Lucy’s first incarnation was as an early e-commerce start-up. After building a loyal customer base online, dot-com bubble burst nearly put them out of business. After a lot hard work re-inventing themselves as a brick-and-mortar retailer, but discovered that their brand was no longer aligning with their promise. We were engaged to help lucy recapture their brand voice. Our strategy was built upon lucy’s most valuable brand attribute – her emotional connection to customers. Their clothes are so considerate of the demands on women’s time today – and their different body types – that lucy is considered a friend. All our work was focused on conveying real relationships. Instead of models, we cast actors, wrote treatments and shot in a documentary style while the actors worked. Our brand strategy touched every aspect customer experience. From web, monthly collateral, photography to in-store seasonal in-store strategy.

  • 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 high competitive active apparel market.
    Mike Edwards, CEO

  • After just two years, lucy was named Retail Brand of the Year by ICSC. Wall Street valuation of the company stated lucy’s brand as the most valuable asset of their business. The company was purchased by VF corp for nearly 10 times the partners’ investment three years earlier. Our ongoing brand, marketing and design work drove more than $1.2m in revenue every month for three years.