THE PROJECT IS FOUNDED ON THE NEED FOR THIS SECTOR TO EXPAND ITS BUSINESS ON INTERNATIONAL MARKETS, ON THE ASSUMPTION THAT IN ORDER TO ACHIEVE AN IMPORTANT OUTCOME AND WITH LASTING EFFECTS, IT IS NECESSARY TO IMPOSE ITS OWN IDENTITY ON THE MARKET. THIS WILL BE POSSIBLE ONLY IF, AS A RESULT OF THE TARGETED MARKETING MEASURES, THE DESIGN OF THE TRADE MARK IS THE ONLY WAY FOR THE CREATIONS OF THE TRADE MARK LUCAGUERRINI. THROUGH THIS PROJECT, THE COMPANY INTENDS TO POSITION ITSELF IN A MARKET SEGMENT OTHER THAN THE ONE NORMALLY KNOWN, WHICH IS WILLING TO RECOGNISE A HIGHER VALUE FOR THE PRODUCT, IN A SPIRIT OF DIVERSIFICATION OF THE CHANNELS OF TRADE AND WITH THE AIM OF COMPENSATING FOR SALES DUE TO CRISIS IN THE MARKETS OF THIS ZONE. IN ORDER TO ACHIEVE THE OBJECTIVE OF THE PROJECT, THE AIM OF THE PROJECT IS TO DEVELOP A NEW COLLECTION OF HUMAN SHOES INTENDED TO BE CARRIED OUT BY MEANS OF AN INNOVATIVE COSTU PROCESS.