G!RL conceptual collection with fashion forward silhouettes, palette and details to engage an older tween demographic. Keeping current customer interest through an older age is an alternate to the guest stepping out to shop junior retailers. This strategy discovers a potential unmet consumer category and extends valuable customer retention.
Owning only the initial concept, the creative direction was pursued and is a continual part of the assortment.
DIY MY STYLE collection involves being interactive, creating an experience and promotes individuality through positive messaging and being unique. Each girl has the ability to show the world who they are through their own style. A DIY all in one shop also includes sharing through social media taking it beyond the store and fueling organic engagement.
DIRECTION AND VISION FOR UNIQUE CONCEPT
CADS/ARTWORK CREATED IN COLLABORATION WITH GRAPIC ARTIST
