Boston Proper Billion-Dollar Opportunity

During photo shoots, which usually take place in sunny locales, the creative team has license from the merchants to "kick it up a notch," Hartzell describes. "We do this by selecting accessories that bring a fresh look to the clothes, or we'll layer or button the clothes in a unique way."

In short, to achieve Boston Proper's distinct visual branding, Tiernan empowers his creative and merchandising teams to "drive the bus," Moraskie says.