customer and purpose
coming off of the winter lull, spring break is one of the most eagerly-awaited and pre-planned times for our families. we know from insights that planning begins in january and shopping as early as february. enter short sleeves, fashion, shorts, swim shopping… and the excitement for a vacation.
for spring break, we knew we needed easy casual items for traveling and being being active such as tees and fleece, as well as 'dressy' items for dinners out, golfing with Dad, shopping with Mom…
from this, i was excited to introduce a collection we initially called the 'All Day' collection, which is now named Comfy Dress-up in current marketing. its purpose served to provide dress-up outfit options that our kid would not despise wearing for their spring break activities.
—THEME NO. 1
TAKE A TRIP
— CUSTOMER FACING CAMPAIGN
COMFY DRESS-UP
— SET DATE
MARCH WK 4 2022
the premise of our ‘All Day’ Collection was to create a focused assortment that utilized super soft cottons and/or functional fabrics in a dressed-up but versatile manner. think golf shorts, button down shirts, henleys and comfy shorts in stretch or active fabrics. we loved taking a preppy angle with trending geos, micro patterns, stripes, and new neutrals. to supplement the ‘All Day’ capsule, we made sure to offer our kid his favorite fleece and tees with a MLB licensing, updated logo layouts and all over patterns. the key outfits page showcases how our ‘all day’ items, trend pieces and casual items can outfit together in a comfy but cool way.
SHORTS FOR EVERY OCCASION
one of the must-win businesses come spring is our shorts business. kids live in shorts the minute it becomes slightly warm until it is freezing and they are forced to wear long pants. we made sure to design a shorts assortment that was end-use focused, so our kid has every short he needs for every occasion. while focused on end-use, i made sure to not be void of trend such as nylon (pool to play) shorts, denim in great washes, and basketball shorts.
our visual/ product channel marketing team produces this store floorset view of the product. i work closely alongside them to help guide placements and ensure the vision and strategies from creative direction execute well, in terms of overall theme, color palette, statements and key outfits.
in addition to the store floorset documents, our visual team supplies us with a DTC view of certain ‘shops’ we are going after for the season; and in this case our shorts shop, for spring.
CREDITS:
with every season, it takes an amazing team to make the vision come alive:
GVP of Design, abercrombie kids – sarah schwartz
senior design director, abercombie boys – roma king
concept and art direction, abercrombie kids – becca scono
social media and website work – a&f marketing, stylists and web team
[material shown here is property of abercrombie and fitch and is not for use or reference outside of showcasing my previous work and abilities during my time at abercrombie kids.]