The Challenge: I was brought in to transition MAROAS from a seasonal espadrille label into a year-round lifestyle footwear brand. My role was to abstract and distill the brand latent identity into a cohesive product DNA through the design of a new core collection of sandals, ballerinas, and loafers. In parallel, I had to solve a critical business hurdle regarding seasonality.
Who We AreThe Strategic Response
To secure immediate revenue during the long-term development of the core line, I spearheaded a tactical "Sneaker Sprint." Recognizing the imminent sneaker trend dominating street style, I proposed this category as the most effective way to keep the brand relevant and commercially active during the winter months.
Validated the shift toward urban footwear to select silhouettes and color palettes that resonated with the mid-market consumer while maintaining the brand identity.
Agile Sourcing
Audited Spanish factories to utilize existing outsoles and patterns, allowing the collection to hit the market in just three months by optimizing the traditional development cycle.
Materials/Color placement selection
