Inspired by the Mediterranean lifestyle, Walay Clothing was born in Alicante in 2014. Fresh essence and a passion for Spanish Design is present in their every item. Customizable & unique clothing for free souls. Walay was the result of creating a wide collection of cool backpacks that Asian customers could customize in minutes and integrate into their own style.
As the Brand Manager of this apparel project built from scratch, I actively participated in these stages:
1. Corporate Identity: Designing Logo and Graphic Material.
2. Product Design: Defining lines and the articles inside them.
3. Pattern Creation: Selecting and co-creating patterns for customizable parts.
4. UI/UX Design: Adapting Website and local events for Customizable features.
5. Communication: Elaborating messages for media and POP material for shops.
Walay penetrated the market by offering an affordable, high-quality product which is backed up by a strong brand concept. It became a real alternative for those people who want to wear quality backpacks and accessories without having to spend large amounts of money.
Offering customizable backpacks to the Asian market, Walay features high quality with an affordable price which makes it ideal for entering South East Asia. The project had the best of the 3 main regions: the production capability of China, the market opportunity of South East Asia, and branding experience from Spain, Europe.
Offering customizable backpacks to the Asian market, Walay features high quality with an affordable price which makes it ideal for entering South East Asia. The project had the best of the 3 main regions: the production capability of China, the market opportunity of South East Asia, and branding experience from Spain, Europe.
The customization service was a major feature offered in China and Thailand. In the additional customization features, users started with the basic product they liked. They could then go on to choose the color, pattern, and material to customize their very own Walay product.
Walay ended up being sold in the best and finest shopping malls in Thailand, like "Another Story" in Emquartier’s Helix Building, and three locations of Central Shopping Malls. It also reached concept stores, mixed with other product from all over the world with a heavy focus on stationery, home decor and fashion.
Fresh, global, and close, Walay Clothing communication effectively reaches its target.
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