project role: design strategist
Joe’s Jeans was at a crossroads. While they had a clear vision for the future of the brand, they needed direction on how it could best be expressed in both product design and retail experience. First, we looked to understand how the Premium Denim Shopper perceived Joe’s Jeans versus the competition as a means to identify opportunities for differentiation. A good portion also aimed to gain insight into what defined her personal style and the specific elements in product and retail that resonated most.
Joe’s Jeans walked away with an array of tools and techniques that could be utilized to best bring to life their intended brand personality. We also identified key influencers and barriers while shopping for denim, and ultimately, how Joe’s Jeans could tackle them head on.