Athleta, Women's Performance and Athleisure
Hired as a visual leader for the Manhattan flagship stores, my primary responsibility was to create an urban, city-appropriate store environment.
Oversaw the planning and merchandising for key Flagship locations.
Responsible for the training and education of visual merchandising
for the store teams.
Worked with the merchant, marketing and design teams to conceptualize visual concepts, window displays and positioning to align with the business strategies.
Collaborated with Public Relations teams on Press Previews
and Special Events.
Athleta Lincoln Road
The Flagship program expanded from NYC to select key locations, including Lincoln Road, South Beach, FL. Each flagship location was customized for the local community and their fashion preferences, while maintaining the integrity of the brand.
Merchandising cohesion is imperative to navigating any store environment. Athleta floor moves were updated each month, to correspond with new product deliveries, as well as seasonal launches.
The pant fit wall was a key anchor in the merchandising of the stores, with fashion by function surrounding the destination.
Merchandising included the use of large scale graphics, forms, a variety of display techniques and storytelling props.