MICHELLE NEWBY

LOFT · BRAND PLATFORM · 2025

Connecting a brand to a new generation.

Connecting a brand to a new generation.

Connecting a brand to a new generation.

Summer of LOFT was an integrated brand platform designed to build relevance with younger consumers through music, culture and community.

Summer of LOFT was an integrated brand platform designed to build relevance with younger consumers through music, culture and community.

BRAND STRATEGY · INTEGRATED MARKETING · EXPERIENTIAL · SOCIAL · DIGITAL · PAID MEDIA

BRAND STRATEGY · INTEGRATED MARKETING · EXPERIENTIAL · SOCIAL · DIGITAL · PAID MEDIA

THE CHALLENGE

LOFT had a loyal customer. The challenge was building the next one.

LOFT had a loyal customer. The challenge was building the next one.

LOFT had a loyal customer. The challenge was building the next one.

Consumer insights showed LOFT’s customer base was aging. Building the brand’s future meant creating greater relevance with a younger generation.

We stopped asking what would make her shop. We asked what brought her joy.

We stopped asking what would make her shop. We asked what brought her joy.

We stopped asking what would make her shop. We asked what brought her joy.

Music, community and shared experiences emerged as powerful points of connection.

THE IDEA

Meet her in the moments she was already looking forward to.

Meet her in the moments she was already looking forward to.

Meet her in the moments she was already looking forward to.

8 CITIES · ONE PLATFORM
PALM SPRINGS · NEW YORK · NASHVILLE · ATLANTA · CHICAGO · MIAMI · BOSTON · AUSTIN

Summer of LOFT brought the brand into music and culture through experiences designed to build community, inspire style and create connection.

Summer of LOFT launched around Coachella at Camp Poosh and the Ace Hotel before traveling across the country.

1,000+
High-profile Camp Poosh guests

One platform, designed to travel.

One platform, designed to travel.

One platform, designed to travel.

The LOFT Marketplace created a recognizable experience that could flex to local culture.

DESTINATION POP-UPS + IN-STORE ACTIVATIONS

The experience didn’t end at the event.

The experience didn’t end at the event.

The experience didn’t end at the event.

Styling content, a dedicated digital destination and shoppable concert edits extended Summer of LOFT beyond the physical experience.

EXPERIENCE → INSPIRATION → SHOP THE LOOK → COMMUNITY

4-WEEK LOVE ISLAND USA SPONSORSHIP · PEACOCK

One consumer idea. Every touchpoint.

One consumer idea. Every touchpoint.

One consumer idea. Every touchpoint.

EXPERIENTIAL · SOCIAL · DIGITAL · PAID MEDIA · PR + TALENT · MERCHANDISING · STORE

I led the strategy and cross-functional orchestration, aligning every channel around one connected consumer experience.

We stopped treating social like post-event coverage.

A faster on-the-ground content model allowed us to capture, approve and publish in real time.

THE IMPACT

The goal was relevance. The impact reached the entire business.

The goal was relevance. The impact reached the entire business.

The goal was relevance. The impact reached the entire business.

+50%

+50%

Brand impressions
vs. LY since launch

+17%

+17%

New-to-file customers
vs. LY

+3 pts

LOFT Brand Health Index

+30%

+30%

Purchase intent
among women 25–35

Every store hosting a Summer of LOFT event delivered double- or triple-digit sales comps YoY.

NYC +40% · NASHVILLE +94% · MIAMI +99% · BOSTON +92% · ATLANTA +192%

+77%
Lift in homepage visits from the CTV campaign

It didn’t end with one summer.

It didn’t end with one summer.

It didn’t end with one summer.

Summer of LOFT returned the following year, evolving from a seasonal campaign into a repeatable brand platform.