Pollini
Repositioning Strategy for Gen Z in the Italian Market
This project explores a merchandising and brand repositioning strategy for POLLINI, focusing on redefining its appeal to Gen Z consumers in Italy through product curation, pricing logic, and cultural relevance.
Market
Italy
Objective
Reposition the brand for Gen Z consumers
Role
Brand Strategy, Merchandising Analysis
Key Focus
Consumer insight, product. mix, brand positioning
Pollini is a heritage Italian footwear brand whose strength lies in craftsmanship and timeless design.
However, this positioning has limited its resonance with Gen Z consumers, who prioritize accessibility, sustainability, and digital relevance.
The “Techie” persona represents a new generation of luxury consumers — digitally native, trend-aware, and value-driven.
While price-sensitive, this audience is willing to invest in design, sustainability, and brand meaning when these values are clearly communicated.
The strategy focused on introducing a refreshed product line that appeals to Gen Z while honoring Pollini’s heritage.
By introducing three hero colors — Cherry Red Paint, Future Dusk, and Transformative Teal — Pollini bridges archival identity with a modern, trend-driven aesthetic.
To capture Gen Z, the buying plan introduced a revised price strategy with average entry lowered from €632 to €579, making Pollini more accessible while retaining premium positioning.
The assortment emphasized footwear dominance (88%) over SLG (12%), with a focus on boots and loafers as hero categories. Sustainability was integrated through the use of recycled leather and collections designed around accessible luxury.
This project strengthened my ability to translate consumer insight
into concrete merchandising decisions. It highlighted the importance
of aligning product strategy with evolving cultural expectations,
particularly when repositioning a legacy brand for a younger audience.
Fashion Strategist