeri, carried out by the third year Undergraduate Course in Fashion Business. The final projects were presented to Retail Brand Manager Falconeri, Giulia, HR Talent Acquisition Specialist Oniverse, and Elisa, HR Manager Falconeri.

The project, entitled ‘Luxury, Excellence, and Proximity for the New Generation’, explored how to evolve the concept of luxury and high quality to engage the Y and Z generations. Students started by analyzing the insights provided during the lessons, focusing on identifying, consolidating and sharing brand values through various marketing and communication strategies. Understanding the unique characteristics of these generational groups was key to creating a project that effectively connected them to the Falconeri brand and its creative ecosystem.

The students imagined new paths, collaborations, communication projects and retail marketing strategies in line with the sensibilities and priorities of these younger generations. Potential outcomes of the project include event planning, open calls, collaborations, capsule collections, retail development projects and communication strategies to shape the future of Falconeri with these new audiences. Identifying trends and content for these target groups to be conveyed in-store was essential, as the shop remains a key channel for attracting new customers and achieving the project objectives.

Key questions addressed were the value of luxury for these generations, the meaning of exclusivity or inclusivity today, the importance of quality for a 25 or 18 year old, and the expectations these generations have from a fashion brand like Falconeri.