White House Black Market

OVERVIEW

Amid the increasing importance of versatility in a modern wardrobe and a rapidly evolving retail media landscape, WHBM lacked a strategy for increasing market share, building awareness and staying in step with the shift in women's needs. We led a brand transformation that redefined their positioning as the purveyor of iconic B&W and current, elevated style.

RESULTS

This comprehensive transformation redefined the brand’s positioning, identity, and creative direction to reconnect with modern women seeking a chic cosmopolitan inspired life and they took notice. The sweeping new vision proved the brand was on the pulse of how women wanted to dress: a delicate balance of put-together meets effortless sophistication. This work dramatically changed brand perception, drove new customer acquisition and unexpected sales in the polished casual categories, which previously had been slow.

SERVICES

Competitive Audit

Market Research

Brand Positioning & Evolution

Creative Direction

Identity Design

Brand Voice

Photo & Video Shoot

Launch Campaign

Fashion magazine spread showing two women in black and white photos. The left page has a woman in a black blazer with her hand on her hip, text that reads "The Powerhouse: A Black Blazer," and a paragraph about fashion. The right page features a woman in a white blouse and black skirt, standing on a rooftop ledge with a city skyline, including the Chrysler Building, in the background.
Black and white photo of a woman with long hair sitting against a brick wall, wearing a black and white jacket. The background has an out-of-focus urban setting. Overlaid text reads "WHITE HOUSE BLACK MARKET."
White price tag with black text reading "White House Black Market" hanging from a white string against a black background.
Black and white photo of a woman with blonde hair wearing large dark sunglasses and a light-colored coat, standing outdoors with blurry buildings in the background.
Comparison of a logo design for White House Black Market before and after modification, with the original logo labeled 'BEFORE' at the bottom.
Three fashion model posters, two feature women in stylish clothing, with a branding message for White House Black Market in the center.
A woman with shoulder-length hair wearing a sleeveless, textured white dress stands next to a door, looking away from the camera, with the Eiffel Tower visible in a reflection in the window. The right side shows a woman with wavy hair wearing an off-white suit with wide-leg pants and a blazer, standing against a gray background.
A black hanger with the words "WHITE HOUSE BLACK MARKET" printed on it in white, hanging on a black clothing rack, with a white garment partially visible below.
A black and white photo of a woman with long hair, wearing a dark blazer, sitting outdoors, and looking at the camera with a slight smile.
Fashion website homepage featuring black and white photos of women modeling clothing and accessories. The page highlights collections for fall and includes links to shop different styles and collections.
Black and white close-up portrait of a woman with wavy hair, touching her face with both hands, wearing a knitted sweater.
White shopping bag with black handles against a black background, with the words 'WHITE', 'HOUSE', 'BLACK', 'MARKET' printed on it.

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