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This report presents an in-depth brand analysis of Golden Goose, focusing on its global positioning, customer experience, and strategic growth potential. Through detailed frameworks such as PESTLE, SWOT, Porter’s Five Forces, and the Ansoff Matrix, the research explores how Golden Goose blends Italian craftsmanship with innovation to resonate with Gen Z and Millennial audiences worldwide. Combining primary and secondary research, it critically evaluates the brand’s sustainability initiatives, retail strategies, and market adaptability. The work demonstrates advanced insight into fashion branding and offers strategic recommendations for future development, making it a strong example of first-class academic research.
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This project was developed as part of my Principles of Fashion Marketing module at the London College of Fashion. The report critically explores how Brandy Melville, a brand once known for exclusivity, can reposition itself through an inclusive marketing strategy. By applying models such as the 7Ps, SWOT, PESTLE, and Ansoff Matrix, I proposed a year-long brand transformation plan focused on ethical communication, inclusive product development, and digital innovation. This work reflects my passion for building strategic, purpose-driven brands that align with contemporary consumer values such as diversity, sustainability, and authenticity.
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As part of my academic journey in luxury and lifestyle marketing, I developed a strategic digital marketing campaign envisioning a high-end collaboration between Ferrari Trento and BVLGARI. This conceptual project reimagines the union of two iconic Italian brands, one rooted in fine jewelry, the other in sparkling wine, through an immersive and aspirational Instagram Story campaign.The report outlines a data-informed, visually-driven content plan designed to elevate both brand narratives in the digital space, blending BVLGARI’s sensual elegance with Ferrari Trento’s celebratory heritage. The campaign leverages storytelling, influencer integration, and luxury aesthetics to forge emotional connections with a new generation of digital luxury consumers.
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Developed during my exchange at RMIT University for the Social Media Communication course, this project presents a multi-platform strategy for Starbucks Australia, focused on Instagram and TikTok. Building on a comprehensive social media audit, it identifies opportunities to transform Starbucks’ polished yet static digital presence into a more engaging, community-driven experience.
The strategy introduces data-informed recommendations centred on user-generated content, influencer collaborations, and trend-led storytelling. Grounded in academic theory and industry best practices, the campaign positions Starbucks as a culturally relevant and socially conscious brand, resonating with Gen Z and Millennial audiences in Australia’s vibrant coffee landscape.