ET EAIS’s parent company was a large private label sweater company that wanted to start a contemporary designer brand. As a private label company, their focus is solely on product. They looked to Hsiung Creative and their expertise in creating brands. They were specifically interested in Amy’s work with her own brand, ADDISON. Hsiung Creative directed and managed all aspects of the brand from strategy, design, marketing, and sales. The brand garnered press from Forbes and New York Cut Magazine as well as several influencer affiliations.

THE CHALLENGE

We had to create realistic expectations for brand creation and was tasked to create a unique brand in a saturated market that challenged how women should dress everyday.

THE SOLUTION

RESEARCH: We did extensive competitor and brand analysis to understand the landscape and what was missing for this market. How do we stand out?

REFINE: We used elevated, functional fabrics and materials in the design process. We also altered functionality to the garments so each piece was versatile and can be worn or styled in different ways. ET EAIS took you from casual to dressy, day to night with only a change of your shoes, and without sacrificing comfort or ease. We added personality to every piece of messaging our customer would come across, including the wash instructions and return policy. We spoke directly to a niche customer.

REIMAGINE: Married functionality with fashion (FUN). Clothes that work harder for you so that you don’t have to.

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