“We are overthinking your leggings”

How strategic positioning disrupted a saturated market

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Who was I selling to? Women, yes. More specifically any of the 30billion dollar market of women, especially the ones that have grown tired of the solid. The plain. The simple patterned. The sameness.

 

I targeted women who did not want to spend hundreds of extra dollars on the next new legging ass-lifting architecture that doesn’t work. Women that understand shadow-sculpting is just as effective as less comfortable seams. Women then get that intentionally place art and text can create distractions.

 

I knew this, because I asked.

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​Now if your digital person takes an ad, and resizes it to fit all of the current social platforms and claims they are a ‘digital creative director’, they are confused- that would be digital production. That is what is flooding the creative market right now. What I did for TLB is a good example of using the initial social touch point, creating a wonder, an interest and an easy way for the consumer to dig deeper in the brand. With every step they learn more and get more excited and we learn more about them. All ending up with an informed consumer at the point of sale ready to shop and buy, and tell their friends about it- because it was entertaining and cool.

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Strategic Leadership + Hands-On Execution: Developed brand strategy and positioning. Personally designed identity system, created all digital assets, and art directed campaign photography.