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Storeis

From Fashion Week to Brand Affinity: How to strengthen brand image

Moschino is an Italian fashion house founded by Franco Moschino in Milan in 1983. The brand is part of the Aeffe Group, including Pollini, Alberta Ferretti, and Philosophy di Lorenzo Serafini. Moschino offers ready-to-wear collections for women, men, and children, accessories, eyewear, and fragrances.

The brand is working to strengthen its image within its target market.

 

  • Client
    Moschino
  • Sector
    Luxury Fashion
  • Areas of Expertise
    Marketing & Media, Digital Strategy

1. Goals

The collaboration between Moschino and Storeis began in 2024 and aimed to enhance upper funnel activities to increase brand awareness and visibility. The goal of the project was to implement a consistent strategy focused on:

  • Drive brand affinity and purchase consideration among the target audience through a multi-touchpoint approach
  • Increase the frequency of exposure to advertising messages to improve spontaneous recall and brand awareness
  • Improve website traffic by driving quality sessions

2. Our Approach

Throughout the year, several communication strategies were developed, tailored to the specific audiences targeted by the activity.

To achieve the goals set, we supported the brand through:

  • Awareness campaigns to keep Moschino top-of-mind among the target audience, combined with ongoing consideration campaigns to ensure consistent traffic volumes
  • Use of diversified ADV formats such as single image, video, carousel… to maximize coverage and engagement activities
  • Ongoing performance monitoring and optimization to ensure campaign effectiveness and gather strategic brand insights

To analyze brand perception in September 2024, a Brand Lift Study (BLS) was conducted on Meta in Italy, replicating the same survey conducted in September 2023. The survey was administered to the same target audience to observe the evolution of brand perception over time.

3. Key Wins

After collecting and analyzing the results gathered during the Brand Lift Study, a significant improvement in the perception of Moschino emerged; in fact, there were:

  • +17% positive/neutral responses to the question “What do you think about Moschino?“
  • -41% negative responses to the same question
  • +25% positive/neutral answers to the question “Do you think Moschino is a trendsetter?“
  • -38% negative responses to the same question

Comparing the data with that collected in 2023, there is a significant increase in positive and neutral responses among users exposed to advertising activities. The control group also confirmed this positive trend, which recorded similar results. Strengthening Moschino’s upper funnel activities increases its awareness and visibility, strengthening its positioning within its target market.