LOCALIZATION
Adapting regional direction to local market needs while protecting brand consistency.
Global visual direction is most effective when it remains consistent and locally relevant.
My approach maintains brand integrity while adjusting execution for store format, climate, and customer behavior.
Store Format & Space
I adjust fixture intensity, adjacency, and focal moments based on store size and traffic patterns—keeping the same hierarchy, but scaling density and storytelling for the environment.
Climate & Seasonality
I align outfitting, fabric weight, and outerwear depth to local weather patterns so product relevance stays high while still matching the seasonal brand narrative.
Customer Profile & Buying Behavior
I refine styling, feature placement, and key item emphasis based on how trend-forward the customer is—prioritizing commercial winners in some markets and fashion storytelling in others.
Adapting regional direction to local market needs while protecting brand consistency.
A few examples:
