Loft, 2017-2018: Launched Omni Plus-size Division
Led the launch of Loft Plus Omni Division from concept to execution, a key growth initiative for Ann Inc. Managed cross-functional team in all aspects from building the business and long range plan, determining the brand positioning in the market and channel strategy, curating the assortment, and building and hiring the team to execute the launch and manage the day-to-day business.
Implemented Omni-channel product strategies that maximized volume opportunities and ensured a cohesive visual product story across all customer-facing touch points.
Accelerated in-store expansion plan and successfully launched in 50 stores in the first year vs. original plan of 10 stores.
Developed a chase strategy, decreasing lead times and adding inventory that added +$2M in incremental volume.
Analyzed consumer insights, data, and market trends to build comprehensive product filters and define key categories of distortion to differentiate Loft Plus competitively.
Partnered with Marketing on social strategy, media campaigns, and launch events which aided in 1.2B media impressions and social engagement + triple digits.
Collaborated with Marketing to increase community engagement and customer acquisition through creating in-store events, traveling trunk shows, and led the CurvyCon 2018 Task Force (event during NYFW that brings plus size brands and influencers together to bring visibility to plus sizes in Fashion).