Zac Posen
2015-2016
ROLE Digital Art Director
DESIGNER Rachel Gavios
CREATIVE DIRECTOR Channing Ross
Overview
Brooks Brothers joins forces with Zac Posen, naming him as Creative Director for the Women’s label. With the introduction of a high-end designer at the helm—the creative, marketing, press and merchandising teams were tasked with aligning to support his vision.
Shop the look
The women’s landing page was where we focused some of our efforts through design and merchandising. It was a place to further introduce Zac and his inspiration for the collections. His fashion looks were styled to perfection—and the approach was to merchandise it as such. So we created new features via an interactive lookbook, and product detail page to shop the looks from head to toe.
Women's landing page at launch
Women's landing page refresh
Shoppable lookbook
Captivating emails
Emails were ramped up to target the female customer base and capitalize on the high interest in Zac’s work. We created motion within patterns to bring it to life and used short romantic copy to accompany.
Emails to introduce the new collection
New York Fashion Week
When New York Fashion Week came around, we had the opportunity to showcase his upcoming collection and give a sneak peek behind-the-scenes. Closely collaborating with merchandising and press—I created a 3-tier marketing and design plan for pre, during and post show—allowing us to play up on the fashion week momentum and create interest around the upcoming fall styles.
NY Fashion Week landing page
Online magazine articles
Results
This was a chance to bring Brooks Brothers Women’s brand into the future, and we did just that. The collections showed early on success with increased sales and overall engagement. Zac Posen had a story to tell of modern American fashion—and with some great cross team collaboration—we were able to tell it and sell it.
