Max Mara Preloved by Filippa Ahnhem https://padlet.com/061357/1uanvsye62ou50qa en-us 2021-10-23 14:47:39 UTC 2026-01-31 06:41:05 UTC hello@padlet.com https://padlet-uploads.storage.googleapis.com/550190960/b00673e4b3378591ce9d68913c4a564e/mmed.gif Target Customer 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1872869367 2021-11-07 14:54:04 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1872869367 Brand Introduction 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1874927041 2021-11-08 13:02:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1874927041 Brand Values 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1875359908 2021-11-08 15:07:11 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1875359908 Pen Portrait 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1875443054 2021-11-08 15:30:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1875443054 Digital Competitor Analysis 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1878785273 2021-11-09 16:18:23 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1878785273 Max Mara Show 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1878791834 2021-11-09 16:20:32 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1878791834 Max Mara Leisure 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1881054773 re]]> 2021-11-10 12:01:30 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1881054773 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1881056191 2021-11-10 12:02:27 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1881056191 In store engagement 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1881065805 Customers will be able to go into the stores to hand-in their preloved Max Mara but also experience the re-sale platform physical in store. The preloved items will be displayed in flagship stores all over the world for customers to try it on and feel the quality. ]]> 2021-11-10 12:08:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1881065805 Main Influential Ambassador 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1881074248 Alexa Chung will be the driven spokesperson for this platform launch. Chung will drive media awareness through her own channels and be the face of the campaign. During the launch event in February she will introduce the platform and sell her preloved Max Mara items.]]> 2021-11-10 12:13:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1881074248 Inspiration Video #1 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1881092820 https://www.youtube.com/watch?v=m1VCWajgMd8]]> 2021-11-10 12:24:05 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1881092820 APX 1 - Survey 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1883628528 https://docs.google.com/forms/d/e/1FAIpQLSdFX-lAwK-0dn0ArCnP4oKbO70g5ZRB4zh5HKIyBmTfSnk4jA/viewform?vc=0&c=0&w=1&flr=0 ]]> 2021-11-11 08:20:56 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1883628528 CAMELUX 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1884273847 https://www.zoemagazine.net/162423-max-mara-launches-cameluxe/
https://www.lofficielsingapore.com/fashion/max-mara-takes-sustainability-to-the-next-level-with-its-cameluxe-initiative ]]> 2021-11-11 14:14:24 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1884273847 Circular Economy Model 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1884297963 Consumers are aware of the environmental impact of the fast-fashion industry and are looking for a more sustainable way. The market for Vintage and second-hand clothing is growing, and consumers want to contribute to a circular fashion industry. High profile celebrities, influencers and luxury fashion brands are promoting Vintage in their styles, mixing and matching the old with the new.  The influence from these profiles are inspiring consumers to adapt to the trend, and this made Vintage the ´Cultural Zeitgeist´ of the last decade. (Trunzo, 2018) 

These resale platforms play a crucial role in making the fashion industry circular and contributing to a circular economy. The circular economic system aims to eliminate waste and keep products and materials in use.  Companies like, Google, Phillips and Patagonia are now all adapting to the model and are in transit to “Close the loop”. (Bell, 2016). According to “The World Economic Forum”, companies who would transit to a circular economy in the coming five years, could create 100 000 new jobs and initiate one trillion dollars to the global economy.  ]]> 2021-11-11 14:22:47 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1884297963 Brand Moodboard 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1884544113 2021-11-11 15:53:49 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1884544113 Positioning Map 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1884659160 2021-11-11 16:45:24 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1884659160 Max Mara Art Prize Press release 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1889521386 2021-11-14 18:21:02 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1889521386 https://www.businessoffashion.com/reports/retail/the-future-of-fashion-resale-report-bof-insights 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1890978261 2021-11-15 11:05:39 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1890978261 https://www.youtube.com/watch?v=jI0cUGTfXHQ 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894375260 2021-11-16 15:01:10 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894375260 https://www.youtube.com/watch?v=wkDcn_PsZYU 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894381551 2021-11-16 15:03:16 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894381551 https://www.youtube.com/watch?v=WJzVTvYrY_I 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894405283 2021-11-16 15:11:12 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894405283 https://www.youtube.com/watch?v=NXg1pKSfCBM 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894410842 2021-11-16 15:12:54 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894410842 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894527193 2021-11-16 15:52:33 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894527193 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894528453 2021-11-16 15:53:00 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894528453 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894529491 2021-11-16 15:53:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894529491 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894530562 2021-11-16 15:53:43 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894530562 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894532224 2021-11-16 15:54:19 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894532224 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894533674 2021-11-16 15:54:53 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894533674 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894535289 2021-11-16 15:55:28 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894535289 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894536190 2021-11-16 15:55:49 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894536190 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894537598 2021-11-16 15:56:22 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894537598 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1894542585 2021-11-16 15:58:11 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1894542585 New Target Customer 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1896461336 2021-11-17 09:54:36 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1896461336 Objectives 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910172197 2021-11-24 08:54:09 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910172197 https://www.youtube.com/watch?v=QG2LB8AA_Ts 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910210656 2021-11-24 09:18:18 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910210656 Global Ambassadors 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910456825 UK: Alexa Chung
Italy: Chiara Ferragni
Japan: 
USA: Olivia Palermo]]> 2021-11-24 11:59:01 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910456825 https://www.youtube.com/watch?v=O_LFjrC6WLk 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910457528 2021-11-24 11:59:31 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910457528 https://www.youtube.com/watch?v=d2e_hie90Tg 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910462008 2021-11-24 12:02:40 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910462008 https://www.youtube.com/watch?v=Jk6zaDDVhpk 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910469449 2021-11-24 12:07:57 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910469449 https://www.youtube.com/watch?v=2w6MDipvdBU 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1910478248 2021-11-24 12:14:13 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1910478248 Mission & Vision 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1918346998 2021-11-29 16:22:02 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1918346998 PESTLE 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1918611274 2021-11-29 18:03:09 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1918611274 PESTLE 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1918616391 2021-11-29 18:05:09 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1918616391 Class: Resale market 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1918651913 2021-11-29 18:19:32 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1918651913 Innovation Mood Board 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1920169655 2021-11-30 11:50:44 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1920169655 Research Innovation Moodboard 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1922437594 2021-12-01 10:10:38 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1922437594 Target Customer Moodboard 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1922463094 2021-12-01 10:27:32 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1922463094 iPhone Online Mock Ups 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1927164142 2021-12-03 11:47:49 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1927164142 Computer Online Mock Up 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1927168092 2021-12-03 11:51:09 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1927168092 Media Proposal Mood Board 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1935619017 2021-12-08 11:20:50 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1935619017 Media Budget 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946727815 2021-12-14 11:42:02 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946727815 Research: 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946734173 2021-12-14 11:46:07 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946734173 Olivela X St Judes 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946735105 https://www.olivela.com]]> 2021-12-14 11:46:44 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946735105 BoF Podcast 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946792591 https://www.businessoffashion.com/podcasts/]]> 2021-12-14 12:23:14 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946792591 Campaign Timeline 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946885836 2021-12-14 13:09:54 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946885836 Media Planning Terms 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1946892612 Reach* - the number of people we managed to reach

Frequency* - how often someone sees the advert

Effective Frequency - how many times someone needs to see an advert to change their behaviour or think a certain way

Gross Rating Points - any particular medium that we buy (if I buy a GMB ad, I can get 250.000 people to see it - 25% of viewers, 25 GRP points)

Continuity - continuous advert stream (for example toothpaste ad - no specific time/season) either continuous or pulsing (big at a specific time)

Flighting - the plan of your media calendar, how we channel and time our media

*these ones are paid/bought]]> 2021-12-14 13:12:34 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1946892612 In Store Engagement 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1947023246 2021-12-14 13:57:10 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1947023246 Environmental Charity 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1949652674 WWF
The World Wide Fund for Nature (WWF, 2021) is the world's largest conservation organization. It has a global following of over five million people and is active in over 100 countries. They support around 1,300 conservation and environmental projects. WWF is a non-profit organization based in the United States. It was established in 1961. They operate in the fields of wilderness preservation and human-environmental impact reduction. ]]> 2021-12-15 15:04:12 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1949652674 Channels Used 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1949740886 2021-12-15 15:34:52 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1949740886 Offline Media Plan 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1951510784 2021-12-16 11:39:24 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1951510784 APX 2 - Max Mara Webinar 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654677 This term we had an inspiring and productive webinar with the CMO of Max Mara, Andrea. After introducing himself and the brand I got to present my innovation and receive feedback. Happily Andrea seemed pelased with the idea and only had positive feedback.

Filippa: Let me introduce ”Max Mara Preloved”, the first Luxury in-house resale platform ever launched. ”Max Mara Preloved” Will offer a complete luxury experience both online and offline. Customers will choose to submit their preloved items digitally or visit us in stores. The preloved items will be displayed in flagships worldwide for customers to try and feel. In this way, the platform will drive online presence and in-store engagement. Customers will choose between a 70% store credit for every sold product or donate the sale to the environmental charity organisation, WWF. We hope to keep our loyal customers within the company and at the same time give back to our planet. The exclusive platform will guarantee outstanding quality and full authentication of the vintage products for a unique luxury experience. Based on primary research of webinar and conducted survey, there is a great interest and demand for sustainable actions. 


Andrea: I do not want to say too much, but this is very much in time of the zeitgeist, and Max Mara is in the loop. Very interesting and good project, well done.
]]> 2021-12-18 08:59:04 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654677 Pen Portrait Existing Customer 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654782 2021-12-18 08:59:16 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654782 Pen Portrait New Customer 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654823 2021-12-18 08:59:21 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954654823 Burberry Press Release 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954659552 2021-12-18 09:09:12 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954659552 Research: 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954679870 2021-12-18 09:47:05 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954679870 Patagonia Press Release 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954682299 https://www.patagoniaworks.com/press/2021/12/8/patagonia-wins-award-from-us-state-department]]> 2021-12-18 09:51:49 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954682299 Bottega Veneta, Kering Group Press Release 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954957451 https://www.kering.com/en/news/bottega-veneta-appoints-matthieu-blazy-as-creative-director]]> 2021-12-18 17:44:25 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954957451 Press Release Pyramid 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1954969572 2021-12-18 18:09:02 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1954969572 Survey Results 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1956780774 2021-12-20 11:56:12 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1956780774 Final Video 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1957437397 https://www.youtube.com/watch?v=3FGfHY6YSP4 ]]> 2021-12-20 17:56:25 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1957437397 Research: 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1957438184 2021-12-20 17:57:03 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1957438184 Innovative Idea HOW? 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1957697060 2021-12-20 21:17:58 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1957697060 SWOT 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959211787 2021-12-21 17:15:26 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959211787 Competitor Analysis 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959216141 2021-12-21 17:18:27 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959216141 POP/POD 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959217437 2021-12-21 17:19:21 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959217437 SWOT Idea 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959218916 2021-12-21 17:20:27 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959218916 AIDA 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959220881 2021-12-21 17:21:56 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959220881 RA 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959221384 2021-12-21 17:22:20 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959221384 CE 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1959221784 2021-12-21 17:22:39 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1959221784 Online Media Plan 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1970659991 2022-01-02 12:16:45 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1970659991 Innovative Idea WHY? 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1973058379 2022-01-03 22:19:43 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1973058379 Research: 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1975037403 2022-01-04 19:57:23 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1975037403 Gibbs Reflective Cycle 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1975039904 https://www.ed.ac.uk/reflection/reflectors-toolkit/reflecting-on-experience/gibbs-reflective-cycle]]> 2022-01-04 19:58:55 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1975039904 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1975042536 https://ba.maxmara.com/editorial/anniversary]]> 2022-01-04 20:00:32 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1975042536 Plagiarism Form 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1975067685 2022-01-04 20:15:49 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1975067685 References 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1977445043 2022-01-05 21:37:18 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1977445043 Reflective Journal 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1977455795 2022-01-05 21:45:59 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1977455795 Final Press Release 061357 https://padlet.com/061357/1uanvsye62ou50qa/wish/1977457340 2022-01-05 21:47:25 UTC https://padlet.com/061357/1uanvsye62ou50qa/wish/1977457340