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 the Spring 2023 seasonal presentation, including the color palette, seasonal color stories by gender and collection, and color merchandising direction.
