Berry Jane
Designer, Creative Direction.
Berry Jane, 2014
Project: Berry Jane originally launched in 2009 as a leggings brand for girls and relaunched in 2014 as a fun activewear collection for Girls and Juniors.
Summary: The strategies employed in the initial 2009 – 2010 launch included global branding and presence across social platforms. A traditional B2B sales structure approach was executed and the line was placed with sales showrooms throughout the USA. PR and blogger outreach was used to build brand awareness, while editorial and celebrity product placement enhanced the brands reach and value.
Retail Sales (Y1): $1M
Stores: Charming Charlie, Chocolate Soup, TK Maxx
The strategies employed in 2014-2016 resulted in social media growth with a 275% increase in social media following and a strong brand presence worldwide. The utilization of influencer and blogger outreach, SEO, social media ad creatives, giveaways and brand awareness through Facebook advertising led to B2B sales in the UK exceeding $57,000 in the first 6 months. Berry Jane was well-received from the media, boutiques and major retail stores worldwide. The brand also secured Press, Editorial and celebrity product placement.
