Fashion Branding & Consumer Experience 2019/2020

(Romana Andò, Fabio Corsini)

Group Project Guidelines

The overall project is meant to combine together moments of individual research and moments of
group research.

Task 1
The first step of the project is monitoring the Mediascape of your Country. We are asking you to
analyze types of media of communication used, form of media consumption, and also how media
are used by your country. You can work on this part individually or in groups of students coming
from the same country. All these materials will be released in order to use them as a frame for the
second task.

Task 2
The second part of the project, for which it is important to work on multicultural groups (combining
together students coming from different nationalities) is an analysis of an existing fashion brand
(the brands selection has to be completed by November 27). Please take into consideration that
fashion is not only about garments but it could encompass many different other aspects such as
accessories, fragrances, luxury lifestyle brands etc. Students are required to organize themselves in
groups of 5 members.

Part 1
Students will have to collaboratively analyze the fashion brand identity (Kapferer’s prism and
mission and vision model) plus a detailed examination of the image.
The analysis of the identity must include:

- PoP (points of parity) and PoD (points of difference) with at least 3 other brands (competitors)
- mission and vision
- brand value propositions
- brand DNA (such as core and extended identity)
- Kapferer’s prism analyzed in detail

Part 2
After identifying these elements each student has to analyze the brand image focusing on

- the analysis of the different components such as symbol/visuals, products, organization,

personality.
- the analysis of transmedia branding strategies (i.e, the multi-channel communication mix used by
the brand within each student specific Country (according to the groups composition). You have to
analyze in detail each channel of communication (say/do/show) used by the brand.

Part 3
The last part of the project will be dedicated to the analysis of the consumers perception of the same
brand within different Countries. Each student will collaborate in a mini-survey (the short
questionnaire will be collectively developed and discussed during the lessons with your teachers).
The questionnaire will be delivered on Google Modules and each student has to share it among
his/her networks, interviewing at least 20 people (20 being the minum required for each member of
the group) specifically targeted - 5 people (or more) for each target group 13-18; 19-25; 25-40; 40-
60. The research aims at discovering differences and similarities in terms of brands imagery,
meanings, value within diverse contexts and according to (potential) different communication
strategies.

Report and Final presentations will take place starting from January 22, according to the
exams’ session schedule on Infostud
At least 3 days before the date chosen for discussing the project, students will have to deliver via e-
mail to both (romana.ando@uniroma1.it and fabio.corsini@uniroma1.it) a report of at least 15
pages that include information related to the presentation of brand image and brand identity. As for
the part related to the analysis of the media context and media consumption practices and for the
image of the brand it will be particularly important to include also the methodology that was applied
as well as the findings of your research. Each group has to prepare a short power point presentation
(no more than 10 slides) for a speech of maximum 15 minutes. As a further instruction remember
that since the presentation is going to be part of your final grade, each member of the group will
have to present a part of the work (2/3 slides each).