GROOW FW2024
Following the successful launch of GROOW's SS2024 collection, I was honored to be hired as the Design Director for the brand. In this elevated role, my primary responsibility was to lead the design team and drive innovation for the FW2024 season. My journey began with setting the seasonal brand vision, creating detailed direction documents that provided a clear and inspiring roadmap for the entire team.
As Design Director, I played a pivotal role in motivating the design team, offering constructive feedback, and recommending improvements to enhance the overall quality and cohesion of our collections. I ensured that each collection not only met our high standards but also resonated with our brand ethos. My presentations to the sales and merchandising team were aimed at aligning our collective efforts and ensuring that our vision was effectively communicated across all departments.
A key aspect of my role involved developing monthly product stories to support marketing initiatives, thereby strengthening our brand narrative and market presence. I also spearheaded improvements in color standards, creating a robust system for color selection that enhanced the consistency and appeal of our products. Additionally, I oversaw the creation of Rapid Response products, providing critical feedback to ensure timely and high-quality outputs.
My tenure as Design Director at GROOW has been marked by a commitment to innovation, collaboration, and excellence, driving the brand forward and cementing its reputation in the competitive fashion landscape.
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Design Director
From August 2023 to June 2024
Designed Seasons:
Categories: Women’s Pilates, Yoga, Outdoor, Run and Dance Collections, Seamless, Cut & Sew, Accessories
Official Website:
https://www.trendy-global.com/
Project Summary
Led and mentored a six‑person creative organization in Guangzhou instituting daily stand‑ups, clear critique and milestone gates.
Set brand seasonal narratives and aligned product stories to TMALL/XHS cadence and key shopping moments.
Translated 1st tier‑city consumer insights into briefs and line architecture across Pilates, Yoga, Outdoor, Run, and Dance.
Directed the design‑to‑dev engine from concept through proto reviews and fit governance
Synchronized with buying team in Shanghai and with PD/Sourcing in Guangzhou.
Partnered with mills/factories to unlock material innovation
Partnered with Sales and Marketing team in Shanghai to guid graphic design and marketing on product storytelling and differentiation.
Commercial/impact: collection launched successfully, salesunknown
Regions/markets: China (Online sales only (TMALL, XHS), focused on 1st Tier Cities - SH, GZ, SZ, etc…)
Cross-functional: Social Media, Sales & Marketing Departments in Shanghai, Sourcing & Product Development Team in Guangzhou, HR, CEO/Executive.
Campaign/storytelling: Participated in outreach (Run clubs in SH & GZ) and partnerships with local Pilates studios and influencers,provided feedback and guidance to Graphics & Marketing Team (SH) on improving brand building, communicating product details/value proposition, photographic styling and art direction, brand differentiation.
Scope & deliverables:
Mentored, Led, Inspired 6 person creative team (1 Design Manager, 1 Senior Designer, 2 Junior Designers, 1 Product Manager), Seasonal Direction for brand, Seasonal Marketing Strategy, Seasonal Line-planning, Trend Forecasting, Demographic & Market research, Collection Design, Technical Specification packs, Merchandising, Mill and Manufacturer meetings, Fittings, Fit Comments & feedback to product development team.
Design Director
2023 - 2024
