A case history about the development of the digital and social media communication for the luxury fashion brand Rossorame

1. Case History
July 2010

2. CONTEXT
In 2004, Calceviva Design Studio was founded in
Martina Franca by the stylist Bruno Simeone and the
engineer Daniele Del Genio.
Martina Franca is a town situated in the region of
Apulia, the heel of Italy. The town boasts a strong
tradition in handcraft textile and in the tailoring
industry, especially for coats.
CALCEVIVA derives its naming from the quicklime,
a compound of water and lime used to whitewash
tipical rocky houses: TRULLI.

3. BRAND IDENTITY
Rossorame is a luxury fashion brand designed by
Bruno Simeone and produced by Calceviva design
Studio, since 2006.
HISTORY
In 2006, Rossorame was conceived like a knitwear
product with a middle market price. In 2010, the
product has been a completly restyle and repositioned
by the founders of Calceviva Design Studio.
The new approach was luxury market, both for
International and domestic clients.

4. Rossorame F/W 2006 ROSSORAME WOMAN
Rossorame SS 2008
Rossorame SS 2011
Repositioning: Rossorame F/W 2010-11

5. ROSSORAME WOMAN
Target age: 30/40 years old
Personality:
sophisticated, sensual, self-
confident, cultivated

6. WHAT FOUNDERS OF CALCEVIVA DESIGN STUDIO NEED:
• Analysis and definition of the new Rossorame brand identity
• Web Strategy
• New contents
• Visibility

7. SWOT ANALYSIS
STRENGHTS WEAKNESSES
•Uniqueness of the Rossorame concept • Limited budget
thanks to the context where it was born •Short time to plan
•Strong team spirit •Only a retail store
•Openness to new opportunities
OPPORTUNITIES THREATS
•to take advantage of haute •Hand-crafted competitors both in the
couture market and authenticity of regional and the national context
Made in Italy •Luxury brand known in the
•To use the potentiality of the web 2.0 international market for the surplus
promoting the brand image and value of Made in Italy
spreading the brand reputation

8. GOALS - CONTENTS
• To create a brand storytelling after an interview with Bruno Simeone,
Rossorame stylist
•To create contents for the concept of the F/W 2010-11 collection and for
a press kit
• To value competitors for:
Product
Presence on the social web (blog, social networks)
Emotional storytelling
Importance of country’s origin
•To create brand awareness and customer engagement through the social web

9. SOCIAL WEB STRATEGY
Goals
•To stimulate word of mouth (buzz) and online conversation around the brand
•To build online brand reputation
•To inform customers about product
•To create brand awareness

10. SOCIAL WEB STRATEGY
CONTENTS FOR A PRESS KIT KEY WORDS FOR SMO (social media
optimization)
WORDPRESS
TONE OF VOICE: elegance of the language and images BLOG
coherence with the brand identity

11. SOCIAL WEB STRATEGY
Sharing buttons
Blog sections
Inspirations
Sketchs
Still-life
News

12. SOCIAL WEB STRATEGY
OPPORTUNITIES
Identify web stakeholders:
•Fashion editors
•Fashion journalist
•Fashion blogger
•E-commerce buyers
•Fashion retailers
•International agents
•Film productions services

13. PUBLICATIONS
• A case study Rossorame has been published in the book “Beyond CRM. Customer
• experience in the Digital Era. Strategies, best practices, scenarios in Fashion and Luxury.
Coordinator and co-author Michela Ornati. Edited by Franco Angeli, 2011
www.oltreilcrm.com
Interviews about the book
Les Cahiers Fashion Marketing
http://bit.ly/yge89b
Womarketing by Andrea Colaianni
http://bit.ly/y3aiMu
Ninja Marketing
http://bit.ly/yrgqrW

14. THANK YOU
Stefania Zizzi
stezizzi@hotmail.it