*THE GOAL : expand, evolve and grow the Anne Klein brand. evolve the aesthetic of the footwear to have more trend influence and capture a wider audience through fresh looks and a more expansive assortment of categories.

*THE RESULT : expanded customer base and age range to a much larger audience of women. incorporated fresh trends through an Anne Klein brand lens. introduced new categories of footwear, growing the style assortment. launched new exclusive comfort features to elevate product quality and fit. developed a modern aesthetic that ushered in the renaissance of the Anne Klein woman. the footwear collection was successfully transformed and expanded to honor the legacy DNA of the Anne Klein brand while also infusing new trend forward pieces that complemented and enhanced the collection. paula’s precise focus on product integrity, design leadership and brand transformation created a 30 million dollar incremental sales growth for the Anne Klein footwear brand. ‍ ‍

lets dive in, shall we…

here’s paula’s approach

STUDY

brand study & DNA exploration

every project begins with immersion. the research phase nurtures everything that comes afterwards. this is critical analytic and data collection time. absorbing brand DNA. researching where the product sits in the market. who are it’s competitors? researching the customer - who is she, where has she been, where she is going and what is she inspired by?

STRATEGIZE

design strategy & line building

assortment analysis. identifying key opportunities and must have items, colors & materials. aligning the collection to have space for both core necessities (80%) and creative innovative ideas (20%). line building to create a framework for a healthy assortment flow. conceptualizing and sketching into ideas to begin the product creation process. this is where we fire up the creative engine and let it drive.

TRANSLATION

bring it to life

through close collaboration with development partners and factories, we move from concept to creation. refining with technical adjustments, prototype corrections and fit enhancement. upon sample arrival, it is reviewed, edited and merchandised to tell a cohesive story and present to buyers.