Loewe: Brand & Marketing Strategy Analysis

What it is
A visual case study produced during my degree at Condé Nast College, analysing Loewe's marketing strategy through secondary research. The video format was a deliberate choice: Loewe's identity is so deeply visual, the craft references, the art world adjacency, the Jonathan Anderson era's specific visual grammar, that a written analysis felt like the wrong container for it.

What it examines
The study traces how Loewe has navigated the tension between heritage craft and contemporary cultural relevance under Jonathan Anderson's creative direction. It looks at the brand's relationship with art (the Loewe Foundation, the craft prize, the collaborations), its approach to campaign imagery, its social media strategy relative to peers, and how it positions luxury in a way that feels genuinely distinctive rather than simply expensive.

The argument
Loewe is one of the clearest current examples of a luxury brand using cultural credibility, rather than status signalling, as its primary brand mechanism. The study examines how that credibility is built, where it comes from, and what other brands in the luxury space could learn from it.

What this proves
This piece demonstrates cultural intelligence, visual literacy and the ability to analyse a sophisticated brand strategy critically. It shows an understanding of how luxury brands build meaning, which is directly applicable to brand strategy work across luxury, lifestyle and culture-adjacent categories.