Expanding a national retail brand into a successful catalog business.
In the Spring 2013, menswear designer Robert Graham engaged WSAA to create a body of photography for their Fall 2013 collection. After a great success, they asked us to conceptualize and create their first direct-to-consumer fashion catalog for Spring 2014, including a body of photography that would also be used across channels for the season.
The first catalog exceeded sales expectations several-fold and quickly evolved into a key business driver for the brand, which also includes wholesale, free-standing retail stores and on-line shopping.
The Robert Graham brand has grown quickly and the catalog has also proven a great vehicle to communicate the rapid evolution of a head-to-toe lifestyle brand, adding new categories each season. Based on the success of our catalog prototypes the brand now creates twelve catalog versions each year.