Precision and Reach: Why Streaming TV is a Powerful Weapon for DTC Brands

TV streaming is more intricate than you or your watching habits probably realize, which is why you need a video production services company.

When it comes to advertising and marketing, Direct to Consumer (DTC) brands are best known for sponsored social media posts and banner ads. This makes perfect sense, given their low overhead and brand-focused business model. Yet many of these brands are migrating to a new channel — streaming TV — and partnering with top video production services to create compelling content designed to connect with a younger, mobile-first audience.

Why DTC brands are choosing connected TV as a channel

New research from Hulu and Telaria (a video adtech firm) underlines the potential impact streaming TV can have for DTC brands. Roughly 70% of DTC consumers indicated they spend more time watching streaming TV each week than they spend on social media. These consumers reported spending approximately 13 hours watching streaming TV each week — a figure 20% higher than their reported consumption of traditional broadcasting.

As a recent piece in Adweek maintains, this shift in media watching patterns is now being reflected in the retail sector. Brands are cognizant of this reordering of viewing habits and seeking to benefit from it. A recent report from the Video Advertising Bureau showed that the top DTC brands spent roughly $2 billion on streaming ads in 2018, a figure that likely represents just the tip of the iceberg in terms of ad spend in coming years. In just the last two years, DTC brands doubled their total streaming ad spend.

Why DTC brands are choosing streaming TV

Traditional broadcast TV isn’t an ideal fit for many DTC brands for two reasons: It’s expensive, and it targets a general audience. Streaming services, however, offer DTC brands the ability to target audiences with much greater precision. As Adweek notes, this gives DTC brands the benefits of TV (spectacle, sight, sound, motion through excellent video production services) and marries it with the precision of digital advertising.

How much of an impact does this added precision have? According to the Hulu/Telaria study, shoppers are twice as likely to purchase a product after seeing it in a streaming ad as opposed to a traditional ad. Study respondents also indicated they found streaming TV ads to be more relevant than traditional TV ads — hardly a surprise given the scattershot nature of conventional television advertising.

By focusing on streaming ads, DTC brands also gain much more insight into the purchase cycle. Gaining insight into ad placement and audience targeting allows these brands to better define conversion rates and customer acquisition costs.

Ultimately, streaming TV ads formerly came with a major trade-off for brands — audiences were much, much smaller than those watching traditional, linear TV. However, that state of affairs is rapidly changing. As streaming audiences grow, the value of advertising through this channel grows in parallel.

The takeaway

At BIGEYE, we understand the value of a highly targeted, creatively inspired, and well-executed streaming ad campaign for DTC businesses. Please reach out to us today to learn more about how our video production services can enhance your DTC successes.

3 Reasons You Should Be Using Direct to Consumer Advertising

Today’s marketplace focuses on strong consumer relationships and with to DTC advertising you can craft genuine conversations that build loyalty.

There’s a lot more to direct to consumer advertising than most realize, agencies and clients alike don’t always understand its scope. DTC, or D2C, stands for direct to consumer and refers to any communication that goes from a brand to the user or buyer specifically. A one-to-one communication with no middleman. Which sounds pretty simple but covers quite a bit, including direct mailers, social media, brand and voice apps, native advertising, and plenty more.
Here are 3 of the top reasons you should be utilizing DTC:

1. Control the perceptions of your brand

Brands are only as strong as their storytelling. When consumers don’t know, believe, or understand your narrative they make up their own. Leveraging the power of direct to consumer marketing, your brand can take full control of your narrative telling your consumers your story directly to get them engaged, listening, and interacting. The more you can inspire your target market to get involved with your brand, the more invested they’ll be in your services. It’s not really your company’s products or services that keep consumers coming back, it’s strong branding and spellbinding storytelling that turns customers into true brand advocates.

While direct to consumer strategy is all about direct communication, it’s important to know what you want to say and how best to say it. There are tons of channels for DTC and choosing the ones that will draw in the correct audience is just as integral as the communication itself. Get in touch with strategy and content experts before deciding on any specific execution. As these words will come directly from your brand they will be seen as an honest representation of your company, so they need to reliably strike the right cord.

2. Cut costs while growing your consumer base

The efficiency that comes with DTC strategies stems from the funds you keep by cutting down on middlemen. While cutting costs is a great goal, DTC would still be a waste of resources if it’s not effective. The impact of your D2C marketing, another term for direct to consumer advertising concepts, will be determined by the quality of the content and channel. For instance, if your brand is communicating through an app then the user experience needs to be just as strong as the content. The program is representing you and the consumer learn more from experience than from content.

Build out your D2C marketing strategy with an advertising agency that understands the intricacies of app development and marketing to reach your goals without wasting time or resources. Streamlining your communications is only useful when those communications are what your consumers want to hear served in a way that will make them listen.

3. Instantly update your narrative as trends shift

Having direct control over your band’s communications gives you unique speed when it’s time to make a change. Consumers and cultures are ever-changing so your content needs to be as well. When looking at native advertising DTC channels such as social media, you can shift the perceptions of your entire audience over just a few weeks utilizing crafted strategic posts. When your communications are controlled by you, shifts and swerves are well within reach; so is direct interaction.

Through strategic interactions with your consumers, you can learn about them as much as they’ll learn about your brand. As your communicators begin to genuinely understand the target market, they’ll be able to tweak your approach better and connect more effectively. For all this to work you’ll need skilled communicators in charge of your DTC communications, to monitor and adjust messaging in real-time.

The takeaway

Direct to consumer advertising has a great deal to offer brands that effectively use it. Leveraging effective strategy, well-executed content, and a deep understanding of their audience, direct to consumer brands can drive incredible profits and build loyalty.

Correctly managing all the variables at hand takes a lot of strategic skill and industry understanding. Being a full-service agency with a strategic center that deeply understands audiences and how to best position brands to appeal to them. When you’re ready to build effective consumer relationships through DTC marketing, Let’s connect.

The science of restaurant menu design and what you need to know

It’s no secret that restaurant branding – specifically in terms of restaurant menu design –  is truly an art form. Be it unique, exquisite, quirky, or reminiscent of the latest fad in bringing the scrumptiously delicious to life, there’s much to be appreciated about menus that possess that special quality. Think of it as a certain creative ingredient (or perhaps an entire recipe) that only serves to elevate a pleasurable dining experience – even if from the very first brand interaction.
Below, we bring you 5 outstanding restaurant menus, and why we believe they’re prime examples of complete culinary design genius at work:

Brass union

I love everything about this concept! I’m such a mark for industrial-style design and you can’t get much more industrial than menus made to look like invoices straight out of a 70’s-era brake pad factory. The layout is straightforward and easy to navigate, and the descriptions of the items aren’t too long and complex. Overall, this menu doesn’t look very daunting when it’s first presented to you. For authenticity’s sake, I hope these menus are printed on a dot-matrix printer.

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Some burros

Who doesn’t enjoy bright and friendly colors paired with bold, hand drawn lines? This menu design makes me feel all warm and fuzzy inside. I like that the only actual menu descriptions are specific to this brand’s speciality items. It definitely helps to keeps the clutter to a minimum – and let’s be honest…it’s Mexican food. If you don’t know what a taco is, then I pity you.

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Black tap


It’s so easy to get minimalist design wrong, but this team got it oh so right. The flow of this design is great because what this restaurant does best is placed front and center. I’ve been to so many restaurants that bury their signature items deep in the menu, and I’ve never understood why they do so. If you are known for a signature dish (or even have it in your name), then it makes perfect sense to ensure that it’s a cinch to locate on the menu.

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Made

The ingenuity of this menu is to be applauded. The design team kept the actual look of the menu simple so that the experience of going through the menu is what stands out to the restaurant patron. It’s so intelligently thought out –  brunch, side items, and drinks take up the least amount of room so they are up front, while lunch has a larger selection, followed by dinner (which typically has the largest selection overall). This menu just begs to be explored, no matter what time of the day you are visiting the restaurant.

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Salty’s

When I’m going to a seafood restaurant, this is the kind of menu I want to see. The illustrations are great, and the overall feel of the brand definitely reminds me of the beach. The menu being rubber-banded to the wood backing board is a nice touch, too. Overall, the presentation is an inexpensive, easy way to make a customer feel perceived value in their meal, all while enhancing their dining experience.

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Do any of these menu options whet your appetite to further bolster your restaurant’s brand to create a positive dining experience to make your customers take notice – and come back for a second helping? Contact our team of uber-talented creative design experts today to determine how we can help you achieve your goals!

Restaurant marketing strategies to encourage real reviews

Social media, travel, and review sites can be a great testament to your business’s credibility, customer service, amenities, and experiences. The problem is, most people only write reviews when they’ve had a shockingly horrific experience, or were completely blown away by something. But how do you encourage the masses of happy, satisfied customers in between those two spectrums to write reviews? A great place to start is with a well-devised approach- be it in terms of marketing your restaurant, or promoting your hotel, resort, or tourist attraction.

The formula is simple. Whenever you make a request of your customer – whether it’s asking for an email address or seeking a review – you must be certain that you give them something of equal value in return. Simple campaigns that exchange real value for real reviews will bring your existing customers closer to your brand, while in turn, generating new reach within your target audience. Here, BIGEYE shares the following quick and easy recommendations – in case you were in need of a little added inspiration:

For restaurants and bars

If there’s one thing you need to know, it’s that locals are truly your best friends. Use this to your advantage by employing restaurant marketing strategies that encourage local reviews. Attract your seasonal audience by engaging restaurant review sites such as Yelp and OpenTable. Host “locals’ nights” and offer a free appetizer to anyone who writes a review. Invite reviewers to preview new menu items or cocktail variations on the house … in exchange for a review, of course. Chances are, your reviewers will want to come back for more … tell their friends … or maybe even spread the word to those random tourists they bumped into on the street.

While some restaurants and bars host trivia night. Take things to the next level with your approach to restaurant marketing by hosting your very own branded “social media night.” Tweet-ups, meet-ups, and other social gatherings are hugely popular. Get people in the door by offering discounts, free bites, or some form of entertainment. Plan these activities on your traditionally slower evenings to boost business you wouldn’t otherwise have  – and to encourage all your guests to review, post, and Instagram away. Possible prize offerings may be awarded for tweets and reviews, or simply let people generate their own buzz around your business.

For hotels and resorts

Offer customers a deep discount or give them one night free for a good review. Chances are, your guests will stay longer than one night, and will be so pleased with their “free” vacation they’ll be more inclined to make up the difference in food and beverage costs or on-site amenities. If you’re worried people will “game the system,” put straightforward terms and conditions around the offer to limit one freebie per household. (This will ensure that the reviewer was a visitor within the past six months.) You’ll get a great review  – and some extra business in the process.

Another option is to create a brand ambassador program. Use a point or discount system to reward guests for meaningful social media posts, photos, and reviews. This strategy may promote quantity over quality, so consider using an “application” process that asks potential brand ambassadors why they’d be a great fit, and what unique social media skills they bring to the table.

For tourist attractions

Most travel destinations boast a host of unique activities. You can’t miss swimming with the dolphins in Mexico. Wine tasting in France or Surfing lessons in California. And most of these activities are prime photo opportunities. But as you might have experienced for yourself, even the most seasoned selfie-taker has trouble capturing these moments from the perfect angle. At the end of each activity, guests begrudgingly head toward the photo stand, where professional photography of their adventure is on display. Sneakily, some guests may attempt to covertly snap a copy on their phone, while many visitors simply choose not to purchase these photos on principle. If you offer one digital copy in exchange for a review (which can be easily emailed after the review is verified), you are creating a currency your customers genuinely value. There’s no overhead cost to you, and consequently, plenty of opportunity for gain. 

Because most tourist attractions are one-off experiences that come with a premium price tag, providing discounts on future visits may not be the best strategy. Most often, this is due in part to the low volume of repeat customers. Instead, let your guests give the gift of their memories to others. Let them know that when they write a review, they have the opportunity to share a meaningful discount with a friend. This technique perpetuates your business and makes your customers feel good for reviewing you, while also sharing something with their friends and family. That’s what we call a win-win.

Did these strategies peak your interest when it comes to encouraging your valued customers to share more about their dynamic, memorable experience with your brand? To continue the conversation by uncovering additional opportunities to engage with your target audience, and develop repeat clientele through reviews, contact our team of advertising professionals today!

To Target: Retail lessons learned from the Lilly Pulitzer collab.

Bonafide “Lilly Lovers” arrived in droves in the wee hours of the morning. Decked out in shades of varying pastels, they came, they shopped, they conquered.

A lucky few were even fortunate enough to walk away with coveted pieces from the recent Lilly Pulitzer for Target collaboration. Others returned to their local stores’ packed parking lots – many after waiting in lines reminiscent of Black Friday electronics extravaganzas – without a preppy, patterned shift dress in sight. And that was just the brick and mortar side of the story.

Online, shoppers set alarm clocks, filled social media group chats in anticipation, and highlighted favorites from the pre-launch release of the Lilly “look book” at Target.com, long before the much buzzed about website launch on April 19, 2015. The moment the site went live – at approximately 1:00am EST, a similar fashionista frenzy ensued.

Admittedly, that was yours truly. In my pj’s, hardly able to sleep a wink – MacBook in one hand, iPhone in the other, trying to take it all in (and with a little dose of Lilly luck, hoping to end up with at least one Nosey Posie printed item in my shopping cart). And my lust wasn’t limited to women’s and children’s clothing – also included in the collection were a bevy of cute collectible housewares, ranging from pillows to folding beach chairs, and oh, did I mention cosmetic cases? So, why all of the hullabaloo surrounding an existing brand’s capsule collection? Moreover, why the unbridled excitement for a brand that was founded six decades ago?

AdWeek hit the nail on the bow-adorned head when it comes to retail lessons learned, “Target may have partnered with high-end brands in the past, but Lilly Pulitzer is the first old-guard, social-register brand to sign on, and that makes a big difference.” You’ve got that right. It might just be the brand’s iconic status, and Jackie Kennedy-inspired longevity that actually helped to generate the social buzz to begin with. While some fans – many willing to pay full price in a retail store – were none too pleased at the thought of their treasures potentially “degrading the brand” with a wholesale-style partnership, most “bargainistas” rejoiced wholeheartedly.

In case you find yourself scratching your forehead in full-on preppy puzzlement, here’s a little backgrounder on The Lilly Story. Pulitzer, the brand’s founder and namesake was a prominent socialite who, in 2013, passed away as an heiress to the Standard Oil fortune, after first marrying into the renowned Pulitzer publishing family. According to AdWeek, Pulitzer found herself, “stranded and bored in her Palm Beach manse in 1959, and decided she needed something to keep herself busy, so she opened a fruit juice stand on Worth Avenue. To hide the stains from the oranges and grapefruits she was squeezing, Pulitzer found some colorful cotton prints and made a shift dress from it.” And there you have it: a fashion success story is born. Palm Beachers embraced the printed frocks, the brand soon expanded, resulting in store openings throughout South Florida, and eventually spreading across the East Coast. Shortly thereafter, Jackie O was photographed in a custom Lilly, only further catapulting the company’s popularity.

Return to current day, and “Pink Sunday” as it was affectionately labeled, and the marketing success of the Lilly for Target collab just simply cannot be underscored. According to Roy DeYoung, senior vp of creative strategy for PM Digital, “History is the reason people lined up—they want the Lilly Pulitzer at a good price, and they know it’ll be good, if not exceptional quality, with Target for the price point,” said DeYoung. “But they also know it’ll go fast. Target makes an event out of doing these deals and collaborations every couple of years, and to sell out like this, it’s a circus.” Cue the “under the bigtop” theme music.

Starting with the initial online reveal via Refinery 29, and culminating with the aforementioned “look book,” Target rounded out the juggernaut with a commercial spot featuring “the most lavish pool party ever, complete with the likes of Jay Gatsby.” Take a gander at the commercial – (featuring Chris Noth, or Mr. Big for all you SATC fans) – here. I mean honestly, who wouldn’t want to attend a lavish Lilly shindig…or at least look perfectly polished and impeccably dressed like the attendees?

Given the buzz, not only did fans line up by the hundreds outside of Target locations nationwide, but racks were emptied in mere minutes. Those waiting in the wee hours at home in their jammies didn’t fail to disappoint either. As a result, the company’s website was not equipped to handle the mass hysteria of online traffic, inaccessible just moments after the mere early leak of links to merchandise went viral. Feverishly clicking on anything and everything that they could (present company included), frustration peaked quickly – and spread voraciously – across social media circles, forcing the retailer to issue repeated apologetic tweets to the frantic masses.

With such an overwhelming response – most certainly any retailer’s dream come true – the hot pink elephant in the room is definitely whether or not the laws of supply and demand apply for a limited edition, capsule collection. Is the budgeted retail marketing build-up and buzz worth the potential to upset shoppers (many of whom possess money to spend) when limited product supply leaves so many empty-handed, – making it more the norm that the exception? With no limit to the number of items a consumer was permitted to purchase, the only restriction for Lilly for Target shoppers in this case included a limited 14-day return policy for pieces from the collaboration.

According to USA TODAY, this reaction is not atypical of past collabs, as items included in these “for Target” collections are often seen as collectors’ items, fetching more than double the regular retail price on auction sites such as eBay. Not so coincidentally, when Target launched its Missoni line in 2011, the Italian designer’s fan base reacted in the exact same fashion (pun intended), lining-up, clearing shelves, and crashing the retailer’s website as quickly as items flew off the in-store racks. Shortly after the launch, Lifestyle blogger Stacy Geisinger summed it up bluntly: “Target failed,” she said. “Their website crashed. So much promotion and not enough product. They could have made a fortune. Instead they have many disappointed customers.”

From a fiscal perspective, does a short-order offer in limited supply, with perceived value well beyond the price tag, really make it worthwhile to both the retailer and the consumer? It clearly does if you’re a seller on eBay. For example, Lilly Pulitzer beach towels, retail priced at $25 each, were listed on the ecommerce site for a starting bid of $50, or a “buy it now” price of $250 for a set of four. Yikes.

Buyer backlash hasn’t ended there – soon after Pink Sunday, a movement started on Facebook to boycott such inflated prices. The group’s profile reads: “Boycott eBay sellers who are marking up Lilly by Target after clearing shelves of merchandising only to turn a profit.” Just like the Missoni launch, limited Lilly supply caused gross consumer demand, with shoppers hoarding as many items as possible into a single shopping cart. Make that more than one in some cases. I can attest to groggily waiting in line prior to my store’s opening, making small talk with a married couple behind me, and listening in as the begrudging husband was given a mandated Lilly housewares “honey-do” shopping list. Who needs to be limited to a single cart?

While some may disagree, I think the reward might just outweigh the risk, or perhaps that’s because I emerged victorious both online and in-store. To paraphrase a tweet from a fellow Lilly Lover, “I might not have scored every item I’d been eyeing on my Lilly for Target wish list, but I did wake on Monday feeling triumphant in the spoils of my labor.” Amen, sister. Amen.

Would I allow myself to subsist on a mere two hours of sleep again in the name of fashion? Maybe not. Well, I guess that all depends on Target’s next designer collaboration. As Lilly herself once said, “Anything is possible with sunshine – and a little pink.”

In search of more tips and tricks to navigate the retail marketing landscape – hype included? Contact our experienced team of brand strategists today!

Differentiation and retail consumer packaged goods design

With great packaging, comes great power.
We may have butchered the Spiderman quote just a bit, however when referring to retail consumer packaged goods design, these truly are wise words for a brand to live by.

When analyzing consumer behavior, and contemplating the all-important psychology behind a buying decision, it might seem relatively obvious, but prospective consumers will tend to notice a product’s packaging first; and arguably, a product’s packaging is just as important as the product itself. I can’t tell you the number of times that I’ve willingly skipped over, or perhaps even overlooked, a potentially great product, simply because the packaging seemed inefficient, cluttered, or just didn’t catch my eye. As the old adage goes, we shouldn’t judge a book by its cover – but if it saves me money, and prevents the opportunity for me to unknowingly taking home an inferior product, I’ll likely stick to my gut, and the lasting first impression of a brand as it’s been initially instilled in my brain. And did I mention that if delivered in a manner that is enticing enough to match-up with a product’s perceived value, it’s hard to resist temptation? Many retailers are well aware of this game – and have it completed mastered – although some have taken heed of how to maximize the effectiveness of retail consumer packaged goods design concepts and strategies.

Keeping this type of compelling design in mind, nearly every aspect of a brand’s packaging must be determined by the brand’s overall identity. The game-changers in the field of retail consumer packaged goods design are those who know how to sufficiently intertwine the presentation of how the package and product should appear to the eligible consumer. Think about this example from Silicon Valley: Apple has practically made unboxing a new iPhone an art form, likely because of the sleek, minimalistic packaging – no pesky plastic to break apart or cardboard to cut – and this is reflective of the iPhone’s sleek design and uncomplicated interface. It’s just so much fun opening that clean, white box with the expectation of what awaits. While it may not be your first iPhone, the attention to detail and extent to which the package becomes a part of the buyer’s brand experience is undeniable. And while enjoying the sheer bliss of unwrapping my iPhone 6 Plus earlier this year, I couldn’t help but ponder the fact that I’ve been a long-time customer of the Apple brand, and the experience – as matched appropriately with the functionality and capabilities of the mobile device – keep me coming back for a newer model year-over-year.

While possessing some degree of retail consumer packaged goods design differentiation undoubtedly has its benefits, attaining the iconic status in packaging that retailers Apple and Tiffany & Co. have mastered, and as mentioned in our previous blog, doesn’t happen simply by chance. [quote]Achieving such branding perfection begins in large part with the presence of strong brand identity, a dose or two of creativity – and immense knowledge of your ideal consumers’ expectations. (And capitalizing on those expectations.) At BIGEYE, we’ve compiled three key tips to consider when developing your own captivating retail consumer packaged goods design concepts, in an effort to ensure that each has the potential to resonate with your target audience on an iconic level:

1. Know your audience. What issues does your ideal client complain about most when it comes your product type? What aspects do they praise? When seeking to create sleek, beautiful, or practical packaging, the responses to these simple questions are a thought-provoking launching point. For example, it’s absolutely crucial for make-up companies, to listen to women’s reviews on products – especially on packaging. Studies prove that women are almost overwhelmingly turned off by the lack of a pump on a foundation bottle, regardless of the product’s quality; while in other instances, women have reportedly – and more often than not – impulsively purchased expensive lipstick simply because the tube was gilded and gorgeous – with an often prominent logo. Listening to what your consumers both need and want from retail consumer packaged goods packaging design can honestly make or break a perfectly great product – even if the vibrant shade of said lipstick is undeniably perfect for the season. Madame Coco Chanel, I’m talkin’ to you.

2. Give experiential packaging a try. While not conceivable for all products, the consumer’s experience with a product’s packaging doesn’t have to come to an abrupt end when the item has been successfully taken out of the box. HBO’s dark-humored drama, Six Feet Under, released a beautifully designed “complete series” box set a few years back that corresponds with the show’s somewhat grim subject. A tad tongue-in-cheek, the top of the boxed set features fake grass and a grave marker, displaying the name of the series and the date it began and ended, while the sides of the box resemble dirt. Taking it one step further, the box containing the series’ DVDs stands at 6 inches tall. Equally creepy and stunning, the smart design correlates with the show itself (and doubles as outstanding Halloween decor).

Take a look at how BIGEYE took an established coffee chain, Barnie’s Coffee, and modernized their packaged goods design. 

3. Explore the benefits of going green. Research proves that it’s often worth it to ensure that your brand is perceived as “earth-friendly.” Nielsen’s 2015 Global Survey on Corporate Social Responsibility shows that 66% of global online consumers across 60 countries are willing to pay more for products and services from companies that are committed to positive social and environmental impact. What does this mean for your brand? It’s simple: packaging a product in recyclable, reusable, or sustainable container is a consistent reason for consumers to choose your product over a competitor’s. For this reason alone, socially conscious initiatives are not only beneficial to Mother Nature, but might also prove lucrative to your bottom line. And admit it, that’s a real win-win.

Truth be told, whether a brand’s retail consumer packaged goods design lends itself more on the side of quirky over stunning, or simplistic over creative, its popularity in a competitive buyer’s market truly boils down to a unique selling proposition. Your brand must communicate its product and benefits in a manner that is equal parts functional, entertaining, and enthralling. Apple watch, I can’t wait to see what your packaging holds in store.

If you’re looking for ways to unleash the power of your brand’s identity though innovative retail consumer packaged goods design, contact us today! We’re poised to provide the necessary expertise to conceptualize a myriad of new and innovative solutions to ensure that your product is this season’s (and all of those that follow’s) must-have.