A selection of branding, marketing and digital strategy projects developed during my studies at the London College of Fashion and my exchange at RMIT University in Melbourne.
From Clubs to Cappuccinos – Futures & Innovation
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Focus: Trend forecasting, Gen Z consumer behaviour, digital culture, experiential marketing
An exploration of the emerging Morning Social Culture trend, examining how coffee raves and wellness-oriented social experiences are reshaping Gen Z lifestyles. Through trend analysis and netnographic research on TikTok and Instagram, the project investigates how digital communities influence consumer behaviour, social identity and the desire for authentic connections. The study highlights opportunities for brands to engage younger audiences through community-driven experiences, experiential marketing and culturally relevant storytelling.
Pasta Nostra – Social Media Strategy
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Focus: Social media strategy, digital storytelling, hospitality branding
Strategic analysis of Pasta Nostra’s digital presence and customer experience within London’s fast-casual hospitality market. Using frameworks such as SWOT analysis, customer profiling and experiential marketing theory, the project evaluates how social media content, brand identity and in-store atmosphere contribute to audience engagement and brand positioning.
Consumer Behaviour & Psychology – Luxury Fashion Consumption in Florence
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Focus: Consumer psychology, luxury fashion, qualitative research, purchasing behaviour
An exploration of luxury fashion consumption among affluent Baby Boomers in Tuscany, Italy. Through primary research involving wardrobe audits with three participants, the project examines how psychological motivations, cultural values and lifestyle preferences influence purchasing decisions. Drawing on consumer behaviour theories, the study highlights the importance of brand heritage, Italian craftsmanship and personal identity in shaping luxury consumption.
Golden Goose – Brand Strategy Analysis
Focus: Brand positioning, consumer insight, global market strategy
Strategic analysis of Golden Goose’s global positioning and customer experience. Using frameworks such as SWOT, PESTLE and Porter’s Five Forces, the project evaluates how the brand blends Italian craftsmanship with innovation to resonate with Gen Z and Millennial audiences.
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Brandy Melville – Brand Repositioning Strategy
Focus: Inclusive branding, ethical communication, digital innovation
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This project explores how the brand could evolve from exclusivity toward a more inclusive and ethical positioning. Using frameworks such as the 7Ps, SWOT, and PESTLE, the report proposes a one-year transformation strategy focused on inclusive product development, transparent communication, and digital innovation to strengthen relevance with modern consumers.
Ferrari Trento × BVLGARI – Luxury Collaboration Campaign
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Focus: Luxury brand storytelling, influencer strategy, digital campaign design
This project proposes a partnership between Ferrari Trento and BVLGARI, combining Italian luxury heritage with contemporary digital storytelling. The strategy outlines an Instagram-led campaign featuring immersive storytelling, influencer integration, and visual content designed to strengthen emotional connections with a new generation of luxury consumers.
Starbucks Australia – Social Media Strategy
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Focus: Social media engagement, Gen Z audiences, community-driven content
Developed during my exchange at RMIT University, this project analyses Starbucks Australia’s presence on Instagram and TikTok and identifies opportunities to strengthen engagement with Gen Z audiences. The strategy proposes a shift toward community-driven content, user-generated storytelling, and influencer collaborations to transform Starbucks’ digital presence into a more dynamic and culturally relevant brand experience.