LUISS

Info docente: Carlo Fei

Profile

Carlo Fei began his carrier in Marketing working for Consumer Goods multinational Companies as a Product Manager  at Quaker Chiari e Forti (Quaker Oats) and as a Group Product Manager at Ferruzzi Group (OTC, Cosmetics and Toiletries), then he joined Disney Group as Sales and Marketing Manager and was appointed, one year later, Division Director of Buena Vista in Italy.

Since 1995 he is International Consultant of Brand Strategy and Experiential Marketing, centering his activities on research, strategic consultancy and managerial innovative training focused on Brand Strategy, Corporate Branding, Brand Extention, Customer Experience Strategy and Retail Innovation, supporting leader Companies in the Fashion, Luxury, Retail, Food and Hospitality markets.

Between 2005 and 2011 he has been Associate Partner responsible for the Brand Practice at ICM Advisors, an international independent business advisory and research firm specialized in Valuation, Management and Finance of the Intangible Assets and the Intellectual Property. In his role he led strategic projects for Luxury, Fashion, Automotive, Forniture/Design, Tourism, Food, Sport, Retail and Entertainment companies.

Between 2010 and 2014 he collaborated with Firmenich (a leading multinational company in the Fragrance and Flavor B2B business) starting as a consultant and subsequently joining Firmenich as Vice President with the assignment to create and develop an innovative project in order to open a new important business stream also in the B2C business.

Currently, amongst other roles, he is Senior Partner at ICM Advisors Head of Brand Practice and Managing Partner at TCSG TreCentoSessantaGradi.

With a Master degree in Economics, specialized in Experiential Marketing, he is Professor of Fashion Management at Università LUISS Guido Carli in Rome since 2009.

He speaks at conferences and workshops on Branding, Experiential Marketing and Customer Experience Strategy at various companies and universities in Italy and abroad. He has been guest speaker of the Olympic Committee in Sochi (RU) to illustrate the importance of Branding in the Sport business. He is also a participant/member of BRITE Conference (Brand, Innovation, Technology) at Columbia University in New York since the 1st edition.

Track Record

Design, development and launch of innovative concepts and products in Petfood, Toiletries, Entertainment, Food, Retail.

Brand Asset Valuation and Brand Strategy development for several leader brands both B2B and B2C in different markets among which: Fashion, Jewellery, Food, Coffee Machines,, Sportswear, Tourism, Forniture, etc.

Design and implementation of new practices on Brand Experience Assessment and Customer Experience Journey design offered by the Brands to their customers.

Design, development and implementation of the first global research on the Customer Experience offered by 14 leader Luxury/Fashion brands in 268 Flagship e City Stores in Europe and New York City and published by national and international press.

Creation, design and implementation of a european research (France, Germany, Italy, Switzerland) on the coherence between the communicated Brand Values and the Customer Experienceoffered by some of the most typical Premium Brand in the Automotive business (Audi, BMW, Jaguar, Lexus, Mercedes, Porsche) .

Creation, design and implementation of the Brand Experience Strategy for Leader brands in the Luxury, Fashion, Retail and Food Brands.

Design of an innovative and experiential Food Retail concept for a leader Department Store Brand.

Author of “Luxury Brand Experience Management: Can Hotels Learn From Luxury Retailing?” written together with Jukka M. Laitamaki, Ph.D. Clinical Associate Professorat New York University and published in 2009 by Preston Robert Tisch Center forHospitality, Tourism and Sports Management at NYU.

Among the main Brands he collaborated with, are: Alexander McQueen, ArcLinea, Armani Jeans, Astoria Coffee Machines, Balenciaga, Bottega Veneta, Burberry, COIN, Copat Cucine, Dior, Elmar Cucine, Emilio Pucci, Ermenegildo Zegna, Excelsior, Fay, Fendi, Giorgio Armani, Gruppo COIN, Gruppo Gucci, Gucci, Hogan, I Pincopallino, Lanvin, Loro Piana, Louis Vuitton, Mauro Grifoni, Nordica, OVS, Roberto Cavalli, Salvatore Ferragamo, Saint Laurent, Sergio Rossi, SINA Hotels, Slow Food, Stefanel, Stella McCartney, Tecnica, The Mall, TOD’S, Valentino. Between reference institutions he collaborated are:  Assosport, Federlegno Arredo,  Trentino Spa. ecc.

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