Simms produces some of the most trusted, high performance, fishing gear and apparel. I worked with them for several years to spearhead a cohesive color and merchandising point of view for the line. Seasonally, I presented major trend stories, tailored to their particular consumer markets. I evolved the color palette, designing unique color stories per category to capture customer needs and desires, while insuring that holistically the aesthetics of the line were unified and cross-merchandised. For many seasons, I created the color CADs for each style, specifying all color details including color matching to supplier trim books.
Below are sample pages from a color and trend presentation, including the color palette, seasonal color stories by gender and collection, and color merchandising direction.
