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C.R.E.O.L.E.
Collection & Commercial
Growth Strategy
C.R.E.O.L.E. is a Paris-based Menswear brand rooted in the concept of creolisation, combining Caribbean culture, tailoring, sportswear and queer masculinity into a distinctive creative proposition.
Despite strong cultural legitimacy and growing international recognition, the brand lacked the commercial foundations required to scale sustainably.
My role was to define a long-term product and commercial strategy, translating the brand's cultural strength into a structured collection architecture, scalable product system, premium e-commerce experience and future wholesale roadmap.
SCOPE
Rebuilt the collection architecture around hero products, permanent ranges, entry products and scalable category logic, transforming an editorial collection into a structured wardrobe.
Created a consistent brand language, translating C.R.E.O.L.E.'s cultural codes into recognizable, differentiating product signatures and repeatable design systems.
Developed a complete product roadmap covering assortment strategy, pricing hierarchy and phased category expansion across ready-to-wear and accessories.
Designed a more premium e-commerce experience, restructuring navigation, product architecture, merchandising logic, product pages and content hierarchy to improve conversion while reinforcing brand storytelling.
Defined the foundations of the brand's wholesale strategy, including partner targeting, commercial readiness and scalable go-to-market recommendations aligned with future growth ambitions.
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