To inform myself on the target consumer, I looked at various analysis and forecasts on WGSN, which were useful when deciding the correct type of campaign and marketing strategy for Marni that would cater to both young and mature audiences. Relevant points taken from the analysis:

-Brands should turn their direction to Facebook in order to successfully approach and attract Gen Xers (81% of this group are active users)

-Develop communication strategies that engage, entertain and build a new, loyal customer base

-Shift to a cross-generational marketing approach which speaks to different age groups

-Deliver product and messaging that resonates with a wider audience, leveraging the power of social media marketing

-Use of online platforms to drive a hype around in-store events and instore experience, using the correct language that corresponds to the target groups

Thus, I had to take those aspects into consideration, so that the campaign would make sense