Year
Madrid, Spain
Industry
Fashion
Space of work
PILOT STORE COLLECTION STRATEGY
Timeline
3 years
Vision
PROJECT FACTS Network: 20 stores Flagships: 4 Scope: Seasonal planning + zoning + assortment logic Collaboration: Fashion Buyer Deliverables: Store plans + VM guidelines + collection map
The project started with one priority: clarity. A visual system without structure cannot scale — it dilutes identity. This pilot store became the blueprint: a disciplined framework aligning product, storytelling and commercial intent into one coherent language. Create direction. Define hierarchy. Build a visual code strong enough to grow with the brand.
Challanges
RETAIL SYSTME ARHITECTURE
Behind every strong retail experience lies an invisible architecture. Each store was mapped according to its floorplan, volume capacity and commercial potential, while a shared structural logic unified the network. Main and secondary tables controlled product volume, while a dedicated tailoring wall anchored the sartorial identity. Collections unfolded through calibrated color narratives and category segmentation — Casual, Casual Up and Sartorial. This was not decoration. It was a strategic framework designed to scale.
Final thoughts
IMPACT & KEY ACHIVMENTS
The system was implemented across 20 stores, including 4 flagship locations. A structured collection hierarchy brought visual consistency, operational clarity and scalable merchandising logic. What began as a curated flagship concept evolved into a unified retail identity. -Led the visual identity and creative direction for the Spanish market, translating the brand’s DNA into scalable retail, showroom and wholesale environments. -Defined and implemented a structured VM strategy, achieving 95% visual consistency across all channels. -Delivered +18% uplift in sell-through through strategic zoning, product hierarchy and storytelling. -Collaborated with HQ on seasonal concepts and VM guidelines, strengthening brand positioning. -Built and led a VM team, reducing execution deviations by 20% through training and performance systems.
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PROJECTS
