APRIL YAP

I am passionate about creating solutions for everybody. My projects are underpinned by consumer needs and the desire to innovate the everyday. Beyond product, I also strive to think outside the box with processes & ways of working.

Keep scrolling to get AN IDEA OF MY EXPERIENCE AND key projects I’ve worked on…

CHAFE OFF ™

CHAFE OFF CROP

Targeting underarm chafing

THE PROJECT

Having launched in 2023,Chafe Off is saving thighs & bust-ing chafe across Australia.

The range features a Mens Trunk & Womens Underwear Short that stops inner thigh chafing & a Womens soft crop that targets underarm chafing normalising chafing.

CONTRIBUTION

  • Creative leadin design direction & execution. Worked closely with R&D, pattern makers, merchandising teams, legal & marketing.

  • Determined the market positioning for the range. Targeting the YOUTH market, there was an opportunity to hero a message around celebrating diverse body types & creating an anti-chafe range with a BONDS identity.

  • Conducted internal surveys on painpoints of chafing & leveraged consumer insights in design & RM sourcing.

  • In the scoping phase of the CHAFE OFF crop, I conducted internal surveys to understand chafing pain points in women’s upper body.

  • Designed the crop based off the results of the survey & discovering that there was white space in the market.

  • Came up with the CHAFE OFF franchise name. Worked closely with legal & R&D on product claims.

  • Undertook extensive wear trials to ensure product performance to claims.

  • Worked with marketing on specialised packaging & on social campaign.

CHAFE OFF undies

Mens & Womens anti-chafe undies.

CAMPAIGN VIDEO

BONDS ICONS

ABOUT

Targeting the GEN Z consumer, ICONS is inspired by the original BONDS hipster. Re-inventing the original youth underwear, the ICONS pipeline features youth solution focused pieces in on trend shapes.

ICONS is also the first youth range at BONDS to have a size range up to a size 20.

ICONS MICRO

With VPL being a pain point for GEN Z girls, ICONS MICRO is a range of no line undies that are free cut in a soft micro fabrication that doesn’t dig, pinch or squeeze. A soft pull-on scoop crop also features.

In true ICONS energy, the range features big branding and on trend shapes that you can pull up on your hips or wear low in your fav low rise jeans. Wear it your way.

CONTRIBUTION

  • Oversaw design direction & product dev.

  • Developed branding

  • Conducted wear trials on product to ensure it fufilled the need.

ICONS SUPERLOGO

Bold & fun. ICONS Superlogo taps into the BONDS iconic wideband, reinvented for the now. This was a fast track project when punchy branding was trending in the market. Used this to launch our ICONS SHORTS, a new undie shape for youth which is still going strong.

CONTRIBUTION

  • Identified the trend and executed in the appropriate franchise.

  • Managed critical path (outside of seasonal calendar) across design, shape development & R&D as this was a fast track.

  • Design & shape direction

WONDERCOOL™

PROJECT

Leveraging BONDS innovative temperature regulating technology in Babywear. Endorsed by Red Nose for Safe sleep. Wondercool has also been used in Kids Sleepwear.

CONTRIBUTION

• Created colour & print identity of WONDERCOOL range to seperate it from the other coveralls.

• Collaborated with R&D on fabric development. Gained understanding of fabric testing of temp regulating technology.

• Oversaw colour, print & zip development.

• Collaborated with shape development team on wear trials & in fittings.

• Collated data (wear trial results) & prototypes to present to Red Nose.

WONDERCOOL

ZIPPY

WONDERCOOL

KIDS SLEEP SET

CAMPAIGN VIDEO

TREND DIRECTION

QUARTERLY REPORTS

With a team, collating a quarterly report for the executive team. Executive summary of competitors in key product categories, key market shifts & consumer insights.

seasonal direction

Setting product design direction for the BONDS brand across all categories. Includes, key shapes, themes, colour & print. Ensures alignment in handwriting across all categories.

MACRO TRENDS

Highlighting the key macro trends in the market & lifestyle shifts relevant to the business. Research everything from wellness, sustainability, consumer spending habits to pop cultural moments. Used to give purpose & context in product & range creation.