BRAND: Lucky Brand Jeans ROLE: Chief Merchandising Officer 2011 - 2017
LOCATION: Los Angeles, California luckybrand.com
ASK: P&L owner of $1B+ complex multi-channel business: Direct-to-consumer, Wholesale, Licensing, & International. Managed 14 direct reports (VP’s/Sr. Directors) and teams of 120+ people.
DRIVE TOP & BOTTOM LINE SALES ACROSS ALL CHANNELS OF BUSINESS. DEFINE & EXECUTE A CONSISTENT BRAND VISION ACROSS DTC & WHOLESALE CHANNELS. AMPLIFY LIFESTYLE STRATEGY WITH NEW CATEGORIES & BUSINESSES.
During my tenure, the brand grew nearly $200M across all channels of business, driven by comp growth and new revenue streams.
Established a consistent brand vision and aesthetic, as well as “accessible premium” price positioning across all channels of business.
Rebuilt and cultivated retailer relationships with existing and new account base, while adding 550+ quality doors.
Launched Lucky Plus ($45M) and added several licensing categories, including LuckyHome.
RESULTS:
BUSINESS: During tenure, the wholesale division doubled its volume with improved margins, outlet business increased 25% in retail sales with improved margins, e-commerce sales grew 45% delivering stronger margins , and specialty store sales declined low single-digits, however margin and inventory turns improved.
PRODUCT STRATEGY: Chief Merchant, responsible for developing and executing key business, channel, and product strategies, including product/ assortment expansion, flag/big box initiatives, increasing core door productivity, omni-channel initiatives, account & demographic based product segmentation, execution of seasonal/geo-clustering strategy to improve sell thru and profitability, while leading all collaboration, 3rd party, and new licensing initiatives.
WHOLESALE: Full P&L accountability for the Wholesale Division, including department stores, MBSS, specialty stores, and E-commerce for both regular/full and off-price segments; accountable for ~50% total company revenue/$250M (WHS $) and ~65%+ of total company profit. The channel experienced quality, profitable growth during my tenure driven by: comp store growth, expansion of consumer segments, new account acquisition, and new product categories.
BUSINESS DEVELOPMENT: Concepted and executed the Plus launch in Fall 2012, delivering $25M in sales during year one, becoming the fastest growing segment in the company. Also served as internal advisor to executive team on new business and licensee opportunities.
DEVELOPED ONLINE EXCLUSIVES' STRATEGY
LAUNCHED PLUS / EXTENDED SIZES
ACCESSORIES & LICENSING EXPANSION