Fragrance Licensing Strategy Project
In collaboration with Temperley London
Where scent becomes storytelling. A new collaboration with British fashion house Temperley London explores fragrance licensing as a strategic pathway for brand extension.
The Project
Istituto Marangoni London has launched a strategic collaboration between its postgraduate fashion business programme and luxury British fashion house Temperley London.
Led by Programme Leader Katherine Boxall, this initiative challenged students to rethink brand extension through the lens of fragrance licensing, focusing on how licensing strategies can deepen consumer intimacy and expand commercial potential.
Working under the direct brief of Temperley London’s CEO · Luca Donnini, students were invited to align creativity with commerce, contributing fresh perspectives to the brand’s evolving identity and retail vision.
What role can fragrance play in the strategic expansion of a fashion house? This was the core question posed to postgraduate students at Istituto Marangoni London as part of their collaboration with Temperley London.
Acting as strategic consultants, students conducted a comprehensive strategic brand audit of Temperley London, critically evaluating its current branding, positioning, and business models. With a strong emphasis on licensing within the fragrance sector, the project asked students to identify how fragrance could serve as a meaningful and emotionally resonant touchpoint for the brand’s audience.
Drawing inspiration from Temperley’s belief that “brand licensing creates a great diversity of opportunities to use in their stores and connect with consumers” (Temperley, 2024), students proposed new licensing strategies to enhance the brand’s commercial resilience and storytelling capabilities. Throughout the process, they received guidance from Programme Leader Katherine Boxall, along with strategic insights from Temperley’s CEO, Luca Donnini.
This project was designed to bridge academic insight with industry practice, challenging students to apply strategic thinking to real-world brand development scenarios.
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Strategic Innovation
Equip students to identify new commercial pathways for heritage fashion brands. -
Brand Extension
Explore how fragrance licensing can build emotional engagement and lifestyle cohesion -
Industry Engagement
Offer students real-world consultancy experience through a live brief from Temperley London. -
Critical Thinking & Research
Develop skills in brand auditing, consumer insight, and strategic proposal development.
The project concluded with the submission of in-depth strategic assignments, through which students articulated tailored fragrance licensing strategies for Temperley London. Each proposal combined critical brand analysis, consumer insight, and commercial foresight, offering innovative ways to expand the brand’s reach and emotional resonance through fragrance.
The assignments demonstrated a strong understanding of both creative and strategic dimensions of fashion business, highlighting the students’ ability to engage with complex industry challenges. This collaboration reinforced Istituto Marangoni London’s dedication to providing students with meaningful, real-world learning experiences grounded in current market needs.
The project launched in the middle of February 2025 with assignments being handed in towards the end of March 2025.
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