1. Project leader. Ivo Bisognano // Project advisor. Gianfranco Olivotto
Team members. Ece Hanoğlu, Manalea Kakhia, Renuka Girishkumar, Yichen Lin
Master in Fashion Styling and Visual Merchandising. Academic Year Sept. 2015
Workshop 02. Window Display : A Strategy For Visual Communication For Atos Lombardini
retail & visual
merchandising
2. History &
Brand
Atos Lombardini is an Italian Brand based in Bologna that boasts of “I AM ITALIAN”. As a family owned
business it has established itself as a renowned global brand for over two and a half decades. The brand is
Synonymous with heritage, consistency and innovation.
Born in BolognaFamily Business
I am Italian
Womenswear and accessories
Heritage
Innovation
Consistency
dna
3. 25 - 40
years old woman
A woman who keeps an
eye on new fashion trends
and styles while paying
a5en6on to the quality of
her own clothes.
Target
4. Competitor
analysis
Company focus
Infusing historical values such as culture, art, colours of the landscape, Innovation, Commitment, STRONG
IDENTITY, EVERYTHING ITALIAN. Only Italian Fashion brand in Jewellery and Watch making segment.
Design focus
Carefully thought-out selected moods of the season.
Refinement and Simplicity and tangibility focused communication and global expansion future plans.
-1500 points of sale and selected showrooms
-130 boutiques in Italy and 110 stores worldwide in Europe and Asia
5. Competitor
analysis
Company focus
Refinement of female aesthetics, Accurate study of latest trends, Close sense of Observation of Metropolitan
taste, Coherence of Product imagery to Italian Identity, Determined, Simple and Sophisticated, Avant-garde,
Timelessness.
Design focus
Value of Femininity.
Established in 1998 as CEYLN in Bologna, re-established as Elisabetta Franchi in 2012.
Elisabetta Franchi is the heart and soul of CELYN b. fashion line.
Communication message focus on Precision and Coherence
Evolution from Fast Fashion brand to a Fashion Brand
- More than 30 flagship stores across Europe, Russia, Africa and Middle East
6. Competitor
analysis
Company focus
Refinement of female aesthetics, Accurate study of latest trends, Close sense of Observation of Metropolitan
taste, Coherence of Product imagery to Italian Identity, Determined, Simple and Sophisticated, Avant-garde,
Timelessness.
Design focus
Value of Femininity.
7. Company focus
Timeless Contemporary Elegance, Technological Innovations, Value of craftsmanship, Feminine, Original.
Design focus
Embroideries, Hand-made appliqués and Unconventional printing and dying techniques.
From sweaters to Total Contemporary look.
Competitor
analysis
8. Unique positioning
Made in Italy, Modern, Casual, Feminine
Why Atos Lombardini?
The Atos Lombardini woman seeks self actualisation for she has transcended
the need for esteem from the world around!!
13. Walking in the city
“She walks in beauty, like the night
of cloudless climes and starry skies”
- Lord Byron
Creating urban spaces through windows
Objective
A theory of the city, or rather an ideal for the city, against the theories and ideals of urban planners and
managers, and to do so, she does not look down at the city as if a high rise building- she walks in it.
Walking in the city turns out to have its own logic - its own “ rhetoric”. The walker individuates and make
ambiguous the “ legible” order” given to cities. She follows the crowd but in a different way.
Creating a moving window by using both imagination and technical semiotic analysis to show how
everyday life of Atos Lombardini women have particular value when it takes place in the gaps of larger
power structures.
