Designing A Product Launch: Marketing Wisdom from Gillian St. John, Thread's Art Director
In the bustling world of fashion, where trends come and go with the changing seasons, the creative process behind launching a collection is as intricate as the designs themselves. At Thread, the core of this process is a collaboration between two pivotal teams: the creative team, and the product team. Each plays a distinct role in bringing the vision to life, from conceptualization to the graphics we see splashed across their website.
Thread Wallets
Thread Wallets is a company that prides itself on “empowering and inspiring others to carry on.” Their products range from elastic wallets to lanyards and tote bags (and even more new products on the horizon!). At Thread, Gillian St. John is the Art Director tasked with heading the team of creatives that brings each new design to market.
Photo Source: Thread Wallets
I had the opportunity to chat with Gillian about her role, how her team plans for the year, what goes into a new product launch and what’s next for Thread.
From concept to cart: The creative life cycle at Thread
It all start with the product
The product team's efforts begin a year to a year and a half in advance, embarking on the creation of 3-4 core collections that reflect the coming seasons: Spring, Summer, Fall (F), and Winter (W). This foresighted approach involves poring over fashion shows, color predictions, and evaluating the preferences of the current customer base while also revisiting successful past designs. This meticulous planning, as well as some strategic risk taking, ensures that collections live on and resonate throughout the year.
Bringing the product to life (and to market)
On the flip side, the creative team's strategy is designed with a closer-to-launch mindset. Throughout our conversation, Gillian highly emphasized the importance of team and the value each member brings. It is through the marketing team’s collective efforts that an identity is created for each product collection, characterized by distinctive typography, colors, and stylistic textures. Other considerations like what’s going on in the world, and what the customer might be experiencing goes into crafting the environment that every product lives in. As we transition from winter into spring, you may see images on social media that leave you wanting to step outside, rejuvenate, and embrace the new. That’s because creatives like Gillian are thinking specifically about you, and what you might be looking for in this season.
This identity shapes the comprehensive content plan, spanning from photoshoots to collaborations with other graphic designers. With an in-house motion designer and graphic designer, the aim is to create a seamless and engaging consumer experience, whether through the website, ads, social media, posters, or billboards…all with the intention of capturing the spirit of the collection created by the product team.
Photo Source: Gillian St. John for Thread
What sets Thread apart
At the heart of all of Gillian’s marketing efforts lies the commitment to not just replicate but to innovate. The whole team is constantly experimenting with new patterns and designs, ensuring that each collection is a fresh breath of creativity. They aren't just items but symbols of creative spirit and exploration.
In the fashion industry, where change is the only constant, embracing your unique voice and perspective can make all the difference. As Gillian looks forward to the seasons ahead, it's this spirit of innovation and collaboration that guides her. Ensuring that with each collection, Thread is not just marketing product; they’re weaving stories, emotions, and experiences into the very fabric of the brand.
The Excitement Ahead
The coming months are jam packed with anticipation as the team gears up to launch two new core collections: a vibrant summer collection at the end of April followed by a back-to-school series in late July. Alongside these, the Thread team is on the brink of unveiling four entirely new products, which are a culmination of two years of dedicated development. And if that’s not exciting enough, a collaboration with a well known singer is on the horizon too! So if you’re not just excited about seeing new products, but seeing Gillian’s art direction in action – stay tuned to everything Thread in the coming months!
A Word of Advice for all Creatives
Perhaps it was just for my own curiosity, but also for every artist that’s looking for a little inspiration and motivation…I asked Gillian to share a piece of advice she wished she had received earlier on in her career.
The Value of Your Voice
What she said boils down to one concept: your opinion is valid and should be heard.
Speaking up and sharing your thoughts isn't just beneficial—it's crucial for growth, both personally and professionally. Take up space, and challenge people….even people in a higher position. To further cement the value Gillian places on the collective effort, she expressed how deeply she appreciates the perspectives of her designers. “When we collaborate and express our opinions is when we create the best result.”
Gillian St. John
Art Director | Thread
Gillian’s favorite product:
The utility tote. It’s basically the bottomless pit she’s been waiting for. It can fit a laptop, water bottle and whatever else you need for traveling or commuting to work.
