FREE PEOPLE
01 DISTRIBUTION GOALS
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My goal was to pitch, manage and build a retail partnership with Free People, the American apparel and lifestyle retail company owned by Urban Outfitters, Inc. The lifestyle retail company has its own direct channels, including 136 free standing boutiques across the United States and Canada, the Free People Global site, and Free People UK site. My objective was to create product synergy between the retailer and the ADA brand, by leveraging both value chains. The Free People bohemian lifestyle and editorial monthly product drops were a perfect fit for the ADA brand Argentinean leather product story and artisanal craftmanship quality.
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​02 DISTRIBUTION ACHIEVEMENTS
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I achieved launching the ADA product line across each 136 Free People standing boutiques, the global site, and the UK site. By utilizing our nimble production capabilities, we were able to design monthly collections year after year, and curate a core collection of top-selling styles which remain available year-round. Focusing on combining on-trend seasonal styles and classic silhouettes every season led to achieving a balanced product plan and supported Free People buying executives to curate the in-store assortments in accordance to localized consumer buying trends.
CURATED DESIGN MEETS SCALABLE DISTRIBUTION
03 REVENUE ACHIEVEMENTS
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My distribution strategy, to build with a curated design assortment for every monthly product launch in combination with the retailer’s scalable distribution reach, has led to creating the top-revenue performing accessory styles for the entire Free People company. My Free People partnership strategy has led to 30% revenue increase for retailer distribution for the ADA brand and a 25% increase in profitability year over year.