Chiara Ferragni — marka luksusowa i ikona współczesnego świata mody. Studium przypadku

Abstrakt

Chiara Ferragni — a luxury brand and an icon of the contemporary fashion world. A case study

The article features a case study of Chiara Ferragni, who is the world’s most popular fashion blogger and influencer of our times. Based on a case study from Harvard Business School, I explain how she and her team monetize her blog and Instagram profile. Moreover, I show how they manage their brand which now includes three branches: The Blonde Salad Magazine, Chiara Ferragni Collection and Chiara Ferragni Celebrity. The business model which they used in the past has helped Chiara Ferragni to achieve her main goal which was the transformation into a luxury brand and to design her own collection of clothes.