Client: Coccinelle - Italy.
Context: A project aimed to understand Coccinelle’s brand image in relation to its main competitor, Furla, by clarifying their respective positioning within the fashion category.
Tension: Although both brands operate within a similar market space, their identities and perceived values are not always clearly differentiated.
Competitive analysis based on functional or stylistic elements alone fails to capture the deeper cultural distinctions shaping consumer perception.
Insight: The analysis revealed that brand perception is structured through underlying cultural meanings, which define how each brand is interpreted and valued.
Coccinelle and Furla emerged as embodying distinct symbolic identities, rooted in different expressions of femininity, style and desirability.
Implication: This made it possible to clarify each brand’s positioning within a broader cultural system, highlighting their specific territories and points of differentiation.
Brand strategy could thus be grounded in a deeper understanding of symbolic identity rather than surface-level attributes.
Impact: The project led to the identification of the core essence of both brands and to a clearer understanding of their differential cultural perception.