Hanna Andersson:
Product Leadership Strategy
Background & Challenge:
A heritage kids + family brand with a devoted cohort of brand evangelists. Under new ownership (L Catterton), the goal was to hone the product and messaging to strengthen core businesses, grow reach, and expand opportunities.
Strategic Approach:
Performed segmentation work to quantify the growth opportunity
Developed a Product Leadership Strategy:
Drive relevancy with cohesive and recognizable aesthetic based on authenticity and cultural trends
Stand for quality, play and simplicity—what's important to her and distinctive for the brand
Pursue simplification by offering fewer, better products
Category dominance: strengthen the core and expand for more
Margin expansion through mix, rationalization, pricing/promotion evolution, costing
Execution & Results:
Saved over $1m in asset production with in house studio and increased speed to market by 3 months
New Baby category lead all categories in growth and GM rate, as well as new customer acquisition vehicle with high LTV and created a dependable iconic base with room. to test
Positioned team and processes to drive a digital first product process to help fuel the customer experience including over-arching creative for 360 brand marketing
Product Design & Creative: Team of 30
Researched and leveraged their unique and defendable Scandinavian brand heritage to understand the “why” for the brand and used customer data and cultural trends to inspire a refreshed design direction
Breathed new life into iconic product categories like sleepwear & cotton apparel, expanded age ranges in girls & boys, made modernized family matching in heritage sweaters
Defined & launched a highly emotional and relevant baby & toddler line
Added "imagination play" outlook to core offerings in sleepwear
Expanded into home/bedding as natural extension of sleep category
Took photo shoots in-house and local to capture the "made to play" quality
Aligned with cultural conversations around kids going back to “imagination play” outside & in nature, away from screens, as part of childhood development true to the Scandinavian approach to childhood
Created lifestyle photography meant to inspire authenticity in a “mother-to-mother” relationship between brand & consumer
