Easy Standard — Matthew G. Fior

Co-Creator / Chief Merchant / Founder 2020 - 2021
Concept, architect, and deliver a Brand New Women’s concept to market within 9 months.
Develop NEW 360 brand concept, including the name of the brand and creative direction for: logo/branding, typography, color palette, & brand voice/tone.
Define competitive landscape, brand positioning, consumer target, and distribution strategy.
Provide industry and consumer insight into site design and user experience to position brand in the market with a relevant and effective UX experience.

Develop the product line architecture, including: category, product life cycle, style assortment, and pricing/promotional strategy.
Oversee product development and develop the go-to-market calendar for the brand launch.
Partner with Co-Creator to oversee the creative team, including: product design, graphic designer, & copywriter, to deliver the Brand Book (format/layout can be shared upon request).
Direct lifestyle imagery, as well as PDP imagery for the website, marketing, and social platforms.
Lead financial strategic plan, including: P&L advice, inventory buys, sell-thru forecast, manage cost and profit targets, and OTB.

100% of all deliverables were completed on time, supporting a Q2 2021 launch.
Aligned strategy, positioning, customer proposition, product architecture, creative direction, and commercialization with one cohesive brand narrative for launch.
The brand has maintained relevancy and remains a great resource for accessible, contemporary knits and fleece styles across broad range of core, seasonal, and trend pieces.

https://www.easystandardapparel.com