Charlotte Tilbury
Charlotte Tilbury
A comprehensive brand analysis was conducted on Charlotte Tilbury, a leading non-fashion beauty brand recognised for its luxurious, vintage-inspired aesthetic and empowering approach to beauty. The research focused on consumer behaviour, market positioning, and product insights to inform the development of a strategic capsule collection.Key findings highlighted the brand's strong emotional connection with its audience - individuals who value glamour, confidence, and self-expression. Through competitor analysis and market trend evaluation, opportunities were identified for Charlotte Tilbury to expand beyond beauty into fashion.The outcome was a concept for a capsule collection that translates the brand’s signature identity into wearable pieces. Designed to reflect the sensuality, elegance, and timeless appeal of the Charlotte Tilbury world, the collection offers a natural and cohesive extension into the fashion space while staying true to its core values and visual language.
Ferragamo
Ferragamo
Salvatore Ferragamo’s recent rebrand was researched through in-depth internal and external analyses, including the Business Model Canvas, McKinsey’s 7S Model, and the PESTEL framework, to assess the brand’s current positioning within the evolving luxury fashion landscape. A comprehensive SWOT analysis was developed to identify key strengths, weaknesses, opportunities, and threats, which informed a refined strategic positioning that bridges the brand’s rich heritage with its modern aspirations under new creative direction. Building on these insights, an advisory report was created, proposing a future-proof business model centred on sustainability, digital innovation, and Gen Z engagement. The report also included a detailed implementation plan and financial justification, outlining projected revenues, cost structures, and return on investment to ensure both strategic relevance and economic viability.
