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All information presented here is the students opinions based on answering a particular brief.
Team Members:
Luca Neil
Bonnie Fitzgerald
Nathan Faulkner
Devin Medina
Keywords
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Revitalise
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Innovate
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Ethics
Summary
Fenty Fashion House was a joint venture between LVMH and Rihanna in 2019. Throughout their lifetime, the brand was criticised for a forgettable brand aesthetic that was not true to Rihanna’s personal style, thus lacking authenticity. In combination with unethical practices and missed opportunities to utilise social channels, they shut down after a very short time in 2021. This project proposes a resurgence strategy, targeting omnichannel Gen Z consumers through multiple touchpoints including an app, promotional magazine and a flagship store. This paired alongside guerilla marketing tactics will effectively relaunch the brand to their new target demographic.