Agency to extend brand’s signature Italian style and elegance into multiple categories in UK.
Leading Italian fashion magazine, Grazia has hired Brandgenuity to build its UK licensing programme.
The agency will look to build a programme which extends the brand’s signature Italian style and elegance into multiple product categories.
Brandgenuity is looking into both licensed products and services for the brand, exploring opportunities in areas including apparel and accessories, cosmetics, beauty, fragrances, home collections, stationery and branded experiences, with a target demographic of women aged 25-45.
“We are thrilled that Grazia have selected us,” said Teri Niadna, md of Brandgenuity Europe. “Women want to feel empowered, confident and on trend, and we believe that Grazia’s style authority across categories, combined with its distinctive Italian panache, will make it an enticing brand.”
Launched in 1938, Grazia is the only Italian magazine with 20 international editions and a strong presence and awareness in all continents. The brand combines its strong heritage with a fresh and contemporary approach.
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