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Project Overview
Banana Republic is a clothing and lifestyle company rooted in safari and adventure. Launched in Fall 2022, the signature scarf program was created to streamline product offerings and showcase bespoke and covetable artwork. Elements of a signature scarf include an oversized spec, 100% silk composition, and iconic one-of-a-kind artwork.
Role
Textile designer leading the design from conception to production.
The Problem:
The silk scarf portfolio was over assorted in color, artwork, and size offerings. The amount of duplication led to customer choice which caused inventory back stock and low average unit retail sales.
The Goal:
A new business strategy was implemented to create a timeless, seasonless, signature scarf program which would build longevity within the inventory and allow for less duplication within the assortment.
Research
Summary
I conducted market research by comparing high-end and direct competitor’s online scarf assortment. After comparing artwork, size, and fiber content, 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 signature branding and timeless and collectable design.
Artwork Parameters
1. Timeless
Consumers see value in a timeless and seasonless item
2. Brand Identity
Scarf artwork aligned and exemplified the brand aesthetic
3. Covetable
One-of-a-kind artwork that is unique and collectable
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.
Low-Fidelity Design
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 border and showcased four main leopard motifs in the center of the scarf
Refining the Design
Mockups
Early design focused on three cubs in the center design with a small hot air balloon accent on the side. After design team feedback it was concluded that more sophisticated motifs would elevate the overall design and align with our target consumer. Additionally, a black border was added to give visual weight and emphasis to the border of the scarf.
The initial design featured a neutral palette yet after a merchandising review it was decided to add color to the artwork in order to differentiate the assortment.
High-Fidelity Prototype
The final design presented a more mature focal point, and also met the merchandising needs for a darker and multi-colored design for the signature scarf assortment.
Takeaways
Impact:
The signature scarf program saw triple digit retail sales compared to last year's silk styles. It was the number one program of the quarter and drove 26% of the retail volume within the soft accessory department.
One quote from customer feedback:
“I get so many compliments!! Love the scarf. Super elegant and beautiful pattern”
What I Learned:
While designing the signature scarf artwork, I learned the importance of showing progress early and often to teammates and cross functional partners. In the end, the product was successful and enhanced through feedback and rounds of ideation.
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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