CHARLES PHILIP MILANO
An investment fund chose Bliss to support the strategic definition, operational governance and value enhancement of the brand Charles Philip Milano
For the group, the brand was not simply a fashion project but an asset to be structured and strengthened, with a clear horizon of selective scalability, growth in brand equity and consistent positioning in high-spending markets. Before we came on board, a significant industrial decision had already been made: production had been entrusted to one of the most authoritative Italian manufacturers in the sector, historically involved in building excellence for brands such as Loro Piana.
Our work fitted into this trajectory, with the aim of aligning production, positioning and brand perception.
Bliss Agency supported Charles Philip Milano in strengthening the brand’s digital presence, generating 209,400 Instagram accounts reached, 423,200 impressions, follower growth from around 400 to 4,023, over +900% in Google Shopping clicks and an increase in email CTR from 1.8% to 6.8%, with an average e-commerce basket of €914.
Period: 2024
Project duration: 365 days
Featured in
Brand presence in the press and trade media
The project generated a resonance that went beyond owned channels, finding space in newspapers, magazines and leading media in Italy and abroad. The visibility achieved is not merely a result in terms of exposure, but confirmation of a narrative capable of capturing the attention of today’s editorial system, enhancing the brand in contexts consistent with its positioning, its aesthetic and its cultural relevance.
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| Channel | Users | Engag. |
|---|---|---|
| Organic Social | 46,4% | |
| Paid Social | 19,6% | |
| Organic Search | 73,0% | |
| Direct | 57,5% | |
| Referral | 70,6% | |
| Organic Shopping | 58,8% |
Bliss Agency X Charles Philip Milano
Instagram — Performance over the Period
Overall results
Between March and September 2024, the management of the Instagram profile @charlesphilip__milano delivered the following results. Accounts reached totalled 209.400, up 190% on the first month of management. Total profile impressions reached 423.200, 95,8% of which came from non-follower accounts in discovery mode. Current followers stand at 4.023, up 905% since the start of the engagement, with growth continuing beyond the mandate period. Profile visits in the second period totalled 7.095, up 83% on the 3.884 recorded in the first month of tracking. Clicks to the website from Instagram totalled 1.350, up 134% on the 576 clicks of the previous period, confirming the profile as a direct acquisition channel. In 90 days, 54 pieces of content were published under an editorial plan structured around Reel and Post formats to maximise discovery. The single most-viewed piece of content reached 58.000 views: an organic Reel produced during the engagement.
Top 4 posts by views
The top-performing Reel of summer 2024 totalled 58,559 views. The second Reel, also from summer 2024, reached 33,818 views. The third piece of content, a late-summer 2024 Post, achieved 32,257 views. The fourth, a late-summer 2024 Post, recorded 16,413 views.
Demographic and geographic distribution
Women make up 57.3% of the audience reached. The main age group is 35–44 at 32%, followed by 45–54 at 27.1% and 25–34 at 22.2%. 95.8% of views come from non-follower accounts in discovery. The international share of the audience comprises 24.6% from the United Kingdom and 1.9% from Russia. On the website, the geographical distribution of users records 1,122 sessions from Italy, 452 from the United Kingdom, 37 from Russia, 24 from France, 23 from the United States, 20 from Germany and 48 in total from Spain, Poland, the UAE and Romania, for a total of over 10 markets reached.
Website and Google: Performance
Traffic and engagement
In the first full month of tracking, the charlesphilipmilano.com website recorded 1.870 active users, 1.716 of them new, with an engagement rate of 46%. Pageviews over the 28 days totalled 4.735, with an average session duration of 1 minute 50 seconds and organic search engagement of 73%.
Acquisition channels — new users
Organic Social brought 792 users with an engagement rate of 46.4%. Paid Social generated 502 users with 19.6% engagement. Organic Search produced 227 users with 73% engagement. Direct contributed 167 users and 57.5% engagement. Referral brought 13 users with 70.6% engagement. Organic Shopping generated 8 users with 58.8% engagement.
Google Merchant Center
All 677 products uploaded were approved, with a 100% approval rate and zero rejections. Google Shopping clicks grew by 5,1% on the previous period. Organic clicks to the site via organic search reached 227 users with 73% engagement. The site engagement rate recorded in GA4 was 46,19%. Google Shopping CTR is rising and the feed covers more than 10 international markets.
Email Marketing and E-commerce
Email marketing campaigns
The email campaigns totalled 1.781 deliveries with a delivery rate of 99,5%. Total opens reached 988, up 13% on the previous campaign, rising from 877 to 988 opens. Email CTR settled at 6,8%, an increase of 278% in one month from the starting point of 1,8%.
Shopify e-commerce — international sales
Total gross sales reached €3,083. Average order value stood at €514. Buyers came from 4 countries: Italy, the USA, the UK and Germany. Abandoned-cart recovery is active, with 5 carts in progress.
Presence and Distribution
Pitti Immagine Uomo 106 — Florence
Charles Philip Milano took part in Pitti Immagine Uomo 106 at the Fortezza da Basso in Florence, the world’s leading B2B platform for menswear, with a collection of loafers, slippers and women’s footwear. Bliss Agency handled all of the brand’s digital and visual communication throughout the fair, with a focus on international buyers and the wholesale channel.
Editorial coverage — L’Officiel Homme
The brand secured an editorial mention in L’Officiel Homme, one of the leading international menswear titles and an editorial benchmark for premium fashion, with global distribution in more than 25 countries. In premium fashion, international editorial validation is the credential that legitimises the perception of luxury even before the product does.
Manufacturing — Made in Italy
Production takes place at a manufacturer in Parabiago, in the province of Milan, a footwear district of excellence for Lombard luxury and a production partner to international luxury brands. Every model is handcrafted in Italy, 100% Made in Italy.
Strategic Advisory
/01
[ AUDIT, POSITIONING AND DECISION ROADMAP ]
The first level of intervention was a Strategic Marketing and Brand Positioning Audit, aimed at clarifying the scope of the brand’s development and translating it into a consistent, measurable operational roadmap.
The main lines of work included:
- analysis of the brand’s prior rights, solidity and defensibility
- target definition through buyer personas and customer archetypes, integrating psychographic and behavioural analysis of aspirational consumption
- mapping of the target market and competitive landscape, with a focus on the mechanisms of perception and differentiation in the premium segment.
This phase was decisive in establishing what the brand should become, before any aesthetic or communications work, reducing the risk of strategic inconsistencies in later phases.
Visual System & Graphic Design
/02
[ TRANSLATING IDENTITY INTO A CONTROLLED VISUAL LANGUAGE ]
Following the audit, a proprietary visual grammar was developed, capable of translating the strategic positioning into a coherent and lasting system.
The work was approached by subtraction, with the aim of:
- eliminate expressive redundancy
- ensure consistency across campaigns, digital, retail and print
- build a visual system able to support the brand’s growth without losing identity and recognisability
Aesthetics were not treated as decoration, but as a functional tool for positioning and perceived value.
Campaign Architecture
/03
[ BUILDING AN INTEGRATED COMMUNICATION SYSTEM ]
The campaigns were designed as a coordinated system, encompassing strategic concept, production, adaptations and reusable assets across advertising, digital and retail.
The priority was to convert product value into symbolic capital, avoiding narrative or commercial drift that could have weakened the premium positioning.
Production and narrative choices included:
- campaigns produced in iconic, strategically relevant venues, such as the Hotel Punta Tragara in Capri
- productions in emblematic locations of Italian craftsmanship and material culture, such as the Carrara marble quarries
Premium Paid Media & Growth
/04
[ SELECTIVE GROWTH DRIVEN BY KPIs AND GOVERNANCE ]
The brand’s growth was managed through a KPI-driven model, geared towards generating qualified demand without compromising the brand’s tone and consistency.
The engagement covered:
- media planning focused on geographic areas with a high density of target audiences and on seasonal flow patterns
- creative work and messaging fully aligned with the brand promise
- continuous optimisation and structured reporting, with analytics used as a decision-making tool
This phase highlights Bliss’s role as Strategy Advisor, integrating vision, control and governance and avoiding purely executional approaches.
Made in Italy
/05
[ MANUFACTURING AS UNREPLICABLE PROOF OF VALUE ]
A central part of the project involved producing content directly inside the manufacturing facility, documenting processes, skills and production culture.
In a context of inflated storytelling, authentic manufacturing is proof of value that is hard to replicate, capable of turning craftsmanship into defensible brand equity.
Telling the story of gestures, materials and processes shifted the focus from form to substance, strengthening the brand’s cultural capital.
Editorial credibility
editoriale
/06
[ FROM COMMUNICATION TO CULTURAL VALIDATION ]
Within this process, the brand gained editorial legitimacy through publication on platforms such as L’Officiel Homme, which in the fashion sector acts as an accelerator of perception and proof of status.
