Evolving a Brand Through Change
During COVID, shifts in professional dress and reduced demand for ties and formalwear required a pivot in marketing strategy to maximize ROI. Campaign tactics were adjusted to focus on lifestyle-driven messaging, highlighting versatility, comfort, and personal expression beyond traditional office attire. Creative direction emphasized digital-first content, dynamic visuals, and targeted activations that resonated with customers working from home, ultimately maintaining engagement and driving sales despite changing market conditions.
Mobile Catalogs
Led the UX and creative development of user-friendly, web-based catalogs that pivoted the brand during COVID. Delivered under industry-standard timelines with integrated email pushes, driving increased traffic to seasonal styling pages and collections while pushing ROI growth during uncertain times.
Quick Turn, Big Return
Amid declining demand for ties and formalwear, Tie Bar rapidly pivoted to launch masks with targeted email pushes and marketing campaigns. This quick shift drove a 30% revenue increase during COVID.
