Tasked with repositioning a newly acquired outerwear brand for a younger, more fashion-conscious customer, the strategy began well before the campaign. From concept development and color direction to assortment planning, I established the seasonal narrative and defined the product vision, collaborating closely with Design and Merchandising to build a collection with a clear and differentiated point of view.

This strategic foundation carried through every customer touchpoint, informing the campaign concept, styling direction, and visual identity. By aligning product strategy with brand storytelling from inception, the relaunch introduced a more contemporary brand expression that resonated with a new audience while strengthening the collection's commercial appeal.