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The origins of the word clementine speak to mercy, compassion & kindness…qualities that never fail to calm & refresh.
MY WORK
INITIATIVES
Celebrating our Ashro customer has led to more engagement and a better understanding of who we serve.
When I began working on Ashro, I wanted to bring our customer into the center of it, so I pitched the idea of writing customer biographies. I started by writing an in-depth questionnaire with a request for pictures. My hope was that customers would share enough for me to cobble together short biographies. Our customers responded overwhelmingly. To date, we have received hundreds of Ashro Women Questionnaires with many pictures. The biographies have been uplifting to many, and the understanding of our customer gleaned from the questionnaires and pictures has been invaluable to all cross-functional partners on the brand.
Experimenting with feel-good non-sell messages in monroe+main to uphold brand character
For the monroe+main brand, I proposed writing non-sell messaging that uplifts and challenges in a friendly way. This is something that felt positive and consistent with the warmth of our rebranding. We have used it on SMS messages, online, and on social.
3 icons that highlight brand pillars and drive customer purchases
I came up with the idea of creating 3 icons which have now become an integral part of our brand. STAND OUT TOGETHER celebrates the committed couple and our matching his & her designs. CROWNED BY MY CULTURE highlights cultural roots and style—and also helps with Black History Month shopping. HAT TO HEEL deepens our credibility as a brand dedicated to coordinating hat, suit/dress and shoe ensembles. Each of these icons highlights a niche we have in the market.
Tsitsi's Top Picks capitalizes on our dressy category's successes.
When dressy styles started to surge in Ashro, I recommended that we create some buzz by pulling in our lead special occasion merchant to choose her favorite designs of the season. I coordinated all of it from getting Tsitsi’s headshot taken to identifying her top styles to writing the content. This has been very profitable and the business team has requested that we continue it.
Making our pajama fabric into something more
I worked closely with the technical apparel design group and noticed that we were using the same fabric for all of our pajamas. It was notably soft. I decided to name and market the fabric itself as a draw. Note: The image is not our own and is used for inspirational purposes only.