To turn around Cortefiel, a Spanish fashion brands which, despite changes already applied to its collections,was still perceived as a stagnated and aged fashion brand.
Give the brand a younger touch and prove it has indeed changed by…
Positioning it as a brand that celebrates real people who inspire all of us.
Turning it into a value content generator transforming its catalogue into a real magazing and creating special actions to gain impact and interest from the target audience: concerts in store windows, young artists exhibitions, book signings, yoga sessions, etc.
Including a subtle sense of humor in its communication tone.
Each season is based in a concept representing values from both Cortefiel and real people (sometimes a little known to the audience, sometimes not so) who have become social models for everyone:
Fall-winter, 2012-13: ‘Brave people’.
Spring-summer 2013: ‘Talented people’.
Fall-winter, 2013-14: ‘People who pave the way’.
Spring- summer 2014: ‘Loving what they do I’.
Fall-winter 2014-15: ‘Loving what they do II’.
Magazine covers, inside pages and print ads
+17.85 % in market share.
+ 16 % of client expenditure in women’s collection.
+2.4 % of client expenditure in men’s collection.
+94.12 % in penetration rate among women aged 30-39.
+ 57.69 % in penetration rate among men aged 30-39.
90.1 % of the target see brand image improvement.
+21.1 % in brand perceived as “dynamic and up to date”.
* Data from the ‘Brave people’ season compared to results from the fall-winter 2011-12 season.