Off the heels of Chico’s successful turnaround, I was asked to do the same for White House Black Market. Here, we repositioned the brand with a new, fashion-forward logo and embraced modern casual dressing with a focus on denim, while making the brand confident and aspirational.
BEFORE
FASHION BRAND TRYING TOO HARD TO BE COOL; LACK OF NEWNESS
AFTER
BRAND THAT SPEAKS TO MODERN WORKING WOMEN
BACKSTORY
At WHBM, marketing and product offering felt stuck in the past. Refreshing the logo and repositioning the brand for the modern working woman required shifts in product assortment and marketing focused on denim that drove a turnaround in the business.
RESULTS
Attracted new customers
Incoming customers averaged 6 years younger than existing base