BDG : Denim & Workwear
Brand Relaunch
CASE STUDY :
Elevating the Urban Outfitters’ Men’s customer experience around BDG to grow denim market share and improve brand perception with target audience.
BDG is a legacy denim & workwear brand, one of Urban Outfitters’ original private labels.
Seeking to refocus and amplify the internal UO brands, BDG was expanded to be a full collection beyond the core denim assortment. This allowed for more impactful visual presentation of the brand and content-specific messaging to the customer.
This collection celebrated the brand’s roots, but also introduced some twists on classic items. It also offered pieces at higher retails to elevate the brand further.
The denim line was relaunched with all new washes and fits, including a new customer fit guide for the back to school season.
SUPPORTING BRAND LOOK BOOK :
Studio Photographer: Jackie Kursel