MARC JACOBS REINVENTION
RELAUNCH OF MARC JACOBS WATCHES
Design Director/Design Strategy
In the Spring of 2016 the Marc Jacobs watch collection was relaunched globally as part of a reinvention strategy rolled out by parent company, LVMH.
Since its founding in 2001 the sensibilities of luxury Marc Jacobs and pret Marc by Marc Jacobs collections had drifted apart. The audience was confused and this had led to declining sales. To address this, MJI consolidated all brand entities as One Brand and repositioned in the attainable bridge Designer Contemporary segment.
Design strategy for the relaunch involved a deep dive into the DNA of the brand, the archives and partnering with brand management team on assortment planning. Partnering closely with MJ Creative team and Creative Consultant Katie Hillier, we contrasted intellectual design and product with irreverent and authentic spirit. And thus we created new icons with iconic hardware, resulting in unique and functional design elements that were adopted across all MJ accessories lines.
