BRAND AND PRODUCT DIRECTION

Product Direction and Brand Development summarizes everything that I like to do.  It merges business strategies and creativity to achieve brand positioning.

Through the past 16 years I have been exposed to a wide range of product mix for Women, Men and Children  including: Activewear, Graphics, Intimates,  Denim, Outerwear with different countries of origin and for different market needs.

Product Direction presented to American Eagle Men’s analyzing Global Market Trends, Market Shopping,
Brand Positioning, Manufacturing Capabilities and Cost/Pricing Strategies.  Fall 2012. 

BULDING BRAND POSITIONING THROUGH:
Market Research and Trend Forecasting.
Cool hunting is probably the best part of my job, traveling to different destinations identifying emerging trends and performing competitor’s analysis to provide good product direction and spot out white spaces and new business opportunities which requires market knowledge, technical knowledge and brand strategy.

Market Research is vital to build good brand strategy. Either shopping for new upcoming trends or
performing competitor's analysis I am keen on looking at the big picture as well as all details of the puzzle.
Part of a Printed Men's T-Shirt Report for the Chinese Market. Other brands included in the report were:
LEE Denim China, Me&City, Meters/Bonwe, and Mark Ed Faye Jeans.

Fashion Design & Product Development.
Through my career path I have been working together with fashion designers, technical designers and graphic artists creating winning collections for Premium Brands; always taking into consideration fabric trends, upcoming silhouettes, technology, manufacturing facilities, price point and brand DNA.

Assortment of Development Samples presented to Victoria's Secret (VSX and SME)
and Abercrombie & Fitch Women's Line (knit tops). Spring 2013.

Merchandising & Range Planning.
My product direction is not only about novelty silhouettes and finishing but also as a whole picture in the store floorpad. Building range plans that are adequate to the consumer profile, the manufacturing facilities, and technical capabilities. Closing the circle Designing - Planning - Manufacturing.

Range Plan for Denim Line.
Spring/Summer 2014

Embellishment Development.
Embellishment is a cost effective way to add on value to core products.  Since techniques are limited in the market, the latest trend is to mix different traditional techniques and specialty laundry washes.
The following is a small sample of the product direction / embellishment development done for some of my clients. 
All development was done working hand-on-hand directly with print and embroidery mills mainly located in Vietnam and Guatemala in order to maximize the regional technical capabilities.
Every technique developed had to be tested for production before presenting it to a client..

Some of the techniques I have been presenting are sublimation; automated and manual screen printing; machine and manual bead work; embroideries and appliqués and novelty inks mixed with traditional and special laundry wash.
All techniques were worked directly with screen, embroidery and specialty wash mills.
Assortment of Development Samples presented on seasonal basis as graphic technique updates.
Aeropostale, 2012.

Print Design.
I am passionate about printing not only from a technical perspective but also from a design standpoint.
I have been able to put in the market successful prints for major clients mainly located in the American Market. 
The categories can go from Missy, Swimwear, Junior, Men’s and Soft Home Fashion in either placement print
or all-over prints.

Prints developed for Women's Wear apparel by using Adobe Suite (Illustrator / Photoshop).
Spring 2014.

Effective Communication Plans.
A winning product in the market needs to be supported by an effective Communication Plan. Looking at the full picture integrating Product Development and every single Touch Point with the consumer: Point of Sales, Visual Merchandising, Packaging, Media Presence, PR, etc.

Integrated Communication Plan for
Store Launching in Shanghai, People's Republic of China.

Simple Powerful Message.
Aligning the product direction to the communication involved in a clear, eye catching, memorable way that is linked with the Product Benefits and Brand DNA.

Editorials for Winning and Losing Companies in China. 
March, 2012

E-Commerce.
Electronic commerce will account 10% of all U.S. retail sales by 2017 and the trend seems to be similiar for global market especially in the Asian Region. Brands cannot affort not to offer the best brand experience for consumers.

E-Commerce Site evaluation for Denim Brand.
February, 2013.

Visual Merchandising.
Communicating the brand experience at the brick and mortar shops with an effective message.

Scale Model and sketches for Visual Merchandising
of Premium Brands. 2013.