Creative Design

Private label fashion design of the Versona Brand that delivered $278M in revenue sales.

Creativity is vital in fashion, it’s even more critical to create an impactful and memorable house brand that resonates with your customer on a personal level. A leading specialty retailer in women’s fashion and accessories had difficulty in creating an impactful private label brand and a positive response from the consumer to the assortment of Versona stores (a new division with 66 stores).

We were hired in an interim short-term contract role to manage private label product design, development, and branding. In addition, the client wanted to create a Versona Private label brand with the goal to increase product margins to 65%

More about the project.

During the discovery, we identified the customer persona through well-structured market research and sales analysis. We prepared a road map of three phases- Define / Measure / Analyze, Improve / Design, Implement and Control, with key deliverables and timelines for each phase.

We defined the customer persona and created an avatar with a unified image. Through market and sales analysis, we were able to understand where the persona shops and which styles were essential to her. With the right product assortment, we designed trend boards that were shared across departments in order to have a unified look and stay on target.

We implemented a process that ensured a unified look and feel for the new product with systems and processes to meet and verify the creative direction in all departments. We verified that the product was converting by conducting a pilot in one of the stores.

We assembled and trained design teams delivering results under aggressive deadlines. We achieved double-digit sales increases in one quarter by redefining brand identity and a target market. We then worked with product development team leaders to devise seasonal product calendars for multiple categories.

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