Carhartt Women's Launch & Brand
Carhartt launched and subsequently removed a women's line, once in WWII and again in the early 2000's. In 2011, I showed up and Carhartt tried again. This time it stuck.
I was the first and only creative working on women's. Awareness was low. Even if women knew about it, they still ended up shopping in the men's and boy's section.
Starting with a limited annual production budget and zero ad dollars, Carhartt Women's became the fastest growing portion of what's now a booming brand.
Since 2011, Carhartt's yearly revenue has grown by over two billion dollars. And we've come full circle with product as men have been spotted in the women's section buying our bomber.
My role has required a lot of responsibilities. This quote from my boss explains it well:
the team who made it happen: Helena Sylvester, Laura Aronson and me