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ESPRIT SPORTS
Project Type
Creative Direction - Head of Design & Buying
Date
2019-2022
I created a growth strategy for the underrepresented Esprit Sport Category including developing the three year financial plan and streamlining the design DNA and branding.
I was also responsible for the seasonal creative strategies and guided the design teams to deliver modern innovative and fashionable collections for the woman who wanted to free fitness from performance.
Sales grew by 15% year on year and the brand grew its new wholesale customer base due to the new collection architecture and design.
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