During my studies at Central Saint Martins, London in the Communication Design programme I researched the digital future of luxury brands with a series of visiual and scientific investigations. This work included the rebranding of a traditional Savile Row Tailor with an attention to the digital experience. Savile Row Tailors are the best craftsman in the world. Later on, my research was awarded with a Master of Arts degree.
In order to gain knowledge about this closed industry I was able to interview several brand directors, digital marketing managers, key accounts from agencies and customers of luxury fashion brands. With a series of 23 interviews in total I was able to create a digital experience that reflects the industry well and is specifically tailored to the customers needs.
For my practical research I had the pleasure to get invited into the workshop of Norton & Sons. A traditional Savile Row Tailor with interests in pushing their digital experience. While watching the craftsmen and their customers I gained valuable knowledge for my project. All in all I was able to tell a real story thanks to Norton & Sons.
