Student Story: How we created a designer Badger bag

Student retail team that developed the new Motion W tote bag

Student team, pictured left to right; Morgan Szabo, Lena Krubeck, Jenna Tipple, Summer Stewart, Jenna Byrne, Danielle DiFerdinando, Elizabeth Wanzer, Zoe Jalil, Brianna Chin, Kendra Trost, Whitney Wnuk.

Motion W tote bagA group of ten students at the University of Wisconsin Madison collaborated with New York designer Danielle DiFerdinando of Danielle Nicole Handbags to develop an exclusive Wisconsin “Motion W” tote as part of a Danielle x WISCO collection. This process of launching the new black tote took over a year, from the concept, design, and licensing, to developing retail partnerships, and marketing.

The UW licensing team (pictured) was crucial for getting the project off the ground and making this a true learning experience. The bag was created to help raise money so that members of the university’s Student Retail Association could travel to attend the National Retail Federation’s big industry show, held each January in New York City. The student association and Kohl’s Center for Retailing coordinate to take roughly 30 students on this annual trip, which exposes them to the industry and boosts professional development. But, the ultimate goal for retailing students in developing a “Motion W” bag was to provide students, alumni, and community members with a way to show-off their Badger pride fashionably!

The bag is now available for purchase at University Bookstores in Madison, WI, and online.


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