NEW CREW : CARACTERE & ELENA MIRO
25.12.2019.
CARACTERE
VISION
Brand relaunch, evolving from a more formal/office or special occasions wear to a new original and classy style for daily wear.
POSITIONING
Young metropolitan woman, professional or manager, fully dedicated to her job where she puts energies and dedications.
She spends her little free time in reading, visiting galleries, listening to concerts, meeting friends out for dinner.
CORE TARGET
Adult Woman 30 – 40 years of age
BRAND PERSONALITY
Originality, style, emotion, Feminine Surprise Classy.
Play ground: culture.
Tone of voice: refined and emotional.
PRODUCT BENEFIT
Caractère offers a collection of refined clothes and accessories, contemporary and daily wear, always surprising with unexpected combinations and materials.
REASON WHY
Caractère, according to its Italian “savoir faire” design, always proposes colours and prints.
ELENA MIRO
VISION
We help curvy women to feel beautiful and confident in any occasion by enhancing the uniqueness of each body shape.
POSITIONING
Elena Mirò is the Italian pretàporter brand for curvy women.
CORE TARGET
Adult woman (40ies up).
SOCIODEMOGRAPHIC PROFILE
Adult women, educated, with a good spending power: Madame and Respectable.
MINDSET
I am very concerned about my look and I really care to show the young part of me (that is how I feel myself) and I am ready to pay for it.
DNA/VALUES
Expertise, inclusiveness, premium-ness, femininity, Italian taste
BRAND PERSONALITY
Refined, positive, inclusive