The aim of this campaign is to transform Moschino by creating an interactive experience for consumers. This is an app where consumers can customise their own print, including elements such as colour and font, able to be manufactured on a range of garments available for purchase. 

 

My research has shown that the contemporary consumer desires experience over product, with emphasis on a personal and individual experience (mintel, 2021). Evidently, allowing unique customisation of a product will create brand loyalty. The campaign will take an omnichannel approach in regards to promotion. To allow for a successful ongoing campaign and constant profit, limited edition customisation elements for holiday seasons will be rolled out continuously.