RETAIL
Advertising and Marketing
Macy's | Lauren Tailored Clothing
Role: Creative Director | Head of Marketing
Objectives
My objective for the Lauren x Macy's tailored clothing campaign for Peerless was to showcase the new Lauren formalwear and outerwear assets for Macy's in-store collateral. In addition, I aimed to provide the shops with updated imagery reflecting the new seasonal mood, styles, and innovations and to capture stylish images for the UltraFlex basic replenishment suit, blazer, and trouser programs.
Actions
Selected and prepared all looks for the Lauren campaign used for Macy's Herald Square shop-in-shop and macys.com. Collaborated with the Ralph Lauren team on the on-location styling and budgets. Delivered all assets to Macy's for seasonal shop installation and web usage.
Results
Provided Macy's with lifestyle images for shop-in-shops and digital photos for macys.com and targeted emails. Utilized the new Lauren dress furnishings with the tailored clothing to show Lauren as a complete lifestyle brand at Macy's. Provided imagery for Macy's corporate marketing that they used digitally and in-store.
Dillard's | Ralph Lauren Tailored Clothing
Role: Creative Director | Head of Marketing
Objectives
My objective with Ralph x Dillard's tailored clothing campaign for Peerless was to capture new Ralph Lauren assets for Dillard's in-store collateral. Additionally, my goal was to provide the shops and website with updated imagery reflecting the new seasonal mood, styles, and innovations.
Actions
Selected and prepared all looks for the Ralph by Ralph Lauren campaign used for Dillard's store marketing collateral and on dillards.com. Collaborated with the Ralph Lauren team on the on-location styling. Delivered all assets to Dillards for seasonal store and web usage.
Results
Provided Dillard's with lifestyle images for their tailored clothing department and digital photos for targeted email promotions. Styled the new Ralph dress furnishings with tailored clothing to show Ralph as a complete lifestyle brand at Dillard's. Provided imagery for Dillard's corporate marketing that they used digitally and in-store.
Saks | Brookfield Place Men's Store
Role: Fashion Director
Objectives
My objective for the Saks Brookfield Place men's store was to create an experiential destination with a "man cave" vibe. In addition, my goal was to include apparel, products, and services not offered at other Saks locations.
Actions
Developed a comprehensive proposal for an exclusive men's store housing designer offerings for a classic, modern, and contemporary shopper. Presented the idea to the executive team. The pitch for the store included products and experiences not carried at any other Saks location.
Results
A first-of-its-kind, freestanding men's store in lower Manhattan. The store included a barbershop, skin and grooming department, a shoeshine and repair area, tech gadgets, a 3D made-to-measure shop, a coffee bar, and monthly designer Pop-Ups. The store exceeded expectations and stayed open three years longer than the adjacent women's store that opened a few months earlier.
Saks | New Office Casual
Role: Fashion Director
Objectives
My objective in creating Saks' New Office Casual campaign was to address the decline of suit sales immediately after the WSJ revealed that many high-profile financial firms sent out internal memos permitting workers to wear business-casual attire on most occasions. In addition, I aimed to help men understand how to update their wardrobe comprehensively, allowing them to look professional, polished, and casual at the same time. Finally, my goal was to not only mitigate lost sales from high-ticket suits but to increase sales of luxury sportswear.
Actions
Created a company-wide initiative on Dress Casual in two months and produced a six-page how-to manual updating business casual for customers and sales associates alike. The guide, titled “The New Office Casual,” featured five different recommendations for business-casual looks, with itemized descriptions for each ensemble allowing men to opt to buy the whole outfit or put it together themselves. Created an internal guide and video training tool to educate associates on dressing casually with a professional vibe.
Results
In two months, the initiative ended the formal dress code for sales associates at Saks nationwide and ushered in a new era of more casual dressing. Increased job satisfaction of sales associates, offering them more freedom to dress comfortably and professionally. Increased sales of luxury sportswear.