Wool & Prince
Consumer & Product Strategy
Context
Wool & Prince had strong brand and product equity, but needed a clearer consumer definition and scalable line architecture to drive future growth. The goal was to modernize the offering while preserving the brand’s foundation in merino innovation, quality, and timeless design.
We began by defining the consumer, then built the product around them.
Role & Scope
Work.Shop led a comprehensive consumer and product refresh, defining the core consumer muse, clarifying brand positioning, and rebuilding the line architecture to support future growth and category expansion.
Approach
The work focused on sharpening Wool & Prince’s positioning around longevity, versatility, and functional design. We clarified the balance between “smart” and “casual” product, identified opportunities to expand wearing occasions, and created a clearer product hierarchy that could scale across seasons. The strategy emphasized seasonless relevance, thoughtful consumption, and a stronger connection between product, lifestyle, and storytelling.
Deliverables
Updated consumer profile and brand positioning
Seasonal concept and color direction
Rebuilt line architecture across shirts, knits, midlayers, bottoms, and outerwear
Definition of smart versus casual product segmentation
Identification of category expansion opportunities
Framework for pre-assorted product kits and seasonless buying logic
Impact
The work gave Wool & Prince a clearer strategic foundation for product development, enabling stronger cohesion across categories, expanded share of closet relevance, and clearer storytelling that supports commercial growth. The updated framework also supported more focused merchandising and clearer brand storytelling moving forward.