BUSINESS HIGHLIGHTS
Designing the Digital Experience Behind a Wholesale Fashion Brand
Overview
Peach Love California is a women's wholesale fashion brand serving boutiques across the United States. Working alongside the website manager and merchandising team, I was responsible for designing seasonal digital campaigns, maintaining the Shopify storefront, and ensuring every customer touchpoint remained visually consistent throughout rapidly changing product launches.
UNDERSTANDING THE BUSINESS
B2B Fashion Brand
Unlike direct-to-consumer fashion brands, Peach Love California operates in a wholesale environment where new arrivals, preorder launches, and seasonal collections change almost every week. Every campaign needed to support buyers quickly finding products while maintaining a consistent brand experience across the website, email marketing, and sales materials.
Rather than working on isolated designs, my role was to support the entire digital merchandising workflow, from preparing campaign visuals to updating Shopify collections and producing weekly linesheets for retailers.
Workflow
Every seasonal launch followed a structured production workflow. Campaigns were not limited to creating banners—they required coordinating design assets, product organization, website updates, and merchandising materials before launch.
Working across multiple platforms required balancing creativity with operational efficiency. While maintaining visual consistency, I ensured every launch stayed synchronized across Shopify, merchandising documents, and customer communications.
Designing Seasonal Campaigns
Every collection required a unique campaign identity while remaining recognizably Peach Love California. I developed homepage banners, promotional graphics, email headers, and supporting visuals based on seasonal themes provided by the merchandising team.
Maintaining the Storefront
Beyond campaign design, I maintained the website storefront by organizing collections, updating product listings, managing product visibility based on inventory, publishing new arrivals, and ensuring each page reflected current promotions.
Supporting Weekly Launches
Every week I prepared preorder and in-stock linesheets for wholesale buyers while coordinating website updates to ensure products launched consistently across all customer touchpoints.
Measuring Impact
I reviewed weekly performance alongside the website manager to understand how campaigns, product launches, and website activity performed. Because sales were influenced by multiple channels, including email marketing, paid advertising, SEO, and merchandising, the results are presented as overall business performance rather than attributed solely to design.
Supporting Multiple Brands
Alongside Peach Love California, I also supported Fantastic Fawn, Incremento's secondary wholesale label. My responsibilities included promotional banners, email marketing assets, and website maintenance during the brand's final product cycles and inventory clearance campaigns.
REFLECTION
A New Field
This role expanded my understanding of how design supports business operations beyond visual communication. Working closely with merchandising, website management, and weekly sales reporting taught me how consistent digital experiences are built through collaboration, structured workflows, and continuous iteration. It reinforced that effective e-commerce design isn't measured only by aesthetics, but by how well it supports customers, internal teams, and business goals.
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