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strategy

a new direction of Bottega Veneta. with the world moving towards a more transparent approach to communication and information through the media. maintaining the labels sophistication and discreet, authentic approach

I got inspired by the idea of a Bottega Veneta that is stripped back and honest fashion brand, a way of being inclusive, in a distinct manner 

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about real human connection, individualization, and honesty

raw sophisticated creative expression 

mood

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authentic fashion

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what does authentic fashion mean? 

ability to connect to all consumers 

keep tone and voice consistent and contemporary 

 

Gen z is increasingly rejecting staged and meticulously curated content posts. labels are now more likely to find increased engagement in candid and authentic content. 71% of Gen z will stay loyal to a brand they trust even if they have made a mistake.

more in vocal and communicative with Bottega Veneta's roots, and brand essence 

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objectives

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be able to move Bottega Veneta to a younger audience, an audience that values learning, authentic sophisticated brand content. tying Bottega Veneta to its roots yet with a very edgy approach. attracting Gen z audience

the vision and mission is to launch Bottega Veneta to the forefront of fashion and capture Gen Z audience, where in 3 years the brand will have reached a sweet spot between authentic and aspirational fashion. and thread the needle between real and curated content. 

values

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lighthearted : boundless : honest

f/w : 2024-2025

The Venetian Stranger

inspired by a persona that encompasses the identity of Bottega Veneta, the strategy is to create a visual of the brands roots and message. That being of expressing a raw look within the brand and create the image of an ideal customer persona that people could relate and gravitate towards too

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message 

Bottega Veneta wants to rid the brand of hierarchy, and the aspirational glam fashion approach. moving more towards an fashion that is aspirational in its ability to be relatable and connect to its audience yet maintain the level of elegancy and sophistication Bottega Veneta has always adhered to. 

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audience

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refined - edgy - light toned - serious

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tone of voice

 

 

conceptual : luxury : nostalgic

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