Democracy Jeans

Democracy
jeans

Brand Introduction/Democracy Jeans

Women's Petite Apparel Focus

Role

Visual Merchandiser

Brand Partner

Democracy

Jeans

Project Type

Brand Introduction

followed by

Monthly Brand Support

Location

Macy's

THE CONCEPT: Introduce a new brand to the store and help grow the petite department

Create a dedicated

and elevated space for the brand to allow for proper customer introduction

Introductory phase:

While the floor was sparse, it was important to put all the products on the floor. Due to limited stock, the floor needed to be immaculate

Customer interaction with the product and brand education was imperative during this introductory process. One key feature that was taught to store staff for education is democracy 'Ab' solution technology fit ©

Phase two: Full brand launch

Full Brand Launch

&

In-store Execution

Phase two marked the full-scale launch of democracy jeans within Macy's, transitioning from initial brand support into a complete in-store execution. This phase focused on establishing a cohesive brand presence through strategic product placement impactful visual moments such as wall graphic, and a refined merchandising approach that aligned with both brand identity and retail environment

Phase three: final phase

Brand Optimization

&

Retail evolution

Phase three focused on optimizing and evolving the democracy jeans presence within Macy's Petite department post-launch. This phase emphasized merchandising strategies based on product flow and performance, and refining the in-store experience to sustain long-term brand impact.

Democracy
jeans