The Salvini transformation
Starting from its history and values, made in Italy, expertise in the choice of stones and precious materials, high quality, attention to detail and ability to interpret the trends of the moment, the brand is evolving to achieve a new positioning.
The message is strong, engaging, innovative, yet also light-hearted and fun. A woman who is able to feel other female presences nearby, embrace and support them. She is so strong and aware that, rather than trigger competition mechanisms, she is able to say “You’re beautiful” to another woman… she is able to say “You’re good” to another woman... The Salvini Girl is a young, inquisitive, dynamic, enterprising, positive and digital woman who travels and dreams. She makes the social sphere and friendships her fundamental circle of reference.
Hence, a lengthy work process led the company's in-house team to create Salvini's “Soul Sisters”: a new claim and communication campaign. These women really know how to be together. Their “souls are sisters”. The claim is direct and effective in evoking this concept. And so, the photo and video set hosts thirty women, all different in physical appearance, temperament, culture and attitude. Women who, in their diversity and complicity, become the perfect ambassadors of the brand’s philosophy by interacting and interpreting its values with exceptional naturalness.
So many determined, different and independent women able to create a powerful union through the campaign’s frames. Their affinity emerges spontaneously in Salvini’s new creativity: they are never portrayed alone ... because the Salvini woman is not alone ... she is an accomplice. It heralds women, it is a campaign in the plural. The store concept is also being completely overhauled, changing its look. The brand's new soul becomes clearly recognizable and is expressed in single-brand boutiques, pop-up stores and stores-within-stores. The retail and wholesale channels are tinged with intense shades of yellow in the most significant areas of the stores, offering a lively, modern and contemporary style.
The furniture and fittings become graphic and bold, as does the floor. The walls feature vertical geometric lines – tone-on-tone - to emphasize their modernity and contemporaneity. The rounded shapes of the counters trace playful and amusing lines, encapsulating a feminine and cool product offer.
The in-store experience becomes more immersive and engaging thanks to digital technology and the use of attention-grabbing videos that encourage interaction. The brand demonstrates considerable growth potential, as shown by the extraordinary performance recorded in recent years and confirmed in the first half of 2022. The push towards internationalization is important with strategic openings in key markets such as China - with three boutiques in Shanghai - and another store in Seoul, Korea. These boutiques have already adopted the new brand concept.
Italy has also seen some highly important investments, as demonstrated by the new stand that will open (with the new look) in Piazza Duomo in Milan, under the side arcades of Galleria Vittorio Emanuele. In the heart of the city of Milan, Piazza Duomo is one of Italy’s best-known destinations, visited by millions of tourists every year. An iconic place par excellence, it is the perfect location for this new opening, which follows the one in Via Montenapoleone, another prestigious position able to attract the attention of national and international customers.