Brand Kickstart & Digital Strategy at HOWIS JANE
Role: Brand Co-Creator / Creative & Digital Strategist
Industry: Vintage Fashion & Lifestyle Retail

Introduction: Vintage, Reimagined for the Modern Soul

At HOWIS JANE, every garment holds a story — carefully curated vintage fashion from Japan, Korea, and beyond. The brand redefines secondhand fashion by fusing nostalgic elegance with minimalist styling, making vintage wearable, soulful, and highly personal.

Brand Concept: More Than a Look — A Mood

HOWIS JANE is a boutique fashion label focused on curated vintage pieces with timeless silhouettes and refined details. From trench coats to handmade lace, each piece is handpicked for its uniqueness and emotional resonance. The brand bridges the gap between sustainable fashion and emotional storytelling, offering both online and pop-up retail experiences.

My Role: Building the Brand from Vision to Storefront

As one of the key creatives and strategic leads in the launch of HOWIS JANE, I was involved in every stage — from branding and digital setup to physical exhibition, supplier coordination, and marketing. My contributions included:

• Brand Identity & Visual Direction
  Developed the complete visual identity — including logo, typography, and style guide — to define a consistent and emotionally engaging brand tone across platforms.
• Store Mood & Interior Styling
  Designed the spatial mood and shop layout for both the online store and the physical 1881 Heritage installation. Defined lighting, materials, and product arrangement to reflect the brand’s moody vintage aesthetic.
• Website Design & Shopify Build
  Built and styled the full e-commerce site, ensuring seamless UX and responsive mobile experience while maintaining the editorial feel of a lifestyle brand.
• Meta Ads Campaigns
  Created and managed ad campaigns across Instagram and Facebook. Optimised audience targeting, creatives, and budget allocation through data analysis and weekly A/B testing.
• Supplier Coordination & Product Curation
  Worked directly with vintage suppliers from Japan and Korea. Personally curated and handpicked fashion pieces that aligned with the brand’s seasonal themes and emotional tone. Managed product photography prep and quality control.
• Content Creation & Launch Strategy
  Directed and coordinated social content, including photo shoots, captions, and scheduling. Built the overall tone of voice for IG, balancing aesthetic storytelling with commercial intent.
• 1881 Heritage Exhibition Setup
  Oversaw the full installation setup, including spatial planning, signage, and merchandise display for the brand’s first major public exhibition in one of Hong Kong’s most iconic locations.

Key Achievements

• Successfully launched the brand from zero, including visual identity, sourcing strategy, and online store.
• Built a unique supply chain workflow for premium vintage imports from worldwide.
• Drove brand engagement through Meta Ads with below-average CPC and strong retention.
• Generated significant attention through a physical showcase at 1881 Heritage, Tsim Sha Tsui.
• Developed evergreen brand language still used today for social media, copywriting, and packaging.

Summary: Turning Nostalgia into a Brand Experience

From a blank canvas, I helped transform HOWIS JANE into a multi-sensory brand — one that feels personal, curated, and emotionally intelligent. Through design thinking, hands-on sourcing, and data-led growth strategy, I supported the launch and evolution of a boutique label now recognised for its refined taste and timeless curation.

http://instagram.com/howisjane.clothing/