It starts with Creative Direction, sweet, and to the point.
Case Study: Designing a Successful Apparel Range for Hunter via Lloyds
Client: Lloyds (on behalf of Hunter)
Industry: Fashion & Footwear
Challenge: Hunter, a renowned British footwear brand, sought to expand their product offering into apparel, creating a cohesive range that complemented their iconic footwear. Lloyds hired me as a freelance fashion designer to oversee the design and development of this new range, ensuring alignment with Hunter’s brand identity and market positioning.
My Role & Approach: Working closely with Hunter’s Design Director, I was responsible for the entire product development cycle, from initial concept to final production.
Concept Development & Design
Conducted trend research and market analysis to identify key directions for Hunter’s apparel expansion.
Designed a cohesive men’s and women’s range that complemented their best-selling footwear.
Created detailed design sketches and CADs for approval.
Product Development & Oversight
Managed the transition from design to prototype stage, ensuring alignment with brand aesthetics and quality standards.
Led fittings and provided feedback on prototypes to refine garment construction and fit.
Collaborated with factories and production teams to ensure smooth execution.
Successful Market Launch
Over multiple overlapping seasons, I played a key role in refining and expanding the collection.
The apparel launch was a success, reinforcing Hunter’s position as a lifestyle brand beyond footwear.
The collection resonated with their existing customer base, creating synergy between their core product and the new apparel range.
Outcome:
Successfully developed and launched a commercially viable apparel range that tied seamlessly into Hunter’s brand.
Strengthened their lifestyle positioning, leading to continued investment in apparel categories.
My involvement across multiple seasons ensured consistency and ongoing evolution of the collection.
Conclusion: This collaboration demonstrated the impact of strategic design direction in expanding a footwear brand into apparel. By aligning the clothing range with Hunter’s strong identity, I helped establish a new revenue stream that complemented their existing success.
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Final Thoughts: Collaborating with the team at Hunter and Lloyds was a truly rewarding experience. Their expertise, creativity, and professionalism made this project a pleasure to work on. I deeply appreciate the opportunity to contribute to such an exciting expansion and look forward to engaging in more projects of this caliber in the future.
