Berluti Paris - World of passion and craftsmanship

Made it the bespoke shoe brand connecting modern with the retro designs

Context

Berluti Paris is a luxurious Parisian shoemaker brand known for its bespoke shoes. It was launched in India in 2018, in partnership with the Bequest Group. The products comprised shoes, leather goods and ready-to-wear pieces amongst which were some emblematic Alessandro shoes, Un Jour or Deux Jour briefcases and Playtime sneakers.

Communication’s narrative

The aim was to popularise the brand among the luxury aficionados who were well versed with the nuances of a bespoke shoe. The team had to familiarise and educate the new customer base about the characteristics of a typical Berluti product. We had to convey how the amalgamation of Berluti’s designs and the wearer’s confidence creates the impeccable persona of a gentleman with elegance.

Our Strategy

Wishbox Studio ensured to communicate and deliver the brand’s messaging to the target audience at the accurate time. We as an agency targeted the consumers along with the stakeholders of Bequest. We educated and engaged the consumers to create a greater recall value for Berluti Paris.

The “Solution”

Wishbox Studio organised multiple familiarisation meetings with the press so that they have a clear understanding of the brand and its pedigree. The launch was a warm intimate launch over a high tea comprising the influencers and the stylists. Post the launch, Wishbox Studio organised one more event where Paris based Berluti Shoemaker Jean Michal Casa visited India and showcased the shoemaking masterclass to the media. It was intended to showcase how Berluti is a work of master craftsmanship where the utmost importance is given to the detailing.

Outcome

Berluti had garnered more than fifty articles in the media that was frequently read by the consumers and the stakeholders. Extensive articles were seen in Mint, The Economic Times, PTI, GQ, Vogue, Man’s World, The Man, Elle etc.