Headed North
Concept.
An exclusive marketing and product initiative between Imperial Motion and evo. Imperial Motion was responsible for manufacturing product and producing content. As the exclusive north american partner, evo agreed to order volumes in exchange for margins and input into distribution decisions. As a merchant my focus for the program was to reduce category reliance on distressed inventory, provide assortment differentiation, and improve margin.
“Headed North” was the second seasonal delivery (fall ‘19) that was supported by an all-at-once release for a five part content series. Imperial Motion and evo collaborated on the direction of the piece, while Imperial Motion produced and each company collectively distributed it through their digital channels.
Role.
Concept & Pitch
Brand Positioning & Strategy
Forecasting & Line Planning
Product Development
Program Negotiation & Contract Management
Content Marketing Campaign Lead
Project Management
Inventory Management
Product & Site Merchandising.
Episode 1
“ It seems more advantageous on our part to go the other way... Down... Southbound. To lands where the tacos and beers are cheap, where the sun seemed less apprehensive. But we weren’t, we chose the colder route, we were headed against the grain...North. Our make shift crew sought out a little excursion up the coast, neoprene clad, to sample what the west coast’s pristine seaboard had to offer. Before we packed into our northbound van, we thought it shrewd to stretch our legs in the sea.” - Imperial Motion