Regent's MA Luxury Brand Management students recently met with Michela Fioramonti, the Marketing & Key Account Manager Interiors Division at Loro Piana, who shared unique insights about the brand and her industry experience.
With over 20 years at Loro Piana, Michela shared her experience at the brand. She started with a discussion of how the interiors line has become an extension of the brand, and explained how Loro Piana's aim is to provide customers with the opportunity to decorate their own homes with the same elegance and finesse of the celebrated men’s and women’s apparel. The students also learned that the unmistakable Loro Piana philosophy has been applied to the new range of exclusive home furnishing fabrics, which for customers will create distinctive interiors with incomparable quality and individuality.
Michela also discussed a recently launched collaboration with Poltorna Frau. The "Poltrona Frau wears Loro Piana Interiors project" highlights a specific selection of Loro Piana Interiors fabrics. She told the students that two collections are available - the Aboriginal and the Kashmiri collections, both inspired by the origins of the fibers and the brands' heritage. She went on to explain the luxurious materials and the origins of the materials.
Regent's students gained valuable insights on how to develop a brand extension and how to build collaborations but also how to stay true to the brand identity and enhance the overall brand equity.
Regent's student, Lana Karamarko, commented: 'The lecture Ms Fioramonti gave us was both inspirational and educational. The topics were interesting, and it was delightful to hear about the Loro Piana history, interior division, the story behind the customer experience and astonishing Villa Cima. Personally, my favourite part was the explanation of Loro Piana DNA.'
This talk was part of series of industry talks that Regent's MA Luxury Brand Management students will receive during their studies. If you'd like to find out more about the course, click here.