MIU MIU Capsule Collection – A Comprehensive Brand Extension Strategy

Written by a student who’s been in your shoes — for anyone navigating the world of brand strategy and looking for a clear, concrete example.

This Master Thesis presents a structured analysis of a potential brand extension for Miu Miu through the development of a capsule furniture collection in collaboration with Kartell.

When you purchase this file, you gain access to a full strategic business case developed as a Master Thesis, offering a professional, real-world plan for launching a luxury capsule furniture collection by Miu Miu in collaboration with Kartell. The document includes:

In-Depth Brand & Market Analysis

• A complete breakdown of Miu Miu’s identity, values, history, and evolution within the Prada Group
• Key figures and financial data from 2021–2023, with focus on Miu Miu's rapid growth (+58.2% retail sales in 2023)
• Competitive analysis against brands like Moschino, Chloé, Seletti, and Cassina
• Detailed SWOT analysis and positioning map

Defined Marketing Strategy

• Clear target audience profiling (demographic + psychographic)
• Full marketing mix (Product, Price, Place, Promotion) tailored to the luxury design market
• Breakdown of digital strategy, ambassador collaborations, and social media campaigns (incl. RED, TikTok, and Instagram)

Product Design Concept

• Full concept for a Capsule Furniture Collection:
  • Sofa, Lounge Chair, Coffee Table, Side Table, Table Lamps, Cushions
• Technical sketches, dimensions, materials, and design inspirations
• Sustainable angle: upcycled elements from the Miu Miu archive
• Color palette and visual identity

Operational Plan

• Defined production model with Kartell (manufacturing costs, roles, and logistics)
• Logistics plan including warehousing, transport, and international shipping breakdown
• Pricing strategy with estimated retail price points

Go-To-Market Strategy

• Action plan broken into 12 months: from concept to launch
• Detailed implementation strategy
• Pop-up showroom and interactive e-commerce experience design

Financial Forecast

• Year-by-year revenue and cost projections
• Total 3-year financial outlook
• Profit estimations, sell-through assumptions, growth rate, and break-even analysis

This thesis is a complete toolkit for anyone interested in brand extension, luxury strategy, or product launch within fashion and design.

FAQs:

1. Is this really worth €10? No, it's actually more than €50.
2. Who are you? I'm Giulia Nolli, a PR and Communications professional in the luxury sector with a background in Luxury Management. I'm passionate about supporting young professionals at the start of their careers by sharing insights from my master’s thesis!
3. Is my payment information secure? Yes, Gumroad is a well established marketplace that’s been in business for over 10 years. They use Stripe and PayPal as their payment processors, ensuring that your payment information is 100% secure.
4. Can I share this with anyone else? No, if you wish to share it with someone, please direct them to this page.
5. What if I have other questions? You can send us an email at giulia.nolli12@gmail.com and I’d be happy to answer.