Developing brand and supply chain from scratch
JULIA CARDINAL brand appeals to a woman who feels vibrant, young, and believes style should last longer than a season. The challenge was to create authentic and consistent brand communication.
ROLE
PROBLEM
Work with JULIA CARDINAL has consisted of multiple directions:
Retail Marketeer: coordination and execution of seasonal marketing campaigns, creation and distribution of POS materials, planning of in-store promotions & sales, communication with commercial media partners, and managing POS equipment, designing store layouts across multiple locations and window displays.
Inventory & Operations: Creating solutions for the allocation of seasonal stock, managing the product database, and optimising inventory rebalancing.
Merchandising & Buying: Managing overseas suppliers, placing POs, curating collections, and negotiating pricing and exclusive deals.
Team Leadership and Customer Experience: Recruited and trained staff, ensuring strong VM standards and customer service excellence.
RESULTS
Increasing brand awareness and profitability across multiple distribution points
20% profit growth in the second year
Make the product speak for itself!
The brand's appeal is consistent across touch points. Social media is vibrant, using a palette of colours that changes with the season, while keeping the basic graphic elements recognisable.
Building brand loyalty via direct contact
Part of this 3-year-long project was designing a retail experience for JULIA CARDINAL with the goal of strengthening customer engagement and building long-term brand loyalty through direct interaction in the store environment.
