A communication plan for E. Marinella that reinterprets the brand’s heritage through a contemporary lens, fostering dialogue with younger generations.
Expressly by E. Marinella
Thesis Project - Master in Fashion Communication and Marketing - IED Roma
Academic year
2024/2025
How can an icon be renewed without betraying its identity? The final thesis project developed by Serena Cannavale, Maria Gloria Nigro, Martina Restivo, Marta Siniscalchi and Lorenza Stecca was conceived with the aim of redefining E. Marinella’s positioning, strengthening its brand awareness and opening up an authentic dialogue with a younger, international audience.
Starting from an analysis of the brand’s positioning and core values, the students developed a concept that interpreted E. Marinella as a guardian of Neapolitan sartorial craftsmanship, capable of evolving without losing its connection to tradition. This vision took shape in a brand exhibition conceived as a narrative device, designed to transform the brand’s heritage into an immersive cultural experience.
At the same time, the strategy was structured as an integrated system of actions, including a co-branding initiative and the renewal of digital communication channels. The project translated strategic insights into concrete touchpoints, expressing the brand’s values through visual and narrative languages closer to younger generations, while reinforcing its cosmopolitan identity.
Project from the courses of
