Semester thesis

5th semester

Kim Brand


Naba Milano and John Richmond


Emanuele Soi


Branding and Strategy

Digital Strategy to reach Millennials

The fashion brand John Richmond, strongly inspired by rock music, has not yet found its own language for its online communication. Instagram in particular still has great potential. The brand has not yet achieved to reach a young target group. That's why we were asked to come up with ideas for a digital strategy to enable the brand to focus on reaching Millennials and to increase its brand awareness.