SOULCAL ATHLETICS
SOULCAL ATHLETICS
FASHION DESIGN REBRAND
FASHION DESIGN REBRAND
Client: USC
Brand: SoulCal
Role: Sole fashion designer for SoulCal womenswear
Tools: Adobe Illustrator & Photoshop, fabrics & trims
Client: USC
Brand: SoulCal
Role: Sole fashion designer for SoulCal womenswear
Tools: Adobe Illustrator & Photoshop, fabrics & trims
SoulCal Deluxe is a British fashion brand exclusive to the retailer USC and their 50+ stores. I started working for USC in 2015, as the sole designer for SoulCal womenswear. The brand had been facing some challenges and my task was to help steer it in the right direction.
The Problem
The Problem
The Brand
The Customer
The Opportunity
The Opportunity
The Market
The Store
Solution 1
Solution 1
Addressing the core problems
Addressing the core problems
Understanding the Youth Customer
Solution 1
Addressing the core problems
Understanding the Youth Customer
I created a new customer persona and mood board, to help clarify who she is and what she wants in a fashion brand.
I created a new customer persona and mood board, to help clarify who she is and what she wants in a fashion brand.
Solution 2
Solution 2
Introducting Athleisure
Introducting Athleisure
To catch the emerging athleisure trend, I wanted to introduce a small capsule collection under the SoulCal Deluxe brand. A capsule is essentially a collection within a collection.
To catch the emerging athleisure trend, I wanted to introduce a small capsule collection under the SoulCal Deluxe brand. A capsule is essentially a collection within a collection.
Test the Market
We introduced an 8 piece test collection to gauge our customers reaction.
A regular fashion collection takes around 10 months to develop. We used short-lead suppliers and pre-approved fabric to have a test collection in stores in only 10 weeks.
We introduced an 8 piece test collection to gauge our customers reaction.
A regular fashion collection takes around 10 months to develop. We used short-lead suppliers and pre-approved fabric to have a test collection in stores in only 10 weeks.
The Full Campaign
The Full Campaign
Following the test collection we proceeded with a full 16 piece athleisure capsule. Due to the longer lead times, I had to start designing before receiving sales data from the test collection. Luckily the test collection showed promise, and there was enough time to incorporate sales feedback into the full collection before it went into production.
Following the test collection we proceeded with a full 16 piece athleisure capsule. Due to the longer lead times, I had to start designing before receiving sales data from the test collection. Luckily the test collection showed promise, and there was enough time to incorporate sales feedback into the full collection before it went into production.
The Final Product
The Final Product
Feedback
Feedback
The first full athleisure campagne made up 40% of the seasonal best sellers, even though it only represented 25% of the available styles. With this success, the athleisure capsule has been included in every season since. Looking forward, I hope the current design team continues to evolve with the trend, and think of new ways to approach SoulCal Athletics.
The first full athleisure campagne made up 40% of the seasonal best sellers, even though it only represented 25% of the available styles. With this success, the athleisure capsule has been included in every season since. Looking forward, I hope the current design team continues to evolve with the trend, and think of new ways to approach SoulCal Athletics.
Learnings
Learnings
Sometimes working for an established brand can feel constraining. I was forever trying to walk the line of staying true to the brand, while allowing myself to think outside the box. For me, it was important to keep asking myself "what does the customer really want?" This helped me formulate a solution that is forward thinking, while still being unmistakably SoulCal.
Sometimes working for an established brand can feel constraining. I was forever trying to walk the line of staying true to the brand, while allowing myself to think outside the box. For me, it was important to keep asking myself "what does the customer really want?" This helped me formulate a solution that is forward thinking, while still being unmistakably SoulCal.