Hartmann Herringbone Luxe Collection

My Role: Industrial Designer + Product Strategist

Goal of the Project: Replace an existing price point for the Hartmann and increase sales. Product would be sold at Macy’s, Bloomingdales, and Hartmann.com.

Challenge: Tough competition at pricepoint, what should it look like to gain sales but stay true to the brand?

Development Timeline: 2 months

Strategy

Define product direction by:
- Determine what the competition is and draw conclusions on why they are doing well
  - How does Hartmann brand fit in at this price point, what are the white space opportunities?
- Analyze Hartmann assortment and capitalize on successful product lines

Conclusion: Embrace the heritage and create a product that reflects a time of tailored travel. Create a competitive advantage by focusing on a classic silhouette and material. Not meant to be the high tech, sleek option but rather the one with character and a soul.

Trend Direction

Tailored Crafted:

Collected objects create carefully curated statement pieces that tell a story
Keepsake pieces, treasured for a lifetime
Someone who values handicraft
Designed in the USA since 1877

Sketches

Tech Pack

Development Samples

Soft folds, metallic hardware, and contrast stitch become an integral part of the design
Added pattern options and travel accessories to the collection