// FUTURA LUXE COLLECTION //
// 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 //
The project's foundation wasn't ideal. Everyone agreed to focus on women, but opinions on how to do it varied. Budget and time constraints prevented market research, so we formed a small team of cool women from campus, narrowed our focus, and trusted our intuition.
// DE-COMPLEXIFICATION //
The designer on this project generated hundreds of sketches, which often overwhelmed her triad partners and made it hard for her to narrow down ideas. Since she loved fashion and could sew, I encouraged her to build in 3D. This made the process more enjoyable and easier to share ideas.
The designer lacked confidence in her sketching and compared herself to other designers. I encouraged her to embrace her unique style. Everyone loved her sketches for their individuality and clarity in communicating design ideas.
// FACTORY ONSITE //
Because this was a large new collection, we traveled to Dongguan, China, for a factory visit. With many such trips behind us, things went smoothly, and we explored various strap and hardware options. We also made an effort to spend more time with the Chinese Nike PCC and factory team, getting to know them personally and learning about Chinese culture.
// FINISHED EXECUTION //
The lack of focused consumer insights made this project challenging, but we were pleased with the results. The line was fairly successful in the market and remained available for several years. It proved that we could make women’s lifestyle bags and paved the way for future women’s projects.
// RESULTS //
TEAM CREDITS
Product Design / Aubree Radewald
Material Design / Hannah Amis
Trims / Christina Pucci
PM / Erin Monahan
Development / Lisa Klein