Global Merchandising & Brand Strategy

Problem

Gianni Chiarini sought to strengthen its international presence and clarify its brand positioning within the competitive Italian premium-accessories market. The challenge was to understand how pricing, assortment, and marketing differ across key regions like Italy, Japan, Taiwan, Turkey and Switzerland and how to build a consistent “Made in Italy” message across all channels.

Goal

To deliver an in-depth analysis of Gianni Chiarini’s product, pricing, distribution, and communication strategy, identifying how the brand can elevate its image while maintaining accessibility.

Solution

I led the strategic research and merchandising analysis, including:

• full competitive benchmarking with brands such as Furla and Coccinelle

• pricing comparison across five markets

• evaluation of product hierarchy (image, contemporary, basic, and iconic lines)

• SWOT and distribution assessment, plus market-specific marketing and visual-merchandising recommendations

Result

A global brand strategy proposal outlining how Gianni Chiarini can expand internationally through selective distribution, localized digital storytelling, and stronger category balance.

The project defines a clear direction to strengthen the brand’s quiet-luxury positioning while ensuring commercial scalability.

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