Marketweek:: Winter Commute. Type Creative Direction, UX/UI Client Randa Accessories | Sneak Peek 1 | 2 | 3 | 4 | 5 🖥
Marketweek, for Randa Accessories, is a period of time when brands and retailers (both current and aspiring) visit showrooms that display trends for the upcoming season. This advanced viewing allows businesses to make purchasing decisions for new collections. The challenge was to create materials that would spark curiosity from pre-launch collateral (e.g. email campaign, tickets) and maintaining their interest the events closure. With this proposed marketing strategy, visitors would receive content through all touchpoints of their experience.
Curvilinear, expressive typefaces presented a welcoming and humanistic sense of hierarchy throughout the experiences and presentations. In maintaining a cool winter palette, bold pops of red are presented on modes of transportation to reinforce the need for sustainable apparel when traveling throughout the winter season.
Through global assessments, four trend themes emerged and were presented in a series of interactive experiences. Within each experience, consumer purchasing behavior were forecasted in accordance with the style, pattern, material, and price of the collection suggested. To view the first theme, New Traditionalist, click here.
Imagery of styled male models interact with enclosed landscapes, placing more emphasis on the wardrobe. Click here to see Grey Matters.
Click here for a sneak peek of the Safari & Military theme.
The four presentations were displayed throughout showrooms on touch-enabled devices, television monitors, tablets, and mobile for a fully immersive experience. Seen above is the new traditionalist in Randa Accessories lobby.
View a sneak peek of the 90’s Rugby theme on mobile.