STORY CONCEPT: BASIC DENIM
'The All Weather Denim Experience'
Storytelling is a great way to educate customers. It’s easier to see a red thread running through the visual execution. See the story created for the basic denim line from D7’22 onwards.
01
Using sales data I saw a clear picture on our customer’s needs in terms of functionality and weight. China being a vast country with different temperature zones I was looking for a product that can be sold in different areas all year round.
02
Some mills offer temperature regulating denim fabrics suitable for this program. I proposed different names and icons and we set on INFINITYTEMP365.
03
Our graphic designer took this inspiration to create a visually cohesive program from hangtag to pocketing using Jack&Jones’ ampersand brand icon as an infinity icon. A storyboard for marketing was created to propose ways to communicate this function to our customers.
04
With this story concept, creating the collection felt rather effortless. Bestselling fits combined with a comprehensive wash range offering the right jeans for every season.
05
Take a look at the final result and a selection of the products. Don’t miss out on the little clip highlighting Lycra’s COOLMAX ALL SEASON – one of the fabrics keeping you cool in summer and warm in winter.
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