Erase is a brand that I acquired the management of in April 2019. The brand had already been established and was available on Zalando, however required re-strategising to sustain future growth. 


As part of the redevelopment of Erase, I led teams to overhaul the brand's identity including a change of logo, marketing strategy, product strategy and customer proposition. Since the changes have been made Erase is now stocked additionally on ASOS.

Erase is a womenswear label that stocks jewellery and accessories. Erase aims to deliver first-to-market products based on catwalk delivery of the season's biggest and most directional trends.

The below pack established the customer and trend proposition of Erase in AW19.

AW19 Customer & Trend Proposition