Trunk club: SEASONAL ESSENTIALS
CAMPAIGN STRATEGY & STYLING
Women’s styling service Trunk Club needed to position itself as both a high-end “box” option and trusted partner to gain market share against mid-range competitors. As the creative and content lead, I developed and oversaw seasonal campaign strategies that leveraged Trunk Club’s key values to drive the brand promise home through resonant storytelling—and elevate Trunk Club as the premium styling service.
My team was tasked to come up with a solution to increase member retention and loyalty. Building on Trunk Club’s key value of ease, I created our “Seasonal Essentials” campaign. Every season, based on trends and merch, we presented the six must-have items every woman needed. They could then request these items to be sent in their trunk, creating efficiencies for the stylist and ease for the member. When shooting, we outfitted each essential to promote its classic aesthetic and versatility. They may have been seasonal essentials, but they were meant to build the foundation of a lasting wardrobe.
I drove the campaign concept, strategy, and messaging, and partnered on creative direction, merchandising, and styling.
During my tenure at Trunk Club, the women’s brand experienced a 64% business growth, over $6M in average monthly sales, 250,000 new leads, and 65,000 new members.
PHOTOGRAPHY
MESSAGING
