Fabio Ciquera - Fashion Street - London
My experience as a communication strategist for the luxury industry spans a twelve year period. My career started at mega brands like Gian Franco Ferre’ and the Chanel Group, where I absorbed the philosophies of communicating luxury to a global target audience. The communication panorama changed fast in the early noughties; smaller brands had to radically rethink their communication strategies relying on the qualities and exclusiveness of their products more than on huge advertising budgets.
When I realised that this trend was becoming mainstream , I moved to a small, high-end brand, Zilli France. Still my dream was to work in the publishing industry.
My first chance was at UpStreet Magazine, a well-established French Men’s publication, where I turned around the British version adapting it to the UK market and increased advertising revenues by 25%. This was achieved by creating a positive stream of communication about the title as well as strengthening relations with brands.
In 2006, I joined Plastique Magazine. Using my strong network of brand’s top executives and knowledge of advertising sales agencies, along with a strong PR acumen, I put Plastique on the agenda of Fashion Houses and fashionistas alike. As part of the strategy I created a solid network of distributors; Plastique was largely available in key urban areas and in top stores as 10 Corso Como in Milan, Colette in Paris and Barns&Noble in NYC.
Alongside with Plastique I worked with the fantastic team of HQ Communication, a boutique communication agency for the Arts. Together we created communication solutions for The Royal Academy and the British Museum. It was a remarkable experience working for The First Emperor exhibition, held at the British Museum in 2007.
In 2007 I took the post of Communication Director at IF – Imagine Fashion, a revolutionary video platform for the online and on mobile audience. What lured me to join IF’s team was the unique offering; editorial videos directed by leading photographers and directors along with exclusive editorials. The challenge was to create a communication strategy that illustrated a new and forward way to consume high-end fashion.
I created a network of advertising sales agencies across Europe. Mainly I created a strategy that gave IF credibility as well as tangibility, associating the new publication with top luxury brands in London, Milan and Paris.
I am currently teaching Luxury Management and Strategies at Istituto Marangoni in London and I took the position of Communication Director at CREEM Magazine in New York City. I also contribute to Browns Fashion‘s blog in London, reporting on fashion, design and art.