Brand Line Development

AQUA by Abercrombie & Fitch

Revolutionizing Fashion: Crafting a Sustainable Future

As the key strategist of the solution development project for sustainability within the fashion industry, my role revolved around crafting and executing a transformative vision for Abercrombie & Fitch by creating a new brand line, Aqua. In response to the growing consumer demand for sustainable practices, my focus was on revolutionizing traditional fashion processes to prioritize environmental responsibility while maintaining market competitiveness.

The project was developed in May 2022 and aimed to reduce water usage in fashion by implementing innovative solutions like reverse osmosis technology and introducing water-less denim lines, creating value for the brand, consumers, and the environment. Despite consumer concerns about sustainability, affordability remains a barrier to adoption, highlighting the importance of transparent pricing and effective communication of sustainability efforts to bridge the gap between consumer awareness and purchasing behavior.

Marketing Strategy

Central to my duties was the formulation of a marketing strategy that not only elevates awareness of the Aqua brand but also establishes it as a pioneer in sustainable fashion. Leveraging a combination of offline and online marketing channels, my approach aimed to authentically communicate the brand's commitment to sustainability while captivating audiences with narratives and engaging experiences. Through strategic initiatives such as sizzle reels and immersive offline activations, I developed an integrated marketing campaign designed to resonate with environmentally conscious consumers and drive brand affinity.

My responsibilities in this project extended beyond marketing, encompassing as well aspects such as product innovation, pricing transparency, and consumer engagement. In essence, my role embodied the fusion of creativity, sustainability, and strategic foresight, as I led Abercrombie & Fitch toward a future where sustainability and style seamlessly converge, setting new possible standards in the fashion industry.