THE STRATEGY
in concepting the launch of urban outfitters intimates & lounge new ‘out from under’ brand, i wanted to understand how their guest would experience this category in their stores. the uo shopper thinks of every item as an individual find that feels like a special and unique discovery. i wanted to consider the intimates experience in the same way by creating items that compliment her wardrobe rather then just offering an assortment of traditional under-layers. thinking of bodies that would be meant to be seen as layering pieces to her streetwear, and also provide core pieces with a great fit to keep her coming back. this strategy would allow us to chase trending concepts to be lead to market, but also establish items she can feel loyal to and come back for a repeat purchase.
WHO WE ARE
urban attracts an array of customers with many sensablities. when concepting the intimates brand i wanted to make sure we included everyone in the store. whethere you’re a dreamer and want something whimsical or a tomboy and want something practical we’ve got you covered. in directing the launch i created five characters to better understand her needs, identifying what she does, where she goes, who her friends are, and what she’s listening to. these characters would be the foundational categories for each season.
THE CONCEPT BOOK
i created this book to explore the how, what, and why of the intimates department at urban outfitters. taking a deep dive into seasonal trends and understanding what she actually needs to compliment her wardrobe and state of mind. each page explores persona, styling, fit, fabrication, print, and attitude as a guide to design the perfect pairings.