Cortefiel – Repositioning

Cortefiel is a Spanish fashion brand which in 2011, despite changes already applied to its collections, was still perceived as stagnated and aged.

We turned it around by positioning it as a brand that celebrates real, inspiring people, by making it a generator of content and sprinkling some subtle, elegant sense of humor.

The result was a content first approach that turned the catalogue into a paper and digital magazine which introduced real people who had become social models (sometimes known to the audience, sometimes not so much). The strategy was completed with a range of activities to activate each campaign: concerts in store windows, young artists exhibitions, in-store yoga sessiones, etc.

This strategy expanded through 5 seasons, each with its own theme focus: ‘Brave people’, ‘Talented people’, ‘People who pave the way’, ‘Loving what they do I’ and ‘Loving what they do II’.

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