Brisbane fashion label Maiocchi delivers the figures in new web spot launch via Engine Group

Screen Shot 2014-07-24 at 8.07.46 am.jpgBrisbane fashion label Maiocchi has teamed up with Engine to not only reposition the brand but to inspire all women to wake up and decide that today will be a day to remember as demonstrated in the new web spot.

The major rebrand of the fashion label includes a new brand idea, logo and in-store experience - all the way down to swing tags and bags.

Engine managing director, Tim Weger said the positioning created - 'Today is the day' is an excellent encapsulation of an insight led strategy.
Says Weger: "Our strategy encourages woman to love themselves and feel confident, any day of the year."

Engine co-creative director, Merrin McCormick said customers see Maiocchi designs as 'special' and suitable for special occasions. We wanted to reposition every day as a special occasion worthy of a Maiocchi frock.
Says Merrin: "We wanted to give women permission to play dress-up and enjoy the pleasure of Maiocchi's beautiful fabrics, flattering lines and quality finishes any day of the year."

Engine co-creative director, Kory McAvoy said working alongside owner and designer of Maiocchi, Deanne Mayocchi was a wonderful collaborative experience.
Maiocchi.jpgSays McAvoy: "We really love what Deanne's designs do for women, and it was really important for us to create a look and feel for the brand that encapsulated all of that beauty, lightheartedness and confidence."

The new brand was unveiled and celebrated with customers at a VIP event hosted at Maiocchi's Paddington store last night and will begin to roll out in the digital space, through social and via POS and in-store.

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