LA & JAPAN
FRED SEGAL
FRED SEGAL
My scope:​
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Strategic lead on Development
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Lead Design Director
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Oversight of all Design elements
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Marketing and branding lead
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Creating a style guide for Fred Segal means flipping back to images of Farrah Fawcett on a skateboard in Fred Segal private label jeans. It means transporting to a time when going to a store was a full day event. Simple times and impactful icons are and always will be the Fred Segal brand.
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Fred Segal the original concept store, introduced the idea of shop in shops. In Japan, Fred Segal was recreated in its original images as an LA luxury brand bringing back that store that you wanted to spend all day in. Creating shops with different looks and feels guides consumers from a gift shop, to a flower store to the iconic denim room. The Mart boosts local vendors with California inspired menus and Surf Village gives customers the chance to buy a board while finding the next big surge.