Fabiana Filippi

Minimalism in Luxury & Craftsmanship: Creating A Digital Brand Image for an Italian Fashion Franchise in KSA

Project Type
Digital Marketing

Location
Saudi Arabia

Industry
Retail

Project Link

Challenge

Al Afaq is a luxury retail company based in Saudi Arabia, and among their extensive portfolio is Fabiana Filippi, an Italian brand founded on the unique tradition of cashmere in Umbria. Al Afaq brought Fabiana Filippi to Riyadh in hopes of introducing fashion lovers in the kingdom to the simplicity, authenticity and elegance of the brand.

The retail company approached Blue Hat in order to create a digital communication strategy aiming to increase brand awareness, maximize reach, and engage in a two-way conversation that would ultimately build customer trust and loyalty.

Intervention

We commenced the strategy with the discovery phase as we explored different trends and case studies relevant to the industry and the brand. Moving forward, we defined the aims and the brand’s target audience including the extreme personas.

Our team of designers and strategists then developed the communication toolkit that included the graphic guidelines, social media themes, tone of voice, moderation guidelines, publishing times, yearly calendar, influencers collaborations, and finally the ads media planning.

Results

As Fabiana Filippi is known for its cozy minimalism, timeless pieces, and sustainability of processing, the digital communication strategy followed suit. To elevate the account beyond just pictures and videos, we created a visual style that introduced minimal typography and geometric shapes to better convey the brand ethos, and utilized the iconic colors synonymous to the brands’ collections.

For themes, we devised different directions that included informative content, knowledge-sharing, storytelling, boutique vibes and collection showcasing. The aim was to push users to save, share and engage via compelling content and stories showcasing styling tips, various looks and styling moods. We utilized different Instagram features to gather insights and get familiarized with the style of our audience and their taste preferences.