ITALY :: CLOTHING
A fable in the form of company, a shared history and engaging. Thanks to the intuition and twenty years of experience in the clothing industry of the entrepreneur Gino Gorgoglione, the brand was born in 2003 but soon learns to challenge opinions and forecasts.
Before Monella Vagabonda, was recorded the absence of targeted investments of the brands operating in the mid-market; furthermore, it was necessary to consider the enormous flow of products from the Far East, whose competitive advantage consisted in the containment of production costs and, consequently, the final price. Monella Vagabonda was inserted in this economic environment, becoming leader.
Monella Vagabonda had the merit to reach the general public through an intelligent media planning. The need to turn to a catchment area consolidated and diversified (by age and consumption preferences) justifies the choice of buying advertising space in magazines gossip (Visto, Star TV, Novella 2000, Eva 3000, Vero, Di Più, Di Tutto, Diva e Donna) and glamour (Grazia, Maxim, Billionaire, Glamour, Top Girl, Matrix). This strategy was conducted in synergy with the construction of billboards and commercials, TV programs Mediaset, RAI and SKY and concentrated in bands afternoon, early evening and night.