DESIGN PROCESS
New Denim Fit Campaign
For AW’22 we decided it was time to clean up the number of fits offered by Jack&Jones. In the following I will share how I approached this task to give insight on how I manage projects of this kind.
The whole process can be broken down into the following steps.
01
I kick-start projects by seeking available data. I analysed and evaluated the sales performance of the current offer. Fittings with multiple models helped me to understand the benefits and differences. Lastly I explored how the brand currently educates our customers on the product.
02
Based on my data I proposed a reduction of -50% pointing out the decrease of sampling. I included the buying and marketing teams at this point sharing my findings in a compelling presentation.
03
The team and I looked into leading denim brands to learn how they promote and educate their customers on their offer. This market research was done online as well as offline.
04
We organised an internal photo shooting to create a visually compelling strategy and action plan. This included physical and digital mock-ups as well as guidance and inspiration for the marketing department.
‘The future happens in moving pictures’ – was my thought and a newly developed passion for creating videos led me to include a mood video direction. It allowed me to point out key factors I considered to be important in order to match the current zeitgeist. A play of black/white with coloured images including female models added a fresh approach.
Below you can see the created mood video. Please note that all image and sound credits belong to the associated brands and artists. This was merely used to communicate a feeling internal departments.
5
There is no better feeling than seeing an idea come to live. Below you can see an extraction of the released campaign for Jack&Jones AW’22 new denim fits. Note that this campaign has been trending since JUL’22 until today (NOV’22) on Jack&Jones’ social media platform Weibo.
