Liberty London x Istituto Marangoni London
Reimagining Liberty’s Omnichannel Experience For A New Generation
Istituto Marangoni London collaborated with Liberty London on a project engaging students from the MBA Digital Transformation and Leadership for Fashion course. The students’ objective was to explore how Liberty can evolve its omnichannel experience to better engage younger audiences and international customers, while maintaining its strong heritage identity.
Throughout the project, students analysed Liberty London’s current positioning, focusing on its loyal core customer, curated product offering, and immersive in-store experience. Building on these insights, they identified opportunities to expand the brand’s reach to Gen Z consumers and global audiences.
The students developed strategic proposals aimed at improving digital engagement, strengthening personalisation, and enhancing the connection between online and offline touchpoints. Their work focused on key areas including e-commerce optimisation, mobile app development, loyalty programme evolution, and social media strategy.
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A central focus of the students’ work was the enhancement of Liberty’s omnichannel ecosystem. They identified opportunities to make the digital journey more intuitive, personalised, and discovery-led.
Proposed solutions included improving website navigation, increasing visibility of key categories such as beauty and gifting, and introducing a dedicated mobile app. The app concept aimed to integrate personalised recommendations, loyalty rewards, and in-store services, creating a seamless customer experience across all touchpoints.
Seamless journeys across digital and physical touchpoints
New tools to engage younger global audiences
Preserving Liberty’s legacy while evolving for Gen Z
Through their analysis, students recognised Liberty London’s unique position as both a retailer and a brand, defined by its heritage, curation, and design-led identity. At the same time, they identified challenges in reaching younger consumers and expanding international awareness.
Their proposals demonstrate how Liberty can leverage digital innovation, social media, and experiential retail to remain relevant to new generations while preserving its distinctive identity.