THE SPORTS AUTHORITY
As a Designer with The Sports Authority, I was responsible for trend research, design, development, merchandising of a $100M portfolio of multiple private label collections across outdoor, yoga, cycling, snowsports, hiking, and activewear brands.
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DEVELOPMENT PROCESS
Private brand collections are developed behind the calendars and cycles of most national brands, ensuring that trends and placement are in-line with national brands but interpreted to deliver what is most important to the Sports Authority customer. Collections began with trend and concept development from national and international reports, market shopping, and in-house buyer feedback.
As part of the design process, I managed a 24 week production calendar, with 4 development milestones aligned with buyers and executives to create a collaborative assortment to drive business in white space within the product categories.
As part of the design process, I managed a 24 week production calendar, with 4 development milestones aligned with buyers and executives to create a collaborative assortment to drive business in white space within the product categories.
ALPINE DESIGN
MILESTONE DEVELOPMENT PROCESS
MILESTONE #1
Review and update each brand's DNA and direction, trend & concept alignment, including assortment recommendations.
MILESTONE #2
First look at first development samples, color selection, and graphics/print development.
MILESTONES #3 & #4
Final style development and approval, recommendations to branding, marketing, store, and visual teams.
ASPIRE
Concept, trend, and colorway development for studio yoga brand Aspire, developed for regular and plus sizes.
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BLOOM
Reacted to whitespace in mid-priced yogawear market, building out a second private label yoga brand with completely unique DNA compared to successful brand Aspire. All fabrics and dyes were sourced and produced using eco-friendly processes, organic cotton and bamboo textiles, and even labels and hangtags were created from recycled materials.
OXIDE
Developed Watersports brand Oxide to fill white space in watersports market, strategically positioning the brand below national brands Hurley and Nike to provide mid-priced board shorts, rash guards, and coverups for the entire family featuring original prints and sun protective fabrics.
TRAYL
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Trayl was a Private Label cycling brand for The Sports Authority. The Trayl customer is typically on a bicycle for fun or for basic transportation. The brand, aesthetic, and packaging were all designed around this feeling of fun and functionality.
In year 2, I expanded the brand from basic compression shorts to a fully merchandised assortment catering to road, mountain, and commuter cyclists. Assortment was tiered into a good, better, best bottoms program, commuter separates, and custom-designed sublimated jerseys, fully replacing Canari in all stores and gaining 30+ margin points across the cycling apparel category |
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STUDIO FITNESS APPAREL
A selection of sketches and assortments developed as a freelance designer and developer at Gaiam, Pearl Izumi, Cartel Noir, and other apparel brands.