Challenge : To differentiate the K&G Stores brand within the discount clothing category and to increase brand engagement through more purposeful, less promotional lens.
Method : To visually reinterpret the K&G Superstore brand. Inspired by an exploratory photo-shoot (stylist Jenn Telford photographer Rico Schwartzberg) I promoted a new experience that connected the brand more closely to its platform and consumers through the art of self-expression.
The thinking began when the business saw that a promotional-only business strategy was taking its toll on the K&G Stores brand. The product was commoditized and its generic visual execution made it similar to many other discount brands such as Penny’s, Ross, Marshalls etc.
Brand Platform : K&G – Your pursuit of style starts here.
You’ve got a story to tell, and your style helps you tell it. The clothes you wear are an expression of who you are and what you aspire to be. Finding the right designer look with the right fit at a great price gives you the confidence to walk taller, dream bigger and inspire others. Tailored or casual, modern, classic, or urban, K&G Fashion Superstore is your one-stop shop to build a versatile wardrobe that suits your style and your budget. Whether online or at your local store, we’re here to help you find the latest designer fashions, in a range of sizes, all at prices that make it easy to elevate your personal style for less.
[metaslider id=”3641″]
New concept:
Integrate a very unique photo-styling approach supported by a content strategy that was fundamentally more grounded in the brand platform by amplified the idea of self-expression through artists creative endeavors, as well as the clothes they where.
It was imagined that an Artist approach would curate emerging artists such as musicians, writers etc., could be highlighted as unique style experts along with their personal art to encourage empowerment and artistic exploration. The spirit of creativity extended to the clothing styling that meant ties could be belts, patterns could be mixed, no-rules fabrics pairing, and so on.
The concept would be furthered by content that highlighted every featured artist.
This artist concept was not approved. But I was given the opportunity to reset the brand visually and apply a bolder, more confident contemporary photographic style.
[metaslider id=”3673″]
This scaled back photo strategy incorporated a looser styling approach to communicate a freer and more contemporary, natural approach to clothing.
