Recruited to Soma to modernize the brand from its dated aesthetic, I focused the message on innovative solutions for modern women. As such, branding was realigned, including updating the logo to a clean, welcoming execution that included the heritage sweep of its original “S.”
BEFORE
DATED APPROACH TO INTIMATE APPAREL TARGETING OLDER WOMEN
AFTER
AN INNOVATIVE PRODUCT BRAND WITH A BROAD TARGET
BACKSTORY
Soma Intimates was an underperforming intimate apparel division of Chico’s FAS. Marketed as a lifestyle brand but was not aspirational or enticing. Focusing on the innovation embedded in the products and prioritizing performance, this brand was reinvented for dramatic growth.
RESULTS
Double digit sales growth
Sales of $460 Million
Broadened customer base with age range of 20-80