1/2 - [2011] Desperately Seeking Samantha… ‘Hey New York! I’m here! And I have this really successful Australian brand, how many stores would you like to stock it in!?!’ Cue hundreds of closed doors. Cue the rejection letters. You know what New York doesn’t care about? It doesn’t care that you are a successful Australian brand. It doesn’t care that you have dressed every big celebrity name. It doesn’t care that you have your product in Sex and the City. It doesn’t care that back home in Australia, people know your name. New York doesn’t give two shits about any of that. New York is the cruelest of mistresses & she revels in showing you who is boss. And just like that, it was back to 2005; My friends were now back from their stints living overseas, and were now venturing back to Australia to start the next phase of life,having weekend BBQ’s together celebrating engagements, weddings & babies. I was in a new country, with no team or office to relate with on a daily interaction, I was investing so much in work I didn’t take the time to make friends over here, so I effectively isolated myself. The brand was not getting the traction I had envisaged, and I thought I had to make drastic changes to the design language & brand to make it fit everyone person I was showing it to’s opinion, so I worked with a design advisor to try to develop this. This was a big mistake, & coupled with Geoff’s foresight of once a brand has its time in the sun it naturally has to spend time in the shade. Not only was our sun going behind a cloud,there was a dark storm rolling in. I changed the design language to everything the brand wasn’t at the time, minimal when our customer wanted layering,strange colour palettes that was not our customer at all, small pieces when everyone was screaming out for statement. I wanted the USA market to work so badly,I applied everything the design advisor suggested, not only did it not resonate in the USA, it was detrimental to our main market & consumer base in Australia. It was our worst ever received collection,it didn’t sell through & retailers where left with most of the stock at the end of the season. I fucked up badly (cont in next post) #BelieveBig

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サマンサウィルスのインスタグラム(samanthawills) - 6月10日 16時41分


1/2 - [2011] Desperately Seeking Samantha… ‘Hey New York! I’m here! And I have this really successful Australian brand, how many stores would you like to stock it in!?!’
Cue hundreds of closed doors. Cue the rejection letters.
You know what New York doesn’t care about? It doesn’t care that you are a successful Australian brand. It doesn’t care that you have dressed every big celebrity name. It doesn’t care that you have your product in Sex and the City. It doesn’t care that back home in Australia, people know your name. New York doesn’t give two shits about any of that. New York is the cruelest of mistresses & she revels in showing you who is boss.
And just like that, it was back to 2005; My friends were now back from their stints living overseas, and were now venturing back to Australia to start the next phase of life,having weekend BBQ’s together celebrating engagements, weddings & babies. I was in a new country, with no team or office to relate with on a daily interaction, I was investing so much in work I didn’t take the time to make friends over here, so I effectively isolated myself. The brand was not getting the traction I had envisaged, and I thought I had to make drastic changes to the design language & brand to make it fit everyone person I was showing it to’s opinion, so I worked with a design advisor to try to develop this. This was a big mistake, & coupled with Geoff’s foresight of once a brand has its time in the sun it naturally has to spend time in the shade. Not only was our sun going behind a cloud,there was a dark storm rolling in. I changed the design language to everything the brand wasn’t at the time, minimal when our customer wanted layering,strange colour palettes that was not our customer at all, small pieces when everyone was screaming out for statement. I wanted the USA market to work so badly,I applied everything the design advisor suggested, not only did it not resonate in the USA, it was detrimental to our main market & consumer base in Australia. It was our worst ever received collection,it didn’t sell through & retailers where left with most of the stock at the end of the season. I fucked up badly (cont in next post) #BelieveBig


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