Brand Expansion Strategy: Capsule Collection Proposal for Moschino in the China Market.

This report proposes the launch of ‘Splash-O-La’, a 12-piece capsule collection for Moschino’s expansion into the China market, aimed at strengthening the brand’s image and driving economic growth. The report includes a comprehensive PESTLE, SWOT, competitor, retail, and consumer analysis. Strategic frameworks such as PASTA, SOSTAC, Ansoff Matrix, and BCG Matrix are applied to identify market opportunities and support the collection’s successful launch.

SKILLS APPLIED: Brand expansion strategy and market entry, strategic analysis, strategic framework application, consumer insights and growth strategy, Problem solving and market opportunity identification.

 

Objective:
The objective of this project was to develop a comprehensive and sustainable 12-piece capsule collection for a luxury brand. Splash-O-La, my personal concept, is a limited-edition swimwear line created for Moschino’s strategic expansion into the Chinese market. The collection aimed to align Moschino’s bold and playful brand identity with the increasing demand for eco-friendly luxury fashion, while leveraging key market opportunities to strengthen the brand’s presence and drive economic growth in one of the world’s largest luxury markets.

 

Project type: Individual Project

 

Duration:  January 2022 – April 2022.

 

Challenges Faced:

  • Aligning Moschino’s brand identity with sustainability in swimwear:
    Creating a swimwear line that reflected Moschino’s bold and playful identity while incorporating sustainable practices was a key challenge, as swimwear often relies on synthetic materials.
  • Understanding the dynamics of the Chinese luxury market:
    Conducting thorough market research on consumer behavior, luxury trends, and sustainability in the Chinese market was crucial to ensure the collection would resonate with local luxury consumers.
  • Balancing sustainability with commercial viability:
    Sourcing eco-friendly materials such as recycled polyester while maintaining the luxury appeal and profitability of the collection required careful planning.

 

How I Overcame Them:

  • Strategic brand and sustainability alignment:
    I applied frameworks like PESTLE and SWOT analysis to align Moschino’s brand identity with sustainability goals. This allowed me to design Splash-O-La with bold, playful aesthetics while incorporating eco-friendly materials like Econyl and recycled polyester, ensuring the collection stayed true to the brand while addressing environmental concerns.
  • In-depth market research:
    I conducted extensive market analysis using tools like Porter’s 5 Forces and competitor analysis, focusing on Chinese consumer preferences in the luxury swimwear market. This helped me tailor Splash-O-La to the tastes of the Chinese market while maintaining Moschino’s global appeal.
  • Sustainable material sourcing and financial planning:
    Through a combination of market research and cost-benefit analysis, I sourced sustainable materials that met both environmental and luxury standards. Careful financial planning ensured that the collection remained commercially viable without compromising sustainability goals.

 

Result:

The Splash-O-La capsule swimwear collection successfully demonstrated how Moschino could expand into the Chinese market with a focus on sustainability. The collection was praised for blending Moschino’s playful design ethos with eco-conscious practices. The strategic use of market frameworks provided a clear roadmap for entering the Chinese market, offering actionable insights for Moschino’s sustainable growth. Although an academic project, Splash-O-La was recognized for its potential real-world application and ability to position Moschino as a leader in eco-friendly luxury swimwear.

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