Projects
Provided brand strategy consulting for LOFT client (part of Ann Inc) on how to maintain LOFT's relevance in the vast fashion landscape catered towards young women.
Lou & Grey for LOFT
Our opportunity is to bring together a collection that speaks to all her needs, with styling the key to make it all look effortless. Capturing the “I just threw this together and it works from day to night, too” look.
The Strategy: There’s opportunity for a brand that helps bring together all the pieces of her moving life, without any forced fits or worrying about looking lazy. Loungewear that is no longer just for lazy day lounging, but FOR ALL OF LIFE.
The Creative: "Lifewear," not loungewear. Through a dedicated line under LOFT, we can bring a blend of active, street, and casual styles, with an emphasis on super-soft fabrics and mix-and-match pieces.
Name for the line: Lou & Grey.
“Lou” represents the effortlessly stylish girl
“Grey” symbolizes serenity and softness, reflecting the brand’s focus on relaxed styles, cozy knits, and neutral colors that allow the products to be calming and comfortable while being very versatile.
Lou & Grey was so successful that it became a distinct brand with a large following that continues, with 172K followers on IG today.
The Insight(s): There has been a trend towards more relaxed dressing that has continued throughout the years. Today, this freedom means an increasingly casual lifestyle and a more diverse closet. (Cultural Truth)
The Millennial aka “Generation C (connected)” audience likes to seamlessly switch between different modes. They need multi-tasking clothes that keep them always on the go, connected, and ready for whatever comes next. And they need to be comfortable above all else in order to feel confident in what they wear. (Consumer Truth)
The category of loungewear has exploded. But the various loungewear brands continue to be single minded in their offerings. (Category Truth)