COLDWATER CREEK

CARDIGAN CONCEPT PRESENTATION

concepts  |  branding  |  print

The cardigan was forecasted to be one of the top 5 items sold in the spring/summer season. The customer could also purchase the matching shell with it. Historically, it had sold very well when it had its own spread in a catalog. I was challenged to tell a new story for the cardigan through the spring and summer season catalogs that married to the brands’ creative refresh.

Merchandise to be on Catalog Spread & Seasonal Inspiration

Cardigan Concept Presentation

The detailing and colors of the pointelle cardigans – the beautiful slub yarn and coconut shell buttons was a uniqueness the customer looked for. I wanted her to buy it with a matching shell – her behavior was to purchase matching items. My presentations showed optional head-to-toe outfitting ideas for the cardigan and shell. Showing the customer what to wear the cardigan with, and how to accessorize would get her excited. For copy, adding a customer testimonial always built in confidence. Collaborated with a copywriter to further support the story.

Final Printed Cardigan Presentations

Despite the positive internal review of many of these concepts, the cardigan and shell story were strong enough to stand on their own. The close up detailing of the hero shots drove home the quality and uniqueness that she was looking for.