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"La Scia del Tempo — 'the trace of time' — is a growth and development strategy for expanding Brunello Cucinelli's fragrance line into Japan, chosen as the strongest opportunity after a competitive analysis against the Middle East and United States. The concept reframes each of the house's nine fragrances as an emotional trace, translating the Italian idea of sillage into the Japanese idea of yoin — the lingering resonance a moment leaves behind."
"My role covered both ends of the strategy: developing the creative concept and positioning that ties the fragrance line to Japanese ideas of memory and impermanence, and building the three-year budget and ROI model — including break-even and payback analysis — behind the Japan market-entry recommendation."
"The proposal included a flagship experiential space in Tokyo, a tiered retail rollout through Isetan Shinjuku, and a communication strategy built around LINE, Instagram and TikTok rather than conventional luxury advertising."
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