TRUSSARDI CASA

Trussardi Casa is the brand extention of Trussardi in the design furniture industry. They will launch their first outdoor collection with a special focus on small outdoor spaces. including furniture, accessories and decorative pieces, integrating new patterns and manufacturing techniques.

In this collaborative work we discussed some of the key factors that make up this brand, along with the products that we suggest to be introduced in this new collection. Lastly, we went over the communication strategy that we think will fit best in order for this collection to succeed and accomplish its intended purpose.

BRAND CORE

In the first section of the project the base standpoints of the brand were established and defined.

The mission states the reason a company exists, the value of everything a company does. This states the culture of a com- pany.

Trussardi Casa’s mission was created based on the values and the trajectory of the brand, it was written to set the the perception of the brand as well as its identity.

The vision sets the direction of a brand, and most importantly its desired future.

Trussardi Casa’s vision was written show the brand’s dreams with this new outdoor collection. The vision indicates how this collection will positively affect the brand as a whole.

MISSION KEY WORDS

VISION KEY WORDS

BRAND POSITIONING

For this part chapter, critical aspects that make up the brand positioning were developed and defined, like the buyer personas, target audience and their needs, market and points of differentiation. All this points are important to create the positioning statement which represents a distillation of how the brand will present itself to the wider market. It was constructed by analyzing the best competitors and defining the characteristics that set Trussardi Casa apart from them in order to satisfy the target customers’ needs.

BRAND PERSONALITY

In the third chapter a new personality for Trussardi Casa was defined, one that goes along well with the new collection.

Having a well-defined brand personality helps Trussardi to:

Differentiate the brand from competitors.

Boost the engagement through an emotional connection with the target audience.

Determine marketing strategies by serving as a guide to maintain consistency in all your actions.

PRODUCTS

Looking forward to developing the new Trussardi Casa Outdoor collection, these were the keypoints determined indispensable to create a memorable line.

Selection of colours came from an interpretation of the buyer personas and an analysis of past collections.

Adding interesting textures to the pieces provides incredible value not only visually but the feel of the materials, showcases the detailed selection. The unique weaving techniques demonstrates the elaborate and precise work of the craftmanship that defines the brand.

BRAND COMMUNICATION

The analysis and and decisions previously done, results in the final strategy outcome: the presentation and communication of the Trussardi Casa outdoor collection throught different medias with a clear communication direction and solid events and partnership proposals.

MEDIA USE

Trussardi Casas’ main target audience is compof people raging from 35 to 55. The goal vis to reach a 60% Millenials and 40% Gen X. Trussardi Casa should make use of an intensive social media strategy in order to reach their target through a mobile-first approach.

ART BOOK

To highlight its design, production and manufacturing processes, as well as the materials used, the craftsmanship, the artistry applied, the general concept and inspiration upon which it is built.

PARTNERSHIP AND PHOTOSHOOT

The chosen locations are more “exclusive style” rather than “bold luxury” because represents the perfect Trussardi Casa style. Partenerships and events in these type of places would allow for the products to be seen in use in real-life contexts by those locations’ customers, as well as appreciate their potential combination with products from other brands to give a well rounded/360 experience.