USI Master Students win the La Martina Digital Creativity Challenge
Institutional Communication Service
8 April 2019
At the Fashion Innovation Week, held in Lugano last week, a group of USI students from the Master in Digital Fashion Communication won first prize in the "Digital Creativity Challenge" dedicated to La Martina with the project #LAMARTINA4YOU.
The Fashion Innovation Week is the most important Swiss and cross-border event dedicated to innovation between fashion and technology. The second edition, which took place in Lugano from 1 April to 5 April featured a programme filled with special events, workshops, and panels. Among many activities, this year the first “Digital Creativity Challenge”, at which eleven groups of students from academic institutions in Switzerland and Italy (SDA Bocconi, SUPSI, University of Luzern, Università dell’Insubria, USI) competed to provide the fashion international brand “La Martina” with ideas for a marketing plan and solutions for its eBusiness development that take into account factors such as sustainability, innovation and the digital transformation.
During the two-day competition, participants spent the first day to fine tune the creative aspects, and the second day to prepare the so-called pitch, and present their projects to a jury of experts from the academic and business worlds, including Enrico Roselli, CEO of La Martina Europe and Carlo Terreni, President of NetComm Suisse Association.
After such intense, challenging and exiting days, all presentations provided interesting and creative suggestions to the company.
The winning group was one of the two groups of USI students, enrolled in the Master in Digital Fashion Communication, a joint programme of USI and Université Paris 1 Panthéon-Sorbonne (Paris, France). The winning project of the group #LAMARTINA4YOU proposed an innovative solution for an omni-channel strategy implementation of La Martina while respecting the mission of the brand, its cultural and social values.
According to Dr. Nadzeya Kalbaska, coordinator of the Master, “It’s wonderful to have an opportunity for our students to participate in such competitions and engage with real issues related to the digitisation companies have. I am proud of both groups from USI: I believe they were creative, they listened well to the specific challenge they needed to tackle, but most importantly, they were able to show their team spirit”.
For detailed information on the Fashion Innovation Week and the Digital Creativity Challenge: http://fashioninnovationweek.ch
The new USI Master in Digital Fashion Communication: www.usi.ch/mdfc