THIS SITE SHOWING:
overall concept idea
lifestyle & branding
Becoming marqet
ROLE:
HEAD OF DESIGN MarQet
2019-2020
My role as head of design, included building strong brands within the lifestyles - creating innovative products to showcase at certain selling points. Work with collaborations with external brands and partners. Creating the MARQET PR collection for press and public.Working closely and handing over seasonal and monthly directions and products to the marketing team. Setting up the creative direction and overall trends for mens and womenswear, including the sustainability strategy direction for each brand. working alongside the design-buying and marketing department to asset the vision each season.
MARQET
The first path on becoming MARQET was to alter the direction of the assortment - setting a different strategy and welcoming new product areas. A change from branding to communication. The assortment strategy runs on lifestyle and the worklife, we created a world within formalwear one in outdoor and of course one around trend for the customer to find their niche and style, and also showing the reason to become a lifestyle destination with different brands talking back to everyday fashion. My role as head of design, included building strong brands within the lifestyles - creating innovative products to showcase at certain selling points. Work with collaborations with external brands and partners. Creating the MARQET PR collection for press and public.Working closely and handing over seasonal and monthly directions and products to the marketing team. Setting up the creative direction and overall trends for mens and womenswear, including the sustainability strategy direction for each brand. working alongside the design-buying and marketing department to asset the vision each season.
MY ROLE @ MARQET
-Head Of Design / Design Manager for MARQET, a new direction and position with change in strategy and communication. The overall idea was to branch out and become a lifestyle store with a more inspirational approach, aiming for worklife. Offering everything that could be in use for the modern work, ranging from the perfect suit down to a mobile charger. A clear approach to be in the field of formalwear - denim and outdoor. My role was to be managing the brands women's and mens creatively and working with the ranges together with the design and buying tea, driving the creatives and the products from a creative perspective to be inline with the overall strategy and direction set from the Head Of Design role for each brand and from a trend persepctive. Developing new products and categories was a bit part of the role, and I developed new categories and worked together with PR manager and Brand manager to create and develop collaborations with brands and people. In the role was also the seasonal presentation of trends per category, female and male colors and fabrics + innovations and sourcing directions. Handover and deliveries to the visual team - the marketing team and the online team to tell the story of products and brands each month. Driving the expression and story for the brand campaigns.
MARQET
Head Of Design / Design Manager
2019-2020
The internal brands were still a big part of the strategy and the business, with new product categories and the aim to create collaborations with interesting brands and people expanded. Starting from a blank page we created ideas born out of circular business models - local productions - waste fabrics and new ways of creating business and brands.
The overall brand strategy was targeted and focused on creating lifestyles within:
formalwear: (Bläck - Stocks lm - Filippa K)
Fashion: (VCP- Les Deux - Stylein - Second Female - Brixtol ) Outdoor & Denim: (Dobber - Lee - Eastpack)
Preppy: Bondelid - Lyle & Scott
New categories and brands that would fit into the lifestyle direction were approached and the aim was to expand the portfolio and sometimes create collaborations and pop up products.
MARQET
Collaborations - sustainability - lifestyle
MARQET WORK LIFE
The story and directions were set to the office environment, were the assortment was expanded into office supplies and weekend gear, everything that includes the modern worklife.
MARQET PRODUCT STORIES
Product stories and sustainability was an essential part of the MARQET progress
MARQET ENVIRONMENT
Clen cut environment with upcycled interior, talking to the strategy and sustainable vain.
MARQET BRANDS & LIFESTYLE
Our sustainable denim brand, with strong casual influences talking to the outdoors and authemticity. Built from natural fabrics and with as little impact of the environment as possible.
visual clothing project
A semi tailored Scandinavian in-house brand born in 2018. A variation of semi tailored items to denim wear - occasion wear and the latest key items.
Our largest in-house brand born in 2008, a tailored brand with quality, and longline wardrobe with fashion injects as the main direction.
Our formalwear brand taking tailoring and semi tailoring with an quality and longline approach to a commercial and fashionable level that fits ordinary men.