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Project Overview
Banana Republic is a clothing and lifestyle company rooted in safari and adventure. Launched in Spring 2022, the Baby line was created to bring in a younger consumer and showcase organic materials and covetable artwork. Elements of baby artwork include iconic one-of-a-kind artwork, whimsy, and a focus on signature detailing.
Role
Textile designer leading the design from conception to production.
The Problem:
Banana Republic is struggling to attract and engage with the Millennial customer. With an aging consumer demographic and changing market trends, the current assortment felt disconnected to the needs of a younger consumer.
The Goal:
A new business strategy was implemented to launch a baby category which would allow for a younger consumer to shop at Banana Republic and ensure long-term competitiveness in the market.
Research
Summary
I conducted market research by comparing high-end and direct competitor’s online baby and toddler assortment. After comparing artwork, novelty details, and fabric offerings I concluded high-end competitors offered quality materials focused on natural fiber composition and distinctive artwork that reflected the brand identity. Other key findings within high-end assortments included novelty details and collectable designs.
Artwork Parameters
1. Covetable
One-of-a-kind artwork that is unique and collectable
2. Brand Identity
Artwork aligned and exemplified the brand aesthetic
3. Signature Details
Garments had had end finishing complete with contrast stitching, embroideries, and hidden features.
Meet the Customers
Polished Professional
The largest consumer market at Banana Republic is the polished professional. This target group seeks a timeless and professional wardrobe with pieces that feel effortless. Although the closet consists of classic pieces, they add personality through accessories and styling. When purchasing an item, they seek out quality, longevity, and staple pieces.
New Expressionist
The new expressionist is an emerging consumer persona within the business. Since self expression is a key value, they seek out statement and trend forward pieces that push proportion, shape, and color. In order to convert this consumer group to purchase, an item must be one-of-a-kind, memorable, and stand out within the assortment.
Initial Design
Paper Sketching
Taking time to sketch motifs on tracing paper ensured a cohesive hand among elements. Each element tied back to Banana Republic’s brand identity rooted in safari, exploration, and imagined worlds. Paper sketches were used to show quick concepts to help align on the overall handwriting and key motifs for BR Baby.
Low-Fidelity Designs
Prior to mocking up the initial layout, I collaborated with other design leaders to select motifs that felt on-brand and sophisticated. The low-fidelity design connected the initial hand sketches into a few allover repeat patterns showcasing the zebra, hot air balloon, and elephant as the signature elements.
Refining the Designs
Mockups
Early designs focused on linework artwork. In order to add depth and interest to the assortment, I added color and filled in some motifs to give each print a specific identity.
Version 1
Version 2
Color was added to differentiate the assortment.
Version 1
Version 2
A solid fill gave the balloons more depth and dimension.
Version 1
Version 2
In order to add color and whimsy, a bowtie detail was added to some zebras.
Version 1
High-Fidelity Prototype
The final design collection showcased an emphasis on safari animals and playful motifs. By establishing core elements throughout the entire year, it helped develop a unified brand identity and a well-curated product lineup. Consistently integrating these thematic elements, I aimed to establish a strong and recognizable brand handwriting, ensuring that our end assortment remained both cohesive and compelling.
Takeaways
Impact:
The Baby launch resulted in $4M in sales for FY 2022. Due to the success of the Baby business, the merchandising team has decided to expand into Toddler sizing to grow the investment.
One quote from customer feedback:
“Love the print & matching hat and onesie! ”
What I Learned:
During the launch of the BR Baby line, I discovered how the significance of crafting a concise assortment of motifs. By strategically selecting and consistently incorporating these motifs, we were able to reinforce our brand's unique identity and ensure that the end products were harmonious and distinctive.
Next Steps
Market Research
Seasonally conduct market research to compare competitor offerings and discover relevant trends.
User Research
Conduct more user research to determine any new areas of need.
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