Acne Studios
2022 - 2024
The Brief
As In-Store Visual Representative for Acne Studios’ West Village, NYC location, I was responsible for translating the brand’s seasonal directives into spatial storytelling. My directive was to ensure prospective clients were enveloped in Acne’s brand universe as soon as they walk in. I managed everything from mannequin styling and fixture layouts to window displays and floor overhauls to welcome new collections. The role sat at the intersection of brand guardianship and sales strategy, with weekly KPI analysis informing every visual decision.
The Approach
In 2023, during the FW23 Fantasy Forest collection, I made a call that my direct superior initially pushed back on. Acne’s cow-print animation was a key story in the collection and had been featured passively on the floor since launch. I wanted to move it forward to the front of the store, and give it significantly more visual prominence. The cow-print animation suggests a more rugged attitude which warranted inclusion alongside sought after leather outerwear pieces in order to create a visual shorthand for that ‘cool’ feeling biker jackets evoke both traditionally and within the trend market. As higher ticket items, the jackets also work to boost the Value-Per-Receipt (VPR) KPI.
Because of my acute awareness of the market and luxury space, I knew Stella McCartney had just launched a major campaign featuring Kendall Jenner built heavily around cow print. Acne Studios had recruited Kylie Jenner that same season. I knew people walking into the store would be primed, consciously or otherwise, for that story. They’d seen it on their feeds. It was in the air.
My superior’s concern was that Acne wasn’t trying to compete at Stella McCartney’s level. I respectfully disagreed. Acne was actively working to boost its status profile at the time, and this was a moment to meet a culturally activated consumer exactly where their appetite was. I made the case and she agreed to move forward.
The Result
The Womenswear RTW category’s share of sales rose 6% following the change. The cow-print story sold.
The Brief
As In-Store Visual Representative for Acne Studios’ West Village, NYC location, I was responsible for translating the brand’s seasonal directives into spatial storytelling. My directive was to ensure prospective clients were enveloped in Acne’s brand universe as soon as they walk in. I managed everything from mannequin styling and fixture layouts to window displays and floor overhauls to welcome new collections. The role sat at the intersection of brand guardianship and sales strategy, with weekly KPI analysis informing every visual decision.
The Approach
In 2023, during the FW23 Fantasy Forest collection, I made a call that my direct superior initially pushed back on. Acne’s cow-print animation was a key story in the collection and had been featured passively on the floor since launch. I wanted to move it forward to the front of the store, and give it significantly more visual prominence. The cow-print animation suggests a more rugged attitude which warranted inclusion alongside sought after leather outerwear pieces in order to create a visual shorthand for that ‘cool’ feeling biker jackets evoke both traditionally and within the trend market. As higher ticket items, the jackets also work to boost the Value-Per-Receipt (VPR) KPI.
Because of my acute awareness of the market and luxury space, I knew Stella McCartney had just launched a major campaign featuring Kendall Jenner built heavily around cow print. Acne Studios had recruited Kylie Jenner that same season. I knew people walking into the store would be primed, consciously or otherwise, for that story. They’d seen it on their feeds. It was in the air.
My superior’s concern was that Acne wasn’t trying to compete at Stella McCartney’s level. I respectfully disagreed. Acne was actively working to boost its status profile at the time, and this was a moment to meet a culturally activated consumer exactly where their appetite was. I made the case and she agreed to move forward.
The Result
The Womenswear RTW category’s share of sales rose 6% following the change. The cow-print story sold.