AJ Lacouette fills a gap few recognize: unsiloing business and creative functions makes brands more cohesive and profitable. Based in New York and working internationally, AJ moves fluidly across multiple strategic disciplines: operations, product, growth, and marketing, with a sharp sense of how it all connects. (AJ also creates and sells things, sometimes.) For project inquiries or media and event consideration, email ajlacouette@gmail.com

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Coming Soon

Writing
Ask / Answered, Substack

• The New Anatomy of Trends, SSENSE
  
•   “What happens if we stop chasing the newest thing?”
  

Press

• H&M’s Comeback Plan: Try to Be Cooler, Wall Street Journal
  
•     “If you're trying to be cool, you're already failing.”
  
• How Mytheresa Can Make YNAP Work, Business of Fashion
  
•     “Try something completely different. Go wild.”
  
• SSENSE: What Went Wrong, Business of Fashion
  
•     “They need to learn how to open that dialogue.”
  

Case Studies
Lifestyle Brand Assurance (Initiative/Curation Auditing)
Executive Promotion (Sparring Partner)
Fortune 500 Retailer Pivots (Reset)

Offerings
Reset: Guiding pivots of every shape and size
Sparring Partner: Sharpening decisions for profitable impact
Initiative/Curation Auditing: Combating decision fatigue
Office Hours: For those who want to drop-in
Collaborative Retreat: Hudson Valley, NY
Studio Visit: Beacon, NY

Employers / Clients / Projects
Carhartt
Cartoon Network
Chanel
Condé Nast
Coty
Dell
Dover Street Market x Hello!
Francesco Russo
Hearst
Intimissimi
Kate Spade
Karen Kaiser
Karla Otto
Kiehl’s
LVMH
Marni
Martha Stewart
Mercedes Benz
Neuehouse
NYLON Magazine
PAPER Magazine
Porsche
Rimowa x Off-White
Rimowa x TED
Sirius XM
SSENSE
Standard Hotels
The Projects*
Tommy Hilfiger
Victoria’s Secret
WGSN
Zalando