Packaging Developement & Design
Data-Driven Packaging Design · VP Marketing & Creative Director, Peerless Clothing
Objective
My objective with the Lauren Ultra-Flex packaging redesign for Peerless Clothing was to replace old packaging that was no longer on-brand for Lauren. In addition, I aimed to propose new packaging better suited to Ralph Lauren's brand esthetic using data analytics.
Actions
Spearheaded customer-centric decision-making analytics for a new packaging design for Ralph Lauren's Ultra-Flex collection. Created four separate user tests with an in-house graphic designer. Received feedback from 1,811 participants who had purchased men's apparel in the past 12 months from relevant stores. Ralph Lauren approved the packaging, and Peerless put it into production next season.
Results
The average model price for the jacket with the new packaging design was approximately $20 higher. That meant the people in the experiment gave feedback that they would pay $20 more for the same item with the new packaging. Increased Lauren sales at Macy's by offering a new look for the clothing while still identifying the Ultra-Flex features.