OBRA
Directive: Embrace the growing consumer acceptance of digital-native brands and evolution of ecommerce to bypass traditional, low-margin wholesale dependencies while leveraging strategic physical retail as a key brand-positioning anchor. The objective was to build a direct-to-consumer ecosystem that functioned as a high-performance commerce engine and a prestige-validated presence in the global market.
Strategy: Engineered a proprietary growth engine centered on a goal of an 80/20 DTC-to-Wholesale distribution split, utilizing original content and contextual retail placements to drive cultural capital. This architecture allowed for a tiered merchandising strategy where high-visibility cultural collaborations funneled demand toward high-retention core products. The system was underpinned by a PhD-led hyper-targeted consumer acquisition strategy using geospatial modeling to maximize ROI while maintaining a sophisticated, editorial-first digital aesthetic.