Role: Senior Marketing Designer | Project: Wholesale Marketing | Focus: Lookbooks • Email • Buyer Resources • Trade Show
Overview
Some seasonal collections extended beyond direct-to-consumer marketing into wholesale. Retail partners needed practical resources to review new assortments, prepare seasonal orders, and support conversations before and during market.
This project focused on translating the collection into buyer resources that simplified product discovery while maintaining a consistent brand experience across consumer and wholesale channels.
My Role
Once the consumer campaign was established, I developed wholesale marketing resources that gave retailers a clear view of each seasonal collection. Interactive lookbooks, retailer emails, and trade show materials presented product information in a way that supported seasonal ordering while remaining consistent with the consumer campaign.
Lookbook Design
The interactive lookbook became the primary sales resource for each collection. I structured product pages to make assortments easy to browse, grouped related styles, and presented seasonal stories in a format retailers could quickly reference during buying appointments.
The finished lookbook became the primary resource retailers used to browse collections, review product details, and reference styles throughout the selling season.
Rhapsody lookbook — SELECTED SPREADS
RETAILER COMMUNICATIONS
Retailer emails guided buyers through each stage of the wholesale season, from collection announcements and ordering deadlines to trade show updates and product availability.
Each communication reinforced key information retailers needed to plan purchases while keeping wholesale partners informed throughout the buying cycle.
Tradeshow Collateral
Printed materials extended the buying experience during market appointments. Buyer folders, line sheets, QR resources, and supporting collateral provided retailers with quick access to product details while connecting printed materials with the interactive digital lookbook.
By presenting information consistently across digital and print, the sales team had practical resources that supported conversations before, during, and after market.
