Branded: 10 CORSO COMO
Repositioning 10 Corso Como for a New Era: A Collaborative Master's Project
This project details our exploration of brand repositioning strategies for 10 Corso Como, the renowned Milanese concept store, undertaken as part of a group project during our Master's program in Luxury Brand Management.
The Challenge:
The luxury landscape is constantly evolving, and established brands like 10 Corso Como must adapt to resonate with new generations of consumers. Our collaborative project focused on developing strategies to reposition the brand towards millennial and Gen Z audiences, known for their digital-first mindsets and evolving values.
Our Approach:
Through a collaborative research and analysis effort, we developed a comprehensive understanding of millennial and Gen Z consumer behavior, values, and media consumption habits. This research informed the creation of a creative strategy aimed at:
Enhancing the Digital Presence: Leveraging social media platforms and influencer marketing to create engaging content that resonates with younger audiences.
Curating Experiences: Developing interactive events and workshops that foster a sense of community and brand loyalty.
Embracing Sustainability: Highlighting 10 Corso Como's commitment to ethical sourcing and responsible practices, which aligns with the values of younger generations.
Understanding 10 Corso Como:
10 Corso Como has long been a pioneer in luxury retail, blending art, fashion, design, and dining into a unique cultural experience. However, to remain relevant, the brand needed to find ways to connect with a new generation of luxury consumers.
Outcomes and Impact:
This project provided valuable insights into the challenges and opportunities of repositioning a luxury brand for the future. The proposed strategies aimed to bridge the gap between 10 Corso Como's rich heritage and the evolving preferences of millennial and Gen Z consumers.
