Challenge

As part of our experiential learning in Luxury and Retail NYC Immersion MBA core course at NYU Stern, I was challenged to solve Ferragamo’s sought in a research-driven, culturally resonant approach to strengthening its social impact narrative in the U.S. market; one that would authentically reflect the brand’s heritage while responding to evolving American luxury consumer expectations around sustainability, gender equity, and social responsibility. The challenge was to translate abstract values and global initiatives into a cohesive, compelling strategy that felt credible, differentiated, and emotionally relevant to U.S. audiences, without diluting Ferragamo’s legacy or aesthetic codes.

Solution

I led the strategic synthesis, narrative development, and final client-facing presentation for our prong of the project, focused on Ferragamo’s global social impact strategy and U.S. market resonance. Drawing from extensive primary and secondary research including U.S. luxury consumer psychographics, global trend signals, brand heritage analysis, and sustainability benchmarks, I designed a unified marketing and impact framework titled Ferragamo Forever.

My work translated research into a clear value proposition and strategic storyline that connected Ferragamo’s legacy of craftsmanship, femininity, and innovation with contemporary themes of circularity, continuity, and long-term social impact. I developed and designed the final deck presented to the client, shaping the overarching narrative, visual system, and strategic logic across sections including market context, consumer insights, competitive mapping, partnership evaluation frameworks, and activation concepts.

Strategic Storytelling and Executive-Level Presentation

I translated complex, cross-disciplinary research into a clear, persuasive narrative designed for senior client stakeholders. This included structuring the end-to-end story- from business context and consumer insight to strategic recommendation and execution by ensuring logical flow, credibility, and emotional resonance. I was responsible for aligning disparate inputs into a single, cohesive point of view, articulating Ferragamo’s opportunity space in the U.S. through a narrative lens that balanced strategy, brand, and culture.

I led the creative direction and design of the final client deliverable, developing a cohesive visual system rooted in Ferragamo’s heritage while signaling modernity and sustainability. This work included moodboarding, iconography, layout systems, and refined mockups that integrated core brand codes such as the Gancini, archival references, and material symbolism.

Visually and conceptually, I anchored the strategy in Ferragamo’s brand DNA by reinterpreting the Gancini as an infinity motif—representing heritage in action, continuity, and circularity. I designed consistent, future-facing assets aligned with Ferragamo’s typography and color palette (including Ferragamo red), and translated the strategy into tangible applications across partnerships, packaging, experiential installations, and communications.

The result was a cohesive, research-backed narrative that elevated the strategic message through visual storytelling and bridged brand, design, and business strategy with actionable impact.

Market Research, Cross-Industry and Cultural Analysis

I applied cross-industry thinking by synthesizing insights from luxury fashion, sustainability, geopolitics (soft power indices), consumer culture, and supply chain transparency to inform partnership strategy and market positioning. By contextualizing Ferragamo within broader cultural and economic systems, I identified opportunities for authentic social impact partnerships and communication strategies that aligned with U.S. consumer values while reinforcing Ferragamo’s global stature and long-term brand equity.