Case Study

Human-Centered Co-Design for a New Era of Fashion Loyalty & Community

Overview

PINKO, an iconic Italian fashion brand, partnered with Kettydo+ to design a new Loyalty and Engagement Platform aimed at strengthening the relationship with its customers and building an active, meaningful community beyond the purchase moment.

The goal was to create an integrated ecosystem that connects membership, loyalty, and community, merging emotional value and digital interaction under one strategic vision.

Pinko — Loyalty and community platform visual
Challenges
01

Positioning Clarity: PINKO's market position sat between fast fashion and luxury, requiring a clearer definition of its value and relationship model.

02

Generational Relevance: The brand needed to engage new-generation (Millennials and Gen Z) without alienating its established audience.

03

Loyalty Transformation: Design a loyalty model where "loyalty" is perceived as a brand benefit — an expression of belonging and recognition — rather than a points-based or transactional accumulation program.

04

Cross-Channel Integration: Align online, offline, digital, and community experiences under a single CRM and engagement framework.

Desk Research

Before defining the strategy, we conducted a comprehensive market and brand positioning analysis to understand PINKO's unique space within the global fashion landscape:

Market Positioning
PINKO is not perceived as fast fashion — its creative direction and brand storytelling are too sophisticated — but neither as traditional luxury. It occupies a "premium expressive" space that blends sustainability with individuality.
Benchmark Analysis
Studied leading loyalty and engagement models across luxury and lifestyle brands to identify opportunities for hybrid engagement models.
Customer & Trend Insights
Explored evolving expectations of fashion consumers — seeking empowerment, sustainability, and authentic connections rather than transactional loyalty.
Approach & Methodology

The project followed a Human-Centered and Co-Design process, combining market intelligence, customer insight, and organizational alignment across three key phases:

1
Customer Workshops
Explored perceptions, emotions, and expectations of the PINKO brand through co-creation sessions such as "If PINKO were a person" and "My Bold Moment." Used existing personas to match representative participants, and designed exercises to test and validate accuracy and relevance. The sessions helped map the emotional journey of potential loyalty interactions and identify unmet needs.
2
C-Level Workshops
Aligned leadership on brand position, the loyalty vision, and business feasibility — establishing which engagement features and experiences could generate both emotional resonance and measurable impact.
3
Stakeholder Co-Design Workshops
Engaged internal teams (Retail, Marketing, E-Commerce, CRM, and Data Science) to refine strategic priorities, ownership, and a shared roadmap. Created a Strategic Feature Matrix mapping desirability, impact, and effort, and developed a visual map of the future loyalty journey and brand positioning framework.
Pinko — Co-design and workshop sessions
Key Insights
Brand Perception
PINKO is perceived as a brand for bold, feminine, and daring women — yet its loyalty understanding is evolving beyond transactional models. Competitors are embracing community and purpose-driven engagement.
Market Gap
Customers see PINKO as sophisticated — creating a market space for a loyalty model focused on emotional value, not discounts.
Empowerment as a Narrative
The emotional opportunity lies in three key dimensions: Empowerment, Community Engagement, and Sustainability — creating bold messaging out of purpose.
From Loyalty to Community
Consumers want to belong, not accumulate. The future of loyalty lies in shared storytelling, participative collaborations, and feel-good interactions.
Omnichannel Expectation
Customers expect a connected experience across store, digital, and direct touchpoints, supported by personalization and community contact.
Digital Maturity & Engagement
While PINKO is e-commerce and social-presence strong, the opportunity lies in extracting digital touchpoints into relationship-enabling surfaces that inspire and connect rather than convert.
Pinko — Research and strategy
Customer Workshop Insights
Pinko — Loyalty framework
Strategic Feature Matrix
Pinko — Brand and community
Brand Community Vision
Results
New brand vision: PINKO SOCIETY
Defined the concept of PINKO SOCIETY — a global loyalty ecosystem focused on building understanding, empowerment, creativity, and shared values.
Strategic Framework
Introduced a tiered engagement model (Welcome → Exclusive → Connected) to convert transactional shoppers into engaged participants, not just loyal customers.
Feature Roadmap
Created a Strategic Feature Matrix with over 221 features, prioritizing impact and desirability for phased rollout.
Community Activation
Concepted mission-based gamification drivers to reward loyalty-building actions through partnership with fashion and lifestyle brands.
Tone & Communication Shift
Reshaped the tone of voice and brand toward authenticity, inclusivity, and confidence — aligning creative expression to the customer's lived experience.
Experience Blueprint
Designed a detailed Customer Journey and Experience Blueprint for the future loyalty program — mapping interactions across digital and physical moments.
Key Numbers
€38.5M
revenue in 2023 (+18% YoY growth) — year of the collaboration
221+
features mapped in Strategic Feature Matrix for phased rollout
← Previous Zomato All Projects → Back to Portfolio