Jessica Simpson

Challenge

The goal was to develop and launch Jessica Simpson’s lingerie line, creating a cohesive brand identity that resonated with her audience while ensuring successful distribution to big-box stores and e-commerce platforms, including Macy’s, Ross, TJ Maxx, and Amazon.

Solution

In my role, I seamlessly combined creative design expertise with strategic brand development to achieve measurable results:

1. Design & Product Development

• Created detailed Illustrator sketches and CAD designs aligned with seasonal concepts and trends, ensuring they were ready for in-house production.
• Attended and oversaw fittings, refining designs to meet both brand standards and retail requirements.
• Developed a cohesive product line that appealed to both big-box retailers and online audiences.

2. Retail Strategy for Big-Box Stores

• Worked closely with buyers from Macy’s, Ross, and TJ Maxx to tailor the lingerie line for their specific customer bases.
• Prepared and presented seasonal lines in buyer meetings, aligning product offerings with each retailer’s merchandising goals.
• Designed packaging and in-store promotional materials to enhance product visibility and appeal on retail shelves.

3. Brand Launch on Amazon

• Supported the brand’s expansion into Amazon by assisting with listing optimization, coordinating product photography, and crafting compelling product descriptions.
• Created visual and branding assets optimized for e-commerce audiences.

4. Marketing & Promotion

• Collaborated with marketing teams to develop promotional strategies, ensuring alignment between the brand’s vision and consumer demand.
• Contributed to the creation of social media content, and other digital assets to drive awareness and sales.

Results

• Retail Success: Successfully launched the Jessica Simpson lingerie line in major big-box stores, including Macy’s, TJ Maxx, and Ross, achieving significant retail buy-in and strong sales performance.
• E-commerce Growth: Contributed to the brand’s expansion on Amazon, helping establish a strong presence on the platform.
• Increased Brand Reach: The combination of in-store and online strategies resulted in greater brand visibility and accessibility for a broad audience.

Key Takeaways

• Versatile Expertise: Successfully managed both the creative and business aspects of brand development, ensuring cohesive strategies across design, marketing, and retail.
• Big-Box Retail Experience: Gained valuable experience working with major retailers, aligning product offerings with their merchandising needs.
• E-commerce Knowledge: Supported a seamless transition into the competitive Amazon marketplace, expanding the brand’s reach.