Vice President Product Development and Marketing, Delta Apparel Inc

Engineering & Production

Delta Apparel, Soffe Athletic Apparel and licensed apparel ($300M) own the end-to-end management, product strategy, B2B and B2C ecommerce sites and marketing initiatives.

Vice President Product Development & Marketing

• Key leader in delivering the Hanes Full Potential plan growing DTC 20% of total Champion sales
• Responsible for defining the seasonal merchandising and pricing assortments across DTC channels
• Expert knowledge of athletic apparel market and ability to translate key marketplace trends to create comprehensive product
lines by season
• Direct assortment buys for Men's; apparel, underwear, socks, slides, sneakers, bags
• Create Segmented assortments by DTC channel, focusing on defining seasonal big ideas and partnering with the site and store teams to optimize the sell throughs
• Collaborate with cross functional teams to plan and execute the growth strategies
• Consumer insight led development while placing the DTC consumer at the forefront of every decision.
• Responsible for delivering product financial goals and inventory plans
• Determine pricing, promotions and markdowns
• Manage the product lifecycle through roadmap and assortment planning tools
• Manage performance of the seasonal collections, identify trends and coordinate with the store regionals on consumer
feedback
• Report to SVP, lead and mentor team

Director of Merchandising Champion Men's DTC

• Led team responsible for driving growth by implementing our "Winning with Women" Champion strategy $300m
• Managed and led the implementation of women's Growth teams, a new multi-disciplinary model to propel sales & profit
• Own the P&L for the business
• Developed and led the implementation of Champion Activewear overall product vision and strategy
• Collaborated with Design to develop a consumer centric product line
• Determined seasonal assortment priorities including line architecture and innovation pipeline opportunities
• Determined assortment for each channel and account
• Responsible for delivering product financial goals & setting pricing structure through consumer led assortment plans
• Build wholesale brand franchises that have long life, high margin complimented with fashion capsules to drive energy
• Worked closely with sales team and retail partners
• Recommended annual marketing plans that align with product big ideas
• Develop and manage inventory plans that support life cycle management
• Report to SVP, lead team of 11 Product Managers

Director/GM

• Responsible for Champion Men's & Women's North America Apparel $600m
• Managed over 5k cc's annually in categories that include lifestyle, sport, sports bras & seamless apparel for wholesale
channel and Champion DTC
• Develop and lead the implementation of Champion Activewear overall product vision and strategy
• Responsible for delivering product financial goals & setting pricing structure through consumer led assortment plans
• Build wholesale brand franchises that have long life, high margin complimented with fashion capsules to drive energy
• Responsible for product range architecture including segmentation, life cycle management & driving corporate sustainability
goals
•	Develop product to support Collabs and exclusive needs for our own DTC and key retail partners
•	Work closely with Design, Marketing and Consumer Insights team to implement innovation, development based upon
consumer needs and product story telling
•	Collaborate with sales team and accounts in order to drive seasonal product strategies in order to maximize bookings
•	Drive efficient decision making by working across multiple internal functional groups
•	International travel to work directly with factories/mills on costing and product details in HK, Korea, Taiwan & market
shopping in Europe, Asia
•	Reported to VP/GM, lead team of 6 Merchandisers

Director of Merchandising, Champion Activewear

• Responsible for Champion Men's, Lifestyle, Boy's and Duofold product lines
• Responsible for development of the business plans to meet business objectives and operating profit plan while responsible for overall style count
• Directed the development of the product line that aligns with the Big Ideas of the season in conjunction with Design, PD and Marketing to ensure product profitability
• Present and sell product lines on key account calls and provide Merchandising direction to create product assortments using
sales information tailored to specific Accounts
• Collaborated with Marketing on bi-annual catalog, styling, product presentation and participation in photo shoot
• Reported to Director/GM of Champion

Senior Merchandise Manager, Champion Activewear

Responsible for management and execution of product assortment for Hanes women's; fleece, tees and tanks worth $80M
and Champion growth initiative at Macy's for women's, men's and boy's
• Extensive experience developing strategic product assortments for Hanes Men's, Girls, Boys and Infant/Toddler
• Develop product assortment, rack flow plans and work with Buyers on product category needs
• Focus on product development (fabric/print/pattern/styling) and the customer in order to provide vision and drive design, as
well as conduct market analysis to identify emerging trend and opportunities.

Senior Merchandise Manager

• Launched and managed newly created women's specialty store in malls; opened 11 stores in 2 years
• Managed sleepwear/loungewear/panties/accessory categories which compromised 50% of stores' sales mix
• Collaborated with large vendor base on design of all private label sleepwear/loungewear/accessories
• Maintained and met all financial targets including sales/markdowns/turns/gross margins
• Traveled Domestically and Internationally to develop product, as well as to identify emerging trends

Merchandise Manager

• Developed private label Bath/Body and Home Fragrance program for Leggs Hanes Bali Playtex stores
• Sourced and collaborated on the design of exclusive, private label seasonal accessories in the U.S. and the Orient
• Managed direct import program for novelty tabletop accessories for the stores
• Traveled Domestically and Internationally to gift shows and factories
• Recommended product pricing structure while working with vendors to ensure overall margin and costing

Consultant

Seasonal Buyer

Assistant Buyer

• Managed seasonal, tabletop accessories, floral and candles for 300 door fabric and craft retail chain
• Responsible for assorting and writing buys each season
• Advised on all marketing and advertising initiatives to promote sales.
• Domestic and International travel to shows and factories
• Worked with factories on costing and product design
• Reported to the VP of Merchandising

Merchandising Assistant

Find out detailed information about Erika Hano, Vice President Product Development and Marketing, Delta Apparel Inc in Winston-Salem, NC

Erika Hano: Vice President Product Development and Marketing, Delta Apparel Inc in Winston-Salem, NC

Erika Hano

Wake Forest University