My process connects creative direction with the operational steps required to bring product to market, from research and line planning to storytelling, development, wholesale adoption, ecommerce launch, and marketing execution.

01. Define the Opportunity

Each project starts by identifying the customer, the market, the timing, and the reason the product needs to exist.

02. Build the Roadmap

The opportunity is translated into a focused line plan that supports the brand, the consumer, the calendar, and the business goals.

03. Establish the Direction

Creative direction is shaped through the brief, story, color, art direction, product language, and overall point of view for the collection.

04. Develop the Product

The team moves through design, tech packs, fit, specs, trims, artwork, sampling, and vendor communication to bring the idea closer to production.

05. Present the Vision

The collection is brought to market through samples, catalogs, decks, and sales tools that connect the creative direction to commercial value.

06. Convert Interest into Orders

Market feedback is used to refine the assortment, roll up demand, support purchase orders, and align production needs.

07. Produce and Launch

Product moves through production, delivery, retailer shipments, ecommerce setup, launch timing, and marketing support.

08. Measure and Keep Building

Sell-through, ecommerce performance, customer response, and campaign learnings are used to inform the next collection while the current one is still in market.