Urban Sportswear e-com brand
Confidential name
Confidential name
Brand Concept and Digital Marketing Launch plan
- About the project
Creation of a new Italian sportswear brand with a minimalist urban positioning, designed for a full e-commerce launch in Italy and Europe.
Type of work: Brand concept & go-to-market strategy
Category: Streetwear / Sportswear / E-commerce
Client: Early-stage fashion founder (confidential)
Year: 2025
Type of work: Brand concept & go-to-market strategy
Category: Streetwear / Sportswear / E-commerce
Client: Early-stage fashion founder (confidential)
Year: 2025
2. Market Context & Challenge
The online sportswear market is highly saturated and dominated by global brands or low-quality fast fashion.
At the same time, there is a growing demand for premium, authentic, minimalist apparel, without luxury-level pricing.
The challenge was to create a new Italian brand that stands out through design, identity and positioning, not just price or performance claims.
At the same time, there is a growing demand for premium, authentic, minimalist apparel, without luxury-level pricing.
The challenge was to create a new Italian brand that stands out through design, identity and positioning, not just price or performance claims.
2. Scope of Work
• Market & trend analysis (Italy + Europe)
• Competitive benchmark (mid-price sportswear & streetwear)
• Brand concept and positioning development (Urban Elegance)
• Mission, values, tone of voice, brand personality
• Buyer persona profiling
• Product range proposal
• Communication pillars & visual direction
• Go-to-market strategy (e-commerce first)
• Full digital launch plan: paid ads, content, CRM, SEO, influencers
• Concept validation via online consumer testing (SurveyMonkey)
• Competitive benchmark (mid-price sportswear & streetwear)
• Brand concept and positioning development (Urban Elegance)
• Mission, values, tone of voice, brand personality
• Buyer persona profiling
• Product range proposal
• Communication pillars & visual direction
• Go-to-market strategy (e-commerce first)
• Full digital launch plan: paid ads, content, CRM, SEO, influencers
• Concept validation via online consumer testing (SurveyMonkey)
3. Key Strategic Moves
-
Defined a niche proposition: Urban Elegance — minimalist, refined streetwear -
Positioned price between fast-fashion and luxury to capture unmet demand -
Used 90s/2000s nostalgia + architectural inspiration as design codes -
Developed a performance-driven growth engine (Meta + Google + CRM flows) - Created a scalable brand system: identity, tone, digital funnel, product story
4. Results & Impact
✔ Brand concept validated with strong appeal in consumer testing (Survey Monkey)
✔ Clear positioning and product direction ready for production phase
✔ Full go-to-market ecosystem delivered (brand + digital + growth plan)
✔ Project completed up to the brand & strategy phase. Execution phase postponed by the client.
✔ Clear positioning and product direction ready for production phase
✔ Full go-to-market ecosystem delivered (brand + digital + growth plan)
✔ Project completed up to the brand & strategy phase. Execution phase postponed by the client.
Note: Concept developed in consulting format for a private client.
Brand not launched yet; commercial data not applicable.
Brand not launched yet; commercial data not applicable.
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Milan, Italy
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