HANDBAGS OF THE FUTURE
1st Place Annual Intern Case Study Competition 2019
Art Direction, Styling, & Strategy by Celeste Miller
PROBLEM: From checkbooks and planners to headphones, laptops, tablets, and smart watches, our creative teams have to have a constant pulse on what consumers put in our handbags. Utility is often just as important as style for our customers. As mobile technology rapidly evolves, so must our handbags.
Create three innovative handbag concepts (one for each brand) to accommodate our most “on-the-go” customers, centered on emerging technology trends and lifestyle needs.
STRATEGY: To accommodate for the varying needs of each of Tapestry’s modern customers, extensive research was required, both internally and externally. Identifying who the customer is, what they need, and where they are going sets the tone.
SOLUTION: Each new handbag is uniquely catered to each brand’s aesthetic as well as their loyal customer base, all while pushing forward towards modern techniques and design. A key thought kept in mind for this project was emphasizing how exactly each company would sell each bag, through a combination of storytelling, PR & partnerships uniquely catered to the brand.
To view the full presentation, click here.
