QUIKSILVER LIMITED

LOCATION: HUNTINGTON BEACH, CA
DATE: FALL 2010
ROLE: MERCHANDISING STRATEGY / PRODUCT MANAGEMENT / PRODUCT DEVELOPMENT

Quiksilver Limited - the brand’s progressive, premium clothing collection - partnered with National Forest for the Fall 2010 collection. The Quiksilver x National Forest collection was an extensive 30+ piece assortment The inspired by free-spirited, positive vibes of the psychedelic 60s. As head merchant for Quiksilver Limited - overseeing merchandising strategy, product direction, and product development - I worked with a team of designers to concept and create an ongoing collection intended to push the brand into more niche, fashion forward conversations. With an elevated, more fashion conscious consumer in mind, we were able to incorporate elevated fabrications and detailing, elevate price points, and adopt a more focused, premium distribution strategy.

QUIKSILVER X THE STANDARD HOTEL

LOCATION: HUNTINGTON BEACH, CA
DATE: FALL 2009
ROLE: MERCHANDISING STRATEGY / PRODUCT MANAGEMENT / PRODUCT DEVELOPMENT

Quiksilver partnered with the Standard Hotel on a re-issue of the retro O.G. Scallop boardshort. Inspired by the loud, colorful styles popularized by the 1980’s Echo Beach surf scene, we designed the collection as a historical gesture to some of the original styles created by the brand, customized to each of the (4) Standard locations. All styles were updated in Quiksilver’s newest award winning fabric innovation - the anti-rash, quick drying, four-way stretch Diamond Dobby- and packaged in a reusable waterproof travel bag. In a company wide push around the newest performance fabrication in the market, and as a head of merchant of the boardshort category - the brand’s foundation and largest product category - we saw an opportunity to tell the “performance” story in a fashion forward, recreational way that resonated with a consumer base beyond surfing. The limited-edition line was sold through custom, high-tech vending machines in Standard locations.

GAP 1969

LOCATION: LOS ANGELES, CA
DATE: 2010 -2012
ROLE: MERCHANDISING STRATEGY / PRODUCT MANAGEMENT / PRODUCT DEVELOPMENT

In a move to modernize and bring relevancy to the Gap brand amongst a younger demographic, Gap tasked a small team to launch Gap 1969 - a sub brand anchored in denim. The small team opened a creative studio in downtown Los Angeles to focus soley on denim - as product category and a lifestyle - redefining what denim means to the brand and bringing to life the often unheard story of gap denim - from past to present . As head merchant for North America and product manager for the globe, I oversaw all men’s global product assortments-from concept thru completion- as well as all in season merchandising strategy for over 500 North American retail stores. Simultaneously, our team developed a premium, 4 season collection across all product categories intended to sell in select premium retailers in key global markets.

ALTERNATIVE APPAREL

LOCATION: LOS ANGELES, CA
DATE: 2013- 2015
ROLE: MERCHANDISING STRATEGY / PRODUCT MANAGEMENT / PRODUCT DEVELOPMENT / VISUAL MERCHANDISING

At alternative apparel I was part of a team brought in to ideate and implement a brand repositioning - and the accompanying organizational transformation - shifting from a from a predominately blanks (b2b) business to a consumer facing brand known for premium, affordable basics. As head of merchandising - overseeing all product from concept thru completion, 3rd party partnerships and direct to consumer channels - I was tasked with not only driving brand and product storytelling, but also building the infrastructure and processes necessary to successfully bring them to market and increase marketshare. Story telling thru brand and product focused on the core principles - simplicity, fabric innovation and textile development, and sustainability. As platforms for product, story telling, and brand activations we launched 3 new retail locations in key US markets, new partnerships and distribution in Japan, and an enhanced direct to consumer digital experience. With direct oversight of all merchandising, product assortments, visual merchandising and retail operations, I was able to drive strategy and teams to bring our brand visions to life thru tangible consumer experiences.