The new casual chic by Ronnie Kay
Strategic innovation for the kidswear brand that changes its skin following the inevitable growth of digital natives.
While the digital natives generation, i.e. the children born in the digital era, inexorably grows, the kidswear brand Ronnie Kay inevitably evolves as well. Just four years after its debut, it will be involved from next season in a new project by Gruppo Fratelli Casillo thanks to the arrival in the company of new experienced competent professional.
Born to meet the needs of the “smart gang”, i.e. the digital generation tribe, the brand therefore prepares to completely shed its skin. It is not surprising because Ronnie Kay has always been more than willing to follow new trends and the aspirations of its target audience and to broaden its commercial and distribution horizons.
Dr. Carlo Canelli – Consulente Retail e Commerciale Gruppo Fratelli Casillo
“The goal of our corporate strategy is to create a product suitable for a more international audience, attractive to the entire European market, through a style and creative path that involves the construction of a collection with a more refined, clean, formal look that we like to call casual chic. This change will allow us to embark on a new distribution course that will position us in the so-called premium segment and give us access to the most important and prestigious European and overseas department stores”, explained the managing director of Gruppo Fratelli Casillo.
In order to support this ambitious exciting project, the company will rely on the joint advice on commercial matters by two very competent professionals such as Dr. Carlo Canelli and Dr. Salvatore Napolitano, both bringing forward new ideas interesting ideas, perfectly suited to achieve the brand development plan. These are the premises of the new direction for the brand, which in the meantime will return to exhibit in Florence to unveil the renewed Ronnie Kay with a two-day event with different happenings and a fashion show. This major change will be accompanied and supported by a communication strategy that includes advertising campaigns aimed at the end consumer, but also to the industry, in print, on billboards and online.