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Established an identifiable and differentiated Amazon fashion creative positioning (graphic look and feel, voice, and image style) extending both to the website and offline initiatives. Developed a visual brand framework, processes, and tools for global rollout across all fashion categories.
Defined a fashion direction and executed a high volume of editorial content with leading industry talent, positioning Amazon as a clear leader in online retail imagery.
Launched Heidi Klum for New Balance, available exclusively at Amazon, which included global print and video advertising, online assets, and product imagery.
HIGHLIGHTS
By building fashion legitimacy to Amazon's clothing pages, leading fashion brands, previously hesitant, signed on to be sold on Amazon, presenting a more appealing offer to the customer.
Improvements to messaging hierarchy and strategic simplification of page structure, permitted for three times more messaging above the fold, more than a 200% increase in page views, an increase in click through rate of over 30%.
Overall creative improvements contributed to substantial growth with increases exceeding at times 200% YOY.
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PRODUCT IMAGING
Restructured on body product imaging to create consistency and raise quality.
Established a NY based casting resource and negotiated new agreements with local agencies to increase competition, quality of models, and lower rates.
Developed styling guidelines for every product category, including defining and shopping a complete layering wardrobe.
Set up a hair and make-up pipeline with NY based leads and local assistants, which dramatically improved quality, eliminated local talent limitations, and lowered costs.
Built an external post-production pipeline for retouching and color authoring, necessary for high-touch image needs for special projects.
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Hired studio lead and worked to define lighting, calibrated color space, and photographic guidelines, to improve quality and maintain consistency, and allow for standard to be replicated globally.
TOOLS
Worked with internal development departments as well as acquired external talent in reconfiguring and building tools to display content and merchandize product on Amazon pages. This included measurable look-books, visual category / shop ingress points, rich brand banners, and curated product selections.
Built a code generator to allow for easy integration with internal content scheduling tools permitting all fashion categories globally to rollout consistent functionality.
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DESIGN
Defined and developed design and typographic guidelines, templates, and style sheets for all graphic elements including banners, look-books, visual category / shop ingress points, and promotional suites. This has permitted for a highly aesthetic consistent and hierarchical visual standard to be rolled out efficiently across all fashion categories globally.
COPY
Defined and developed copy and text guidelines for all texts, emails, promotions, headers, and navigational elements, to give a clear and intended brand voice across all communications.
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