An inspiring woman with leadership recognised in fashion and luxury lifestyle. Creative Director and charismatic presenter with strong communication skills able to influence people with new ideas and projects. Special flair for innovative creative solutions that meet business needs and consumer aspirations. Accomplished team leader to manage design, production and events. Fluent in English, Portuguese and Italian.
PROFESSIONAL FASHION EXPERIENCE 2009 – Present Establishment of “Christina Crawford” Brand “Christina Crawford” is an international and unique Made in Italy luxury brand. As Creative Director responsible for: Brand Identity • Creation and vision of brand identity. • Placing the brand as top of mind for the customer. • Formulate the different ideas that inspire the new generation and traditional shoppers. • Brand loyalty, credibility and consumer preference as keys to sales volume. Focus on brand recognition as the way to guarantee return customers. Trend Research and Design Management • Manage and communicate the design direction. Ensure that all ideas are truly creative and time-appropriate. • Inspire the design team to maintain a pipeline of new innovative ideas. • Research upcoming trends, prints, graphics, fabrics and novelties in different international markets. • Guarantee that every season the design process from colour concept to production fittings is well directed towards the brands identity. • Prototype quality control. • Control logistics and communication between merchandising, product development, production and design team. Production Management • Coordinate production and fittings. Negotiate all prices, prototype quality control, textile and accessories selection. • Identify quality suppliers. • Guarantee planned and on-time delivery schedules. Events and Marketing Coordination • Develop brand awareness with visual innovative strategies and concepts reaching target consumer, sponsors, buyers, visual merchandisers, journalists, all media, product placement opportunities. • Launch campaigns and create cross industry partnerships to maintain existing customer loyalty and acquire new clients. • Manage PR activities ensuring that the brand identity is transmitted in the most dynamic way through appropriate media channels. • Implement online and offline marketing initiatives. Maintain strong focus on well planned press releases, campaigns, photoshoots, lookbook, press conferences. • Understand and respond to marketing and promotion performance data. Monitor and analyse client expectations. • Manage and lead creative presentations including fashion week shows and other seasonal projects. Sales and Distribution • Follow up with showroom and sales team to establish and maintain dynamic and reputable distribution channels. • Support showroom to exceed sales targets set by the company. • Develop a strong and loyal client base. • Acquire awareness of local and luxury market trends and monitor competition. • Review seasonal orders with sales associates to ensure full merchandising potential with buying office. • Apply commercial acumen and create value added sales opportunities wherever possible. People Management • Maintain a positive working environment and attract talent. • Develop energy and creativity within the design team to express the brand’s essence. • Ensure that all team members have the right tools and working environment to maximise their potential within the business. Financial Coordination • Develop and manage the financial budget for production, marketing, brand presentation and all other operational costs in a fashion line development. • Ensure that the business plan reflects the reality of production costs, sales completion and margins. • Monitor and follow-up on weekly cash-flow planning. • Ensure that payment deadlines from retailers are followed through.