Brand Strategy , ,

In 2005 lucy was a brand brought back from the brink. One year earlier new CEO Mike Edwards had raised $17M with a plan to turn a pioneering .com into a brick and mortar retail chain by building on the fanatically loyal customer base lucy had built by designing pretty, flattering active wear for women of all shapes and sizes. Once the brand had emerged from triage, we were asked to recapture the brand voice of lucy. Research revealed a customer base that literally felt like lucy was a friend to be trusted.

To create voices of authenticity we cast actresses instead of models, recreating sets and situations women find themselves in with their closest friends and relatives. We then went about shooting the in-between moments, capturing women relating to one another, sharing experiences. Writing, photography, seasonal merchandising plans, advertising all grew from this seed. In 2007 lucy was named Retail Brand of the Year and subsequently sold to VF for $110M.

“I hired The Felt Hat team to reinvent and reenergize the lucy brand in 2005. In a short period of time lucy became brand of the year voted by the ICSC organization and was sold to VF Corporation for 110M in 2007. Their team was very imaginative in creating a brand personality that was truly authentic. I credit the Felt Hat for helping us create an amazing growth story in the highly competitive active apparel market. I would highly recommend The Felt Hat for any creative or branding project.”

Mike Edwards
CEO Borders Books (then CEO at lucy)