Fashion Marketing & Brand Management

Prof. Francesca Romana Rinaldi

LIU JO: BRAND ANALYSIS

HISTORY & MILESTONES 3

STYLISTIC IDENTITY 5

RETAIL IDENTITY 8

IMAGE IDENTITY 12

IDEAL TARGET 14

REAL TARGET 15

BRAND POSITIONING 16

19
SWOT ANALYSIS
TEAM
CONCLUSIONS & SUGGESTIONS 20
ALESSANDRA BRAZZALE
23 SAGARIKA AMETA
SITOGRAPHY
LAURA ANGIUS
CAMILLE BARROIS
 2000-2006 2008 2009-2010
HISTORY THE ORIGINS OF
MULTIBRANDING: FROM
BOTTOM-UP’S TELEVISED
REVOLUTION AND THE
INTERNATIONAL
EXPANSION, LICENSING

& MILESTONES
LIU JO ACCESSORIES TO ADVENT OF LIU JO SHOES CONTROL AND FOCUS
THE FIRST FEW LICENSES ON ICONIC BAGS

Liu Jo’s style project evolves into a The iconic Bottom-up Collection By Liu The consolidation of the Italian distribution
genuine total look, the natural Jo was launched with an Innovative network is continuing together with their
development of a brand designed integrated communication campaign, significant brand internationalization
to enhance femininity, in all its in the year of the men’s jeans line strategy, strengthened by the
forms. These years see the birth of debut. The collection rationalization incorporation of Liu Jo Asia Pacific and by
Liu Jo Accessories, the little girl, process aimed at creating a full and the development of directly-managed

1995
man and Ajay collections, and the comprehensive lifestyle brand went branches in Benelux, Poland, Spain,
first few licenses: Liu Jo Baby, Liu Jo also through the creation of the Liu Jo Germany, Russia and the Czech Republic.
Luxury, Liu Jo Underwear and Shoes line. The company’s growth includes the
Beachwear, Liu Jo Casa. centralization of parallel activities through
the acquisition of the Underwear and
THE BEGINNING Beachwear licenses. The offer of an
increasingly extensive and functional range
Carpi, Italy’s top knitwear industrial of products has been confirmed with the
cluster, is where Liu Jo was born of TV debut of the Accessories line, with the
Marco and Vannis Marchi’s vision. The first two exclusive campaign entirely
launch of the Liu Jo and Liu Jeans dedicated to the launch of the first It Bag.
collections marks the beginning of the
brand’s growth in Italy, at first through
the multi-brand channel and later in
directly operated stores both in
domestic and foreign markets.
3
2011-2013 2016-2017 2018-2019
KATE MOSS BECOMES LIU JO’S ALLURE, FEMININITY AND EMPOWERMENT AND SELF-
MUSE AND OPENS THE EMPATHY, FROM THE EXPRESSION MERT & MARCUS
FLAGSHIP STORE IN MILAN #VICEVERSA AND SHOOT THE NEW
#STRONGTOGETHER #GLAMOURIZING CAMPAIGN
Liu Jo selected Kate Moss as its new style
CAMPAIGNS TO THE
ambassador. The British top model 2018 is the year of #Expressyourself
inaugurated the brand's new flagship EVOLUTION OF THE BOTTOM- campaign, with Antonia Petkovic, Candela
store in Corso Vittorio Emanuele, Milan. UP CONCEPT Pelizza and Julia Restoin Roitfeld. This
2013 has been the year of the launch of contemporary, encouraging and positive
the multichannel website, integrated with Liu Jo marks a revolution in the perspective has been optimized by the
a 24/7 e-commerce platform for the communication strategy. Karlie Kloss and #Glamourizing advertising campaign as
worldwide sales of Liu Jo products. The Jourdan Dunn, world-famous fashion the symbol of a new era focused on deep
debut of the new Liu Jo Fragrances and icons and real-life friends, tell the many self-expression, both emotionally and
Liu Jo Eyewear lines marked the start of sides of the Brand’s feminine allure and aesthetically. The hyperrealistic lens of
new and prestigious partnerships with versatility in the iconic #viceversa and Mert&Marcus have painted a sensual
Perfume Holding and Marchon Eyewear. #strongtogether campaigns. For the charming of Anna Ewers, who features in
the two 2019 #Glamourizing campaigns.
SS17 campaign the brand choose
Martha Hunt and Jasmine Tookes, super
models and best female friends. The
power of women’s complicity reaches its

2014-2015 peak.

2020
DREE HEMINGWAY IS LIU JO’S
NEW MUSE. THE NEW BOTTOM-UP LIU JO CELEBRATES 25 YEARS WITH
TV COMMERCIAL CELEBRATES KENDALL JENNER AS MUSE FOR
THE CONCEPT OF UNIQUENESS THE #BORNIN1995 CAMPAIGN
4
STYLISTIC IDENTITY
SYMBOLS & FABRICS

5
 S/S 2020

WOMENSWEAR

EVERYDAY EVERYWHERE
EASY GLAMOUR
URBAN CHIC

PALETTE

6
 S/S 2019

FABRICS
Natural yarns: viscose / cotton
denim, leather
Presence of: silk, georgette

LINES
Classic and clean with a modern twist S/S 2018
Ruches, volant, plisse give
a twist to clothes
Strikling without excess

SHAPES
Boxy
A - line using tulle
Striped, floral, animalier
prints

7
RETAIL IDENTITY
DIRECT CHANNEL
FLAGSHIP STORE Adress: Corso Vittorio Emanuele II, 30
Year: 2019
Area: 400 sqm
Floors: Three
CONCEPT
Liu Jo’s new concept, Contemporary Romance, is unveiled in a world premiere in Milan through a fresh
and distinctive atmosphere. An elegant environment with attention to every detail designed by the
Christopher Ward studio of Reggio Emilia is home to the new LIU•JO flagship store featuring windows
overlooking Corso Vittorio Emanuele II.

FEATURES

Tom Dixon’s furniture, suspension lamps, armchair seats and light-coloured carpeting welcome the customer
in a “Home feeling” space that relaxes them. A maxi metal cage emphasizes the visual continuity between the
entrance and the first floor, while at the bottom a backlit window acts as a large window. The design
alternates ‘industrial’ references and polished surfaces, traditional materials and high-tech experimentation,
cold colors and warm nuances. The communication between products is expressed in the “Virtual Stylist”
that winks at the customer, suggesting combinations, alternative proposals, themes and new ways for
informed shopping.
8
 MATERIALS
Glass, light parquet, wood, plastic,
white marble, fake marble, gold
lacquered metal, velvet round sofas,
velvet round carpet, led spotlights,
circular led chandeliers, led screens
and purple led lettering.

PALETTE

IMAGE
Clean, young and easy chic.

STYLE
Contemporary, modern and sparkling
with the right attention to detail.

9
DIRECT CHANNEL OFFLINE INDIRECT CHANNEL OFFLINE
46 Retail Stores in Italy including Flagship store, Self- ITALY
standing store and Shop in shop, 43 Retails Stores in Emea
(Europe, the Middle East and Africa) 2520 Wholesale  and 108 Franchising

LOCATIONS WORLDWIDE DIFFUSION

Metropolitan city centers and city commercial centers Emea with 2393 Wholesale and 162 Franchising.
Far East, Oceania: 9 Wholesale and 51 Franchising
STYLE Americas: 1 Wholesale and 1 Franchising
Technology and innovation combined with a
Presence in exclusive department stores
contemporary style and industrial references 10
DIRECT CHANNEL ONLINE INDIRECT CHANNEL ONLINE
The Official site is minimal, clear and easy to use, is The brand can be found in many of the major
well maintained and complete. The most used colours e-tailing full- price, like Farfetch, Zalando
are: black, white, grey and the font is Sans Serif. The
young and fresh atmosphere of the shops is also well E-TAILING OFF-PRICE
recalled in the E-flagship store.
Yoox
Privalia

11
IMAGE IDENTITY MAGNETIC CHARM
TOP MODELS AND INTERNATIONALLY FAMOUS ICONS

EASY GLAM

PINK EFFORTLESS
FLOWER AS SYMBOL FEMININITY 12
 ADV CAMPAIGNS

#BORNIN1995 BETTER DENIM CAMPAIGN GLAMOURISING, THE FILM

Liu Jo celebrates 25 years with Kendall For the 2019 advertising campaign The sensual, brave and confident Anna
Jenner, icon of the current advertising dedicated to the new eco-sustainable Ewers with the little black lace dress, is
campaign  and  spokesperson for the line, the lens of photographers the solo focus of Mert & Marcus. The
most authentic side of contemporary Mert&Marcus has immortalized the 2018 adv campaign is a celebration of
glamour. The concept thus establishes muse Anna Ewers. An atmosphere glamour, portrayed in an energetic
a valuable connection, inaugurated relaxed with a peaceful music, suggest succession of poses and glances. A game
with a sneak-peek celebratory t-shirt a natural but sensual glam, animated of seduction to affirm the brand DNA,
with the stand-out printed statement by green graphics. with a palette of black, white and pink.
“Born in 1995”. Youthful glamour with The style is minimal yet impactful, quick
a fresh feminine. Rich use of flowers moving frames with electro beats suggest
and pink. modernity and contemporaneity.
13
IDEAL TARGET
Liu Jo is transverse and ageless. It
fascinates girls but also dresses women
who want pleasure.  

- MARCO MARCHI

The ideal target of the Company is a fashionable woman between

25-50 years old. She follows new trends and loves to combine
special and extravagant accessories with modest clothes, suitable
for the daily routine.

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REAL TARGET
GIRL
The Liu Jo girl belongs to the generation
of Millennials. She's a sunny, confident
and fresh person who never gives up an
aperitif with her friends after a class at
the university. She's very active on social
networks and keeps herself updated
about fashion through instagram and
online blogs.

WOMAN
The Liu Jo woman is an elegant, modern
and open-minded Boomer. She's a
middle classed woman, who leads an
active lifestyle: works in a law firm as a
secretary and she loves to practice
pilates. She's careful about her
appearances and hence wants to buy
good quality products and be prepared
for every occasion.

15
 PRODUCT
CATEGORY

Woman long cocktail dress, sleveless

Mid to high price range

SS20 collection

E-Flagship store
16
 EXCLUSIVE

FASHIONABLE CLASSIC

ACCESSIBLE 17
WHY A
DRESS?
With a dress a woman doesn't need much else to complete
her look. Thanks to this garment we thought we could best
highlight one of Liu Jo's greatest strenghts: the Total Look.

18
STRENGHTS WEAKNESS
Good quality fabrics Brand image closely tagged to competitors
Great value for money Lack of spending on adv. campaigns can
Fully vertically integrated with a have an effect on the future
wide range of products Poor adv of the lines : Man, Junior and baby
Global internationalization strategy and Living
Designed and styled in Italy
Powerful adv campaigns

SWOT
OPPORTUNITIES ANALYSIS THREATS

Global market penetration with an

expansion in Europe, USA, Russia and the
Middle East market The spread of fast fashion

Improve their environment friendly policy Economic changes after COVID-19

Implementing the Premium line Change in consumer preferences

Collaborate with stronger brand

Promote the Liu Jo Living Collection inside
the most important Liu Jo Flagship stores

19
 Woman (25-50 y/o) relaxed, glamorous and
trendy. She wears clothes that make her feel
confident and feminine

25 years of
experience
Italian heritage
worldiwide diffusion

STYLISTIC IDENTITY RETAIL IDENTITY IMAGE IDENTITY

Contemporary Romance Declaration of femininity, timeless

Sophisticated and fashionable
expressed through a fresh and modernity and sensuality through
style. Good quality products that
distinctive atmosphere in an muses with a strong personality.
can be worn for every occasion.
elegant environment.

20
CONCLUSIONS
& SUGGESTIONS
COMMUNITY BUILDING

Following the analysis of the brand identity there was a general consistency between the various
categories. Over the years, Liu Jo has made of integrated verticalization his strong point, investing a
lot in advertising. However are advertising campaigns enough to maintain a good position in the
market?
Building a meaningful and strong bond with viewers and consumers alike on social media, in
particular Instagram, has become a huge factor in how the audience perceives a brand & building
brand identity. Liu Jo can benefit by adapting its Instagram profile to a more 360° experience and
moving from traditional communication techniques focusing on polished advertising campaigns and
direct advertising for brand & products to an indirect and contemporary approach.

Including and incorporating the audience into the Instagram and communication world of Liu Jo by
using hashtags to connect with the community, talking and sharing beliefs and stories directly to the
people as if they are one of the tribe can help build a close relationship with them.

More raw and instantaneous content which does not directly promote a product, something aligned
with current situations. For example there isn’t any mention or conversation about life during
Coronavirus on Liu Jo’s Instagram page. Using Emotion to make the content reach People.

21
 RESHAPING BRAND AND BUSINESS POST COVID-19
Post the lockdown, major economic struggles for fashion companies will arise. Following are the changes that can help Liu Jo to thrive
amidst the low economic reality:

 Reshape and rethink : Design, Production and other sectors in business. Eg: Season-less Design.

Moving from waste producing business models to purpose driven, sustainable fashion.

Digital Acceleration, discounting, corporate innovation and brand consolidation.

Collaboration with other fashion companies, including competitors.(sharing strategies, data, insights to navigate through the
storm).

Innovative tools and strategies to mitigate damage impact & adapt to new consumer shifts.

Producing Personal protective equipment (PPE): Even after the lockdown is over, the fear is going to remain among the consumers,
Here are some designers making masks to help with the shortfall- Chanel, Christian Siriano, Prada, Kering.

Engage and experiment with immersive technologies. Virtual clothing, virtual catwalks and virtual showrooms for a digital fashion.

Reducing Range : Smaller collections featuring more SKUs of trans seasonal pieces.(Predicted by Catherine Broome, Executive
Search, Luxury and Fashion at Odgers Berndtson).

Branding: Consumers are watching and deciding on which brands align with their social, political and spiritual world views.

Reduce, Repair:  “More people may realise we don't need new fashion and apparel as much. This movement had already begun,
but the coronavirus may amplify it” Says Kate Larsen, a former Burberry executive and founder of social enterprise advisory
SupplyEsChange.  The rise of resale, and companies like Levi’s and Nudie Jeans that have been integrating repair into growing
business models for years, and Burberry, which has always repaired its trench coats.
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