Alicia Reina: in Los Angeles , CA

Developed custom prints from artist’s photo archive to be used for ne art, home and apparel accessories. Created production spec sheets. Oversaw production of samples and color matching.

Responsible for retail and e-commerce sales in addition to visual merchandising. Managed visual and copy content for instore and online merchandising i.e. lookbooks, linesheets and instore and online marketing promotions. Coordinated and provided art direction for product and editorial photography. Redesigned e-commerce site for better user interface, more current appealing web graphics, and work flow efficiency. Worked closely with design team to provide insight on customer needs in response to selling reports and market analysis. Provided daily customer service and maintained press out reach to publications, stylists, and costume designers. Merchandised and managed trade show booth during market week.

Developed custom textile print and technical specs for women’s luxury footwear collection. Hand rendered footwear concept and technical drawings.

Assisted design director in the development of SAM EDELMAN line. Analyzed trends, conducted market and competitive research in addition to material research and development of collections. Sketched technical designs, composed technical specs for overseas development and production i.e. technical renderings of uppers, hardware, ornamentation, specific construction details, and outsole designs. Traveled and maintained daily correspondence with overseas development and production teams. Participated in fit corrections and weekly sales meetings.