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Fashion In Process

Marcoliani Milano

Brand Identity and Brand Experience through Communication Manual and Web Platform


Marcoliani Milano focuses on the consolidation of the corporate identity of the brand Marcoliani through a reconstruction of the values that drive it and where the company can identify itself. Marcoliani Milano is a brand linked to a small "family history" began in 1947 in Brianza, Lombardy between Milan and Lake Como with a great heritage in manufacturing unique socks, made with fine yarns and produced by alchemical combination of craftsmanship, tradition and high-tech innovation.

The research aims:
• To define the "Marcoliani Milano world" through visual narrative to emphasize the stylistic codes of the company;
• To build the collection’s architecture to decline the life style of the consumer identifying specific occasions of use;
• To clarify of the communication content both at company level (narration of the history, values and vision of the company) and product level (collection’s architecture, materials, processes);
• To systematize the existing communication tools and to integrate new tools;
• To develop the web platform and e-commerce.



Marcoliani Milano is an applied research developed by FiP Research Collective at Politecnico di Milano in collaboration with Calzificio Italiano S.R.L.