XTEP Summer 2021
Inspired by Chinese-Taiwanese artist, Yuan Jai’s beautiful paintings of the chinese countryside and traditional country club sports popular in the summer this collection blends tennis wear and 80’s romantic volume with general athleticwear.
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Women’s Creative Director
From 2019 - 2020
Designed Seasons:
Official Website: www.xtep.com
Categories:Women’s Pilates, Dance & Yoga, Outdoor, Run & Fitness, Seamless, Cut & Sew.
Project Summary
Directed Women’s seasonal creative direction across multiple seasons; established line architecture and design guardrails.
Delivered full design documentation and proto reviews
Issued fit feedback in partnership with the Xiamen PD team.
Provided product detail narratives to marketing for omni‑channel communication.
Commercial/impact : unknown
Regions/markets: China (6000 Stores across China and online sales (TMALL, others), focused on 1st, 2nd and 3rd Tier Cities)
Cross-functional:
Design & Product Development Team in Xiamen.
Design Agency
Campaign/storytelling:
5 seasons of Seasonal Creative Direction for all women’scollections, communicated product details to design team and marketing.
Scope & deliverables:
Set Seasonal Creative Direction for women’s, Developed Seasonal Marketing Strategy and stories, Seasonal Line-planning, Trend Forecasting, Demographic & Market research, Full Collection Design, Technical Specification packs, Merchandising, Manufacturer meetings, Fittings, Fit Comments & feedback to product development team.
Women’s Creative Director
2019 - 2020
