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Marco

Chiappalone

Milano Fashion

Amati

Marco Chiappalone was assigned to a second-year Istituto Marangoni fashion design student, Alfonso Mazzacano, with the strategic task to transform his creative work into a real brand and to develop a communication plan for its launch on the Italian market. Marco took the strategic decision to create a brand named Amati, playing with the initials of the designer and the sound of the Italian word for “love yourself” and “loved”. The plan is developed at an exceptional level, taking in consideration important trends as gamification and emerging technologies as artificial intelligence.