COAT OF ARMS | EXPERIENTIAL RETAIL
In 2006, Coat of Arms established itself in Manhattan's lower east side as a hub for the vibrant subcultures of downtown New York. Fast forward to 2014, Aaron Hansen recognized the untapped potential of this struggling retailer. He acquired it, giving Coat of Arms a fresh start by relocating to the bustling Greenpoint district in Brooklyn. Aaron envisioned a transformation—a boutique that would become an iconic destination for globally sought-after skate and lifestyle brands. His strategic 5-year plan, which included rebranding and carefully curating its offerings, proved to be a resounding success.
At Coat of Arms, Aaron was more than just an owner; he was the driving force behind its operational intricacies:
He pioneered a new brand identity with a revitalized logo package and a comprehensive style guide.
He assembled and led a strong team to ensure excellence across sales, marketing, e-commerce, and customer service.
He forged lucrative partnerships with iconic men's brands such as Levi's, Thrasher, and Stussy for collaborative in-store marketing.
He developed an exclusive in-house product line, emphasizing premium quality and exclusivity, which accounted for a quarter of the store's net sales.
He orchestrated inventory management with over 30 wholesale partners to ensure a smooth flow of weekly and seasonal product assortments, which formed the backbone of 75% of net sales.
He catapulted retail sales from ground zero to $100k in the first year, culminating in an impressive $750k/year by the end of the fifth year.
He took charge of the financial trajectory, overseeing profit and loss, budget predictions, and operational cost management.
Disciplines
Brand Identity: Complete revamp to signal the brand's evolution.
Retail & Ecommerce Development: Building a hybrid sales model for wider reach.
Licensing: Streamlining agreements for collaborations.
Product Design & Development: Curating a unique in-house collection.
Packaging Design & Production: Enhancing the unboxing experience.
Garment Manufacturing (Domestic & International): Ensuring products meet desired quality standards.
Wholesale Sales & Distribution: Collaborating with partners to drive sales.
Photo & Video Production: Crafting the brand's visual narrative.
Graphic Design: Solidifying the brand's visual language across all touchpoints.
Strategic Media Alignment: Positioning the brand in relevant media spaces.
Public Relations: Maintaining a positive and impactful brand image.
Event | LEVi’S skateboarding collection
When Levi’s decided to unveil its Fall/Winter Skateboarding Collection in the heart of New York City, they turned to the visionary talents of Aaron Hansen. He orchestrated a captivating pop-up shop event at Coat of Arms in Brooklyn that spanned an entire weekend, leaving a lasting impression on all who attended.
The grand opening went beyond a mere display of products; it was a fully immersive experience. Attendees had the opportunity to personalize their apparel with intricate chain stitching, creating a one-of-a-kind Levi’s memento. A dedicated photo exhibit showcased the adventures and essence of the Levi’s Skateboarding Team. A special segment allowed guests to donate skateboards, fostering community growth and inspiring the sport. And as the day transitioned into night, guests were treated to local food and refreshing beverages, creating a perfect ending to each day.
The response was overwhelming. Over the course of the weekend, Coat of Arms Brooklyn welcomed more than 1,000 enthusiasts through its doors. The collection witnessed a complete sell-out of the exclusive Levi’s products on display each day.
PRODUCT | CHAMPION REVERSE WEAVE HOODIES
In an innovative collaboration, Coat of Arms Brooklyn and the renowned Champion brand joined forces to create an exclusive collection of men's fleece hoodies. This creative venture involved a gradual release, with a new color of the COA x Champion Reverse Weave Hoodie unveiled each week leading up to Black Friday.
But this wasn't just a typical product launch; it was an immersive experience. The hoodies, each representing a different color, embodied the vibrant spirit of Greenpoint, Brooklyn. Engaging social media campaigns and tailored email blasts showcased captivating photos captured in the picturesque Greenpoint locale. The strategy generated unprecedented demand, with each week resulting in a sell-out and building anticipation for the next release.
By the end, this carefully planned release sequence not only drove sales but also set a new standard. The program propelled Coat of Arms Brooklyn to achieve its highest sales month ever, transforming the collaboration into a historic success.
Media | holiday look book
Coat of Arms' unwavering dedication to authenticity and local culture is seamlessly intertwined into a distinguished collection of headwear, thoughtfully envisioned and brought to life by Aaron Hansen.
Exquisite Design:
Nautical Nuances: Drawing inspiration from Brooklyn's storied fishing heritage, the collection showcases ten meticulously crafted hats.
Fabric Finesse: From plush Melton Wool and sun-faded corduroy to breathable washed cotton twill and striped cotton, the collection is a testament to exceptional tactile artistry.
Logo Legacy: Each piece is adorned with variations of the COA lockup logo, creating a uniform yet versatile visual identity.
Storytelling Through Imagery:
Embarking on a voyage to the choppy waves off Rockaway Beach, Aaron, accompanied by a dedicated crew, embarked on a sailing expedition with Captain Pat Butera aboard the fishing boat 'Forever Two Worlds.' Accomplished photographer, Nick Girlando, masterfully captured the essence of the collection, artfully juxtaposing the rugged allure of fishing with the refined elegance of the headwear. The resulting lookbook transcends mere visual representation; it serves as a heartfelt tribute to one of the world's most enduring blue-collar professions.