// NSW ESSENTIALS //
// MISSION //
This is my initial brand analysis for Bags. It's simple but became the foundation for many projects over the years to drive business growth in Accessories.
// PROBLEMS TO SOLVE //
// INSIGHT & DIRECTION //
First, we had to convince the Business and Merchandising Teams we could succeed. The Bags team was risk-averse, sticking to familiar franchises like Brasilia. As a design team, we collaborated on format, vision, vibe, and voice to build alignment early in the process.
// GRAPHICS & COLOR //
The design teams generally worked well together to align on vision. The product designer was passionate and opinionated, which I appreciated, but could become stuck when disagreements arouse. I quickly resolved conflicts to keep the team aligned and the process running smoothly.
// FINISHED EXECUTION //
The collection was an immediate success, particularly the small cross-body bags. It proved that we should: 1) create more lifestyle-focused collections, 2) comfortably raise the average price, and 3) recognize that men can wear totes!
// RESULTS //
TEAM CREDITS
Product Design / Matthew Blunt
Material Design / Hannah Amis
PM / Jeremy Wilson
Development / Addy Bardwell
// 2ND GENERATION //
In future seasons, we made slight adjustments to the silhouette offerings, toned down the graphics, and refined the construction and color strategy to appear less youthful and masculine.
TEAM CREDITS
Product Design / Dan Coric
Material Design / Hannah Amis
Trims / Christina Pucci
PM / Jeremy WIlson
Development / Ashlie Bell