Case Studies
Overview:
Fred Segal partnered with Ralph Lauren to serve as the anchor brand for the launch of Fred Segal’s new 17,000 sq ft flagship store in Los Angeles. This collaboration set the stage for an innovative retail experience, marking a key moment in Fred Segal's history.
Initiatives:
Leveraging the vast space within Fred Segal’s flagship, Fred Segal curated the first-ever RRL shop-in-shop and featured an exclusive re-issue of the Ralph Lauren 1992 Stadium Collection. This iconic collection captured both public interest and media attention. The space was thoughtfully designed to enhance the collection’s heritage, creating a unique shopping environment that drew in a wide array of consumers.
Results:
The Ralph Lauren Stadium Collection sold out within two days, making it one of the most successful launches in Fred Segal’s history. The RRL pop-up was among the highest-performing retail activations of its kind, and the partnership generated hundreds of millions of PR impressions globally, significantly elevating Fred Segal’s brand presence. Fred Segal was awarded Retailer of the Year in 2018 by the American Apparel and Footwear Association for its bold new retail vision.
Overview:
Fred Segal partnered with MasterCard to launch the first-ever sonic identity program, pioneering a new era in brand and retail experience through the integration of audio innovation.
Initiatives:
Fred Segal collaborated with MasterCard to test their innovative sonic identity prototype across stores worldwide. This partnership positioned Fred Segal as a leader in cutting-edge retail experiences. To promote the program, Fred Segal hosted multiple events and activations, driving customer engagement and brand awareness around MasterCard’s new sonic identity.
Results:
This groundbreaking sponsorship was instrumental to Fred Segal’s financial success during the launch period and generated hundreds of millions of PR impressions. Today, MasterCard’s sonic identity has become a global success and is available to retailers worldwide, further solidifying the impact of the collaboration.
Overview:
Fred Segal and Browns, two of the most iconic, independent fashion retailers, came together in a groundbreaking cross-continental partnership, blending their distinct styles and cultures.
Initiatives:
For two months, Fred Segal and Browns hosted a series of exclusive events and activations in Los Angeles and London. These events featured music and pop-culture icons, merging Browns’ cutting-edge fashion with Fred Segal’s laid-back luxury aesthetic. This collaboration brought Browns’ high fashion to LA, while Fred Segal introduced its signature California style to London, creating a unique cultural exchange between the two cities.
Results:
Novogratz Home has thrived for over a decade, generating over $100 million in sales annually. Their products are available across major U.S. retailer platforms, including Bloomingdale’s, Macy’s, Walmart, and Target, and they held a #1 best-selling spot on Amazon. The Novogratz brand has become iconic in the home design industry, with a lasting presence in the market and significant brand value.
Overview:
We transformed a Designer couple from Bravo’s "Nine by Design" show into the Novogratz Home brand, which now features one of the largest selections of licensed home goods in the U.S.. Novogratz Home offers a unique high-low design aesthetic, combining fun, colorful, and affordable pieces with high-end design.
Initiatives:
We developed the business strategy, supported creative initiatives, and crafted a comprehensive brand identity for Novogratz Home. Our team successfully executed licensing agreements across nearly every home goods category from furniture to lighting to textiles, positioning the brand as a leader in the market.
Results:
Novogratz Home has thrived for over a decade, generating over $100 million in sales annually. Their products are available across major U.S. retailer platforms, across Bloomingdale’s, Macy’s, Walmart, Target, and they held a #1 best-selling product on Amazon. The Novogratz brand has become iconic in the home design industry, with a lasting presence in the market.
Overview:
We were tasked with evolving Cindy Crawford from a media personality into a broader lifestyle brand, positioning her as an icon beyond beauty to encompass home and lifestyle.
Initiatives:
We conducted in-depth research to test the brand elasticity of Cindy Crawford and identify areas where her presence in the product world would resonate. The study revealed that the public viewed Cindy as a lifestyle icon, granting her credibility beyond beauty. Armed with this insight, we pitched her brand to top licensees and retailers, securing offers. We then negotiated each offer, selecting the best opportunity for her brand expansion.
Results:
Within just one year, Cindy Crawford Home launched across department stores, furniture stores, and online platforms throughout the U.S., generating over $200 million in sales. The brand's rapid success cemented Cindy’s status as a leader in the home and lifestyle market.
Overview:
Jenny Martinez, an overnight TikTok sensation with nearly 4 million followers, captivated audiences with her authentic, family-centered Mexican cooking. Recognizing the need for more Hispanic-oriented lifestyle brands in the U.S. market, we saw an opportunity to transform her online popularity into a full-scale brand catering to an underserved hispanic consumer base.
Initiatives:
We leveraged Jenny’s widespread appeal to develop the creative direction, brand identity, and product line for Mesa Mia, and partnered Jenny with prominent manufacturing licensees and retailers nationally. This brand was crafted to reflect the warmth and authenticity of Jenny’s content, bringing her vision of family and culture into a tangible lifestyle offering.
Results:
Mesa Mia is now sold in 609 JCPenney stores nationwide, occupying more floor space than Martha Stewart's line. The brand’s success has prompted further expansion, with Mesa Mia launching on HSN and additional partnerships with other major retailers. Due to overwhelming demand, the product line home, textiles, and furniture, marking a new chapter for the brand’s growth.
Overview:
Starting with nothing but a vintage sign on Melrose Avenue in LA, we re-imagined and rebuilt the Fred Segal brand from the ground up, revitalizing its presence in the global retail landscape.
Initiatives:
We developed the entire brand identity for Fred Segal, creating everything from the brand colors and logo to the overarching brand ethos. This comprehensive rebranding effort captured the essence of Fred Segal’s legacy while modernizing its appeal for a global audience.
In 2018, we launched a new 17,000 sq ft flagship on Sunset, with over 150 events and activations in the first year, as well as a new smaller store format in a high profile Malibu location. These new stores garnered tens of millions in retail sales and more importantly presented a new model for Fred Segal worldwide.
With the new Fred Segal up and running, we reached out and licensed the Fred Segal retail concept to major operators around the world.
Results:
With the rebranded Fred Segal, we successfully opened stores across the world. The strong, distinct brand identity resonated in key markets, leading to Fred Segal becoming a sensation in Japan, Taiwan, Korea, Malaysia as well as EU markets. The revitalized brand was recognized globally as an icon of style and culture.
Fred Segal was successfully sold to a high net worth investor in LA in January of 2020.
Overview:
In a trailblazing collaboration between Coty and Adidas, we launched Adidas Moves, a men’s cologne that marked a bold departure from traditional sports branding, introducing fragrance into the Adidas portfolio.
Initiatives:
At the time, sports brands were rarely associated with fashion or fragrance, making this launch a groundbreaking move. We developed the packaging, logos, and all supporting materials for the campaign including print and outdoors. We also cast January Jones in her first media campaign.
Results:
Adidas Moves became the world’s largest mass men’s fragrance, achieving $250 million in sales. This launch reshaped the sports and lifestyle market, establishing Adidas Moves as a global leader in fashion and men's fragrance.