By Daniel Langer
In the world of luxury, where creating emotion is everything, the transformation of Fiuggi water under the visionary leadership of Leonardo Maria Del Vecchio is nothing short of remarkable.
This iconic Italian mineral water brand, a sleeping beauty with 800 years of history, has been woken up and is undergoing a spectacular renaissance that serves as a blueprint for revitalizing heritage brands in the modern luxury landscape. Del Vecchio, the heir to the Luxottica empire and a rising star in Italian business, acquired a 72.5 percent stake in Acqua e Terme Fiuggi in 2024.
His vision? To break Fiuggi out of what I often describe as the sea of sameness and elevate it to a symbol of Italian excellence and luxury lifestyle.
This ambitious rebranding effort culminated in a star-studded showcase during the recent Milan Fashion Week, an unprecedented move for a water brand. The Fiuggi event at Milan Fashion Week was a masterclass in luxury brand activation.
Partnering with Vogue Italia for the #FiuggiLovedbyVogue project, the brand transformed Hangar Bicocca into a glamorous setting where fashion icons and celebrities like Romeo Beckham, Naomi Campbell and Ice Spice gathered to celebrate Fiuggi’s evolution. This fusion of fashion, art, and wellness positioned Fiuggi at the intersection of luxury and lifestyle, far beyond its traditional role as a mineral water.
Del Vecchio’s strategy for Fiuggi extends beyond high-profile events. The brand has introduced sleek, minimalist bottle designs that maintain elegance while enhancing sustainability.
This approach aligns perfectly with the evolving expectations of luxury consumers, particularly the environmentally conscious Gen Z demographic.
But perhaps the most intriguing development is Fiuggi’s expansion into beauty. By leveraging its reputation for purity and wellness, Fiuggi is entering the lucrative luxury skincare market, creating an ecosystem around the client.
This move echoes successful diversifications by other luxury brands like Louis Vuitton and demonstrates a deep understanding of the holistic nature of modern luxury consumption.
As a business school professor of luxury strategy and someone who advises many of the leading luxury brands on their transformation and elevation, I have long emphasized the critical importance of storytelling and creating cultural capital in luxury branding. Fiuggi’s transformation under Del Vecchio’s leadership exemplifies these principles. The brand is no longer just selling water, it’s offering a slice of Italian excellence, a connection to centuries of tradition reimagined for the modern luxury consumer.
This revitalization of Fiuggi comes at a crucial time for Italian luxury. My recent research has shown that the “Made in Italy” label, once a guarantee of quality and desirability, has lost some of its luster in the global luxury market.
This concerning trend prompted me to co-found the Italian Mind Foundation with Marco Gianni, Managing Partner Équité Italy, and Maurizio Mancianti, aiming to reinvigorate Italian luxury brands and make “Made in Italy” relevant again.
Last June, The Italian Mind Foundation organized a groundbreaking event at the Sala Cinquecento in Florence, a venue adorned with Giorgio Vasari’s masterpieces. There, I presented my findings on the diminishing power of “Made in Italy,” sending shockwaves through the industry. It was a wake-up call, highlighting the urgent need for Italian brands to move beyond traditional product-centric approaches and embrace storytelling and experiential luxury.
Fiuggi was a part of the presentation and it’s wonderful to see how fast a brand can change if the right strategy is deployed, the brand story changed to a client-centric model and bold standout is generated. For this year’s event in June there is already a waiting list and I will present our latest research findings leading to a new blueprint for managing luxury brands.
Fiuggi’s transformation under Del Vecchio’s guidance is a prime example of this critical approach for luxury brands and underscores his visionary leadership. By creating a brand story that extends beyond the product, Fiuggi is moving beyond water, creating a lifestyle.
The lessons for other luxury brands are clear and multifaceted. First and foremost, cultural capital has become the cornerstone of luxury strategy. It’s no longer sufficient to rely solely on product quality, in today’s world it is a given. Instead, brands must be able to formulate compelling narratives that resonate with consumers on a deeper level. Fiuggi’s successful transformation demonstrates that luxury is not just about what you sell, but the story and significance behind it.
Cross-industry collaboration has emerged as a powerful tool in the luxury sector. Fiuggi’s partnership with the fashion world at Milan Fashion Week showcases how unexpected alliances can create buzz and relevance, propelling a brand into new spheres of influence. This strategy allows brands to tap into diverse consumer bases and create multifaceted brand identities.
In today’s market, sustainability is not just an ethical choice but a luxury imperative. Fiuggi’s commitment to eco-friendly practices in its packaging and operations reflects a deep understanding of contemporary consumer values. Luxury brands must recognize that environmental consciousness is now an integral part of the luxury experience.
Diversification, when executed with purpose and vision, can significantly strengthen a brand’s lifestyle proposition. Fiuggi’s expansion into beauty products is a strategic move that amplifies its core values of purity and wellness. This approach allows luxury brands to create a more comprehensive and immersive brand ecosystem and universe.
Perhaps most crucially, Fiuggi’s success lies in its ability to embrace its rich heritage while boldly innovating for the future. This delicate balance is the hallmark of enduring luxury brands. By honoring its 800-year history while reimagining its role in contemporary luxury, Fiuggi sets a powerful example for other heritage brands seeking relevance in a rapidly evolving market.
The transformation of Fiuggi under Leonardo Maria Del Vecchio’s leadership is a blueprint for the future of Italian luxury. As the industry faces challenges in maintaining its global prestige, brands must learn from Fiuggi’s example. The key lies in creating a compelling story, embracing innovation, and offering experiences that resonate with the new generation of luxury consumers.
For Italian luxury to reclaim its position at the pinnacle of global luxury, it must follow Fiuggi’s lead in breaking free from product-centricity and instead focus on crafting stories and experiences that inspire and create meaningful connections. Only then can “Made in Italy” once again become synonymous with unparalleled luxury and desirability.
Luxury Unfiltered is a weekly column by Daniel Langer. He is the CEO of Équité, a global luxury strategy and creative brand activation firm, where he is the advisor to some of the most iconic luxury brands. He is recognized as a global top-five luxury key opinion leader. He serves as the executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at New York University, New York. Dr. Langer has authored best-selling books on luxury management in English and Chinese and is a respected global keynote speaker.
Dr. Langer conducts masterclass management training on various luxury topics around the world. As a luxury expert featured on Bloomberg TV, Financial Times, The New York Times, Forbes, The Economist and others, Mr. Langer holds an MBA and a Ph.D. in luxury management and has received education from Harvard Business School. Follow him on LinkedIn and Instagram, and listen to his Future of Luxury Podcast.
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″,”iv”:”df9732a3f81698db45a4bf1f24de9baf”,”s”:”8fc3e67ea5b37ce5″}
