customer and purpose
our 2022 denim relaunch was centered around 1/ giving our kid denim they ACTUALLY want to wear in terms of all-around comfort, on-trend fits and great washes and 2/ taking away the frustration of figuring out sizing for the parent AND making sizing inclusive to more body types (we always keep in mind we have 2 customers to win over, the parent and the kid!)
so much incredible work went into this year-long project with our customer insights team, tech design teams, marketing teams, sourcing teams, design teams, and most importantly, the kids themselves. the denim was literally kid-approved!
DESIGN DIRECTION:
below are a few of the denim-specific pages from our BTS 2022 Creative Direction deck. it was very much a jumping off point for all of exciting and in depth work we would embark on.
or any retailer that does denim, they know what a feat it is to drop an entirely new and revamped line of denim. we invested in new denim fabrications suitable to ultimate comfort and more authentic vintage washes. we designed into new fits since looser fits were trending. we looked at every detail with a fine toothed comb, from waist tab adjusters, to soft labels, to backing our destroy for school compliance. with the help our tech team we refined the size chart to be easier for parents to identify the right fit. we brought in children for fittings throughout the entire process.
the goal being, to be the leader in the market for frustration-free, trend-right, awesome denim; and most importantly, help kids be comfortable and confident in their clothes as they head into another school year.
denim outfitting pages from BTS 2022 Creative Direction
fit range line up proposal from BTS 2022 Creative Direction
initial trend research pages from BTS 2022 Creative Direction
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
boys denim and woven bottoms design lead – amy baron
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.]