Lock Hatters: Hativation

Hativation: Hat-themed brand activations, delivering culturally rooted experiences, content, and campaigns that help brands form deeper connections with consumers.

Lock Hatters — Art Direction, Brand Partnership, Brand Strategy, Influencer Marketing, Retail Design, Collaborations, Brand Activation

Lock Hatters, Brand Activation

Role: Lead Brand Strategist, Creative Director, Influencer Marketing, Brand Partnership

Brand Overview

From the conception of Lock and Co Hatters in 1676, their evolution in the headwear industry has been an exciting journey. Lock Hatters has been a category leader and Royal Warrant holders known for their commitment to craftsmanship and hat quality. But amidst their heritage and rich history, somewhere along the way, the brand had become less relevant to the younger generation, making it vulnerable to global rivals and emerging designers.

To create a connection between creative Millennials and Genz that would lead to brand loyalty, advocacy, and sales, I needed to reimagine Lock Hatter's total brand experience. Working collaboratively with key stakeholders to craft the redesign of their website, in-store retail experience, and products, we devised a series of brand activations to help Lock connect and engage with their intended target audience. Dr Marten's global campaign provided Lock with mass exposure, building awareness of the Mr.Hat collaboration, changing how new and existing consumers view the brand and helping to diversify their clientele. Resulting in Lock Hatters being able to reintroduce themselves to a new generation.

Results

150% increase in online revenue

Sold out capsule collection

Introduce the art of hat-making to a new generation

Increased social engagement tremendously among fashion conscious millennials and Genz’s

Shifted perception of the brand, and increased awareness

Secured collaborations with culturally relevant brands like Carhartt, and Supreme

Developed and maintained a hat-loving community

Brought one of England’s oldest companies into the digital era

I developed and produced culturally rooted global campaigns, content, and experiences inspired by the past yet progressive in execution, from editorial campaigns with luxury publications like The Rake, and Port magazine, to a six-piece capsule collection in collaboration with Mr.Hat that debuted during LFW. In addition to producing content and launching influencer campaigns, I created a series of events and experiences, including an intimate hat-making workshop that helped bring the brand's history to life and formed a more profound storytelling and product guidance.

My cross-channel approach to marketing help secure Lock’s collaboration with luxury menswear brand Spencer Hart during LCM, which saw Lock Hatters elevate to new heights, gaining the attention of culturally relevant publications like Vogue and catching the attention of celebrities like Lewis Hamilton. My partnership with Hypebeast helped to amplify Lock Hatters services, where we created a series of educational content, including simple how-to videos and emails with hat care tips. I chose to conclude our seven-year partnership with a celebratory hat-themed party, which allowed Lock to interact with its new target audience.

Credits: Lady Barbara Ayozie Fu Safira Jack Davison 3000ceanhill Ki Pharaoh James Pearson-Howes Jocks&Nerds/Shinola Nadyah Asia