FBT Graduate Showcase 2026

Fashion Project: Stone Island Strategic Development Report

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All information presented here is the students opinions based on answering a particular brief.

Team Members:


Georgia Langton
Grace Duxbury
Grace Polston
Alice Hanscomb

Keywords

  • Expand
  • Enhance
  • Redefine

Summary

Soon after being established in 1982, Stone Island attained a strong association with football hooliganism and has since faced difficulty in altering this perception. After being acquired by the Moncler Group in 2018, repositioning Stone Island within the ‘new vision of luxury’ has been identified as a goal. The implementation of four market development strategies will support this focus by expanding the target audience, enhancing its product portfolio, subsequently redefining the brand image. This will strengthen the brand’s presence in the luxury market, providing incremental change to its overall image.