Creating a new kind of designer identity - one that transcends price point or client demographic, yet always comes back to the designer's original 'off-duty model' aesthetic.
Alexander Wang is an international luxury fashion brand, with well-established markets in Asia and the USA. I oversaw the expansion of brand’s presence in London’s premier department stores.
My challenge was introducing a lesser-known contemporary American fashion brand to the very traditional, proper and affluent women who shopped exclusively in London's high-end luxury stores, and see increased sales from this demographic as well as the younger contemporary shopper.
I grew business for Alexander Wang Ready to Wear, T by Alexander Wang, Menswear, Handbags and Footwear product across Harrods, Harvey Nichols, and Liberty by building a team of sales specialists who were shaped by a strong internal communications strategy.
Example of client lookbook, including collection inspiration and technical fabric explanation.
Starting off as the only London-based member of the Alexander Wang Europe team headquartered in Paris, this internal communications strategy was an experiment of my own creation, which paid off enormously.
Off the back of the successful growth of sales in London from contemporary and traditional luxury clientele, Alexander Wang opened the first European flagship store in July 2015.