Cortana
IED Barcelona – Students: Victoria Avila, Ariadna Cots, Caterina Scarpa, Aitana Risco
Academic year
2024
Strategic communication plan for a premium fashion brand, with the aim of strengthening its positioning and increasing its global visibility.
The brand’s strengths being craftsmanship, sustainability and its emotional connection with customers, and defining its target in three key segments: The Elegant, The Eco-Conscious and The Glamorous Sustainable — all united by values of authenticity, exclusivity and responsibility — the students propose a range of actions.
Among the initiatives, Cortana Experience stands out; a concept of pop-ups in the main European capitals, designed to internationalise the brand through collaborative events with local agencies. Additionally, the Cortana Privilege loyalty programme is presented, which rewards customer loyalty with exclusive benefits.
A key action is Cortana Gallery, an annual collaboration with artists whose works will be exhibited in our stores. This action will transform the spaces into temporary galleries and will include exclusive events to amplify its impact, connecting fashion and art in a unique way.
The plan also includes digital strategies based on micro-influencers, KOLs and aspirational influencers, to create authentic and aspirational content. In addition, the development of diversified branded content for social networks is proposed, with a focus on craftsmanship, sustainability and creative collaborations, building a community committed to the brand’s values.
With these strategies, the students consolidate Cortana as a leader in premium responsible fashion, strengthening its emotional connection with customers and its global presence.
