How do you scale a brand without losing its soul?

This concept explores how GANNI, a Copenhagen-based fashion brand, can bring its playful, purpose-driven identity to Latin America through a culturally fluent market entry in Mexico City. Developed as part of my Master’s in International Marketing & Finance, the strategy combines consumer insight, sustainability storytelling, and local activation to create a flagship that feels both global and grounded.

From influencer strategy to in-store experience, this project demonstrates how brand expansion can prioritize meaning over footprint, building loyal communities, not just new customers.

This case reflects my interest in brand localization, community-driven marketing, and the intersection of culture and commerce.