Proposed Brand Extension for Berluti: The Introduction of a Luxury Perfume

In this assignment for the Fashion Marketing and Luxury Branding module, our group focused on proposing a brand extension for Berluti, a prestigious luxury brand known for its exquisite leather goods. We identified the potential for Berluti to enter the fragrance market with a high-end perfume, aligning with its brand ethos of elegance and sophistication. Our analysis included an exploration of the brand’s heritage and values, complemented by a mood board that visually represented the desired aesthetic and positioning of the proposed product. We also curated reference images to illustrate our vision for the perfume line. This project not only deepened my understanding of brand extension strategies but also honed my skills in market analysis and creative conceptualization. Our comprehensive report outlined our strategic recommendations and potential marketing approaches for successfully launching Berluti’s new fragrance.