Fashion

Lifestyle

Outdoor

Health & Fitness

ART DIRECTOR - PRODUCT

Creative & Design

I am a creative leader excelling in brand concept and design.  I have a decade of experience harmonizing trend and market research, devising and implementing brand strategy, and leading the growth and evolution of products, campaigns and overall brand aesthetics.

Art Directed on-model and still life photo shoots at Nike studio, shooting apparel and footwear for Nike, Hurley, Jordan, and Converse.
Leader of up to 5 individual, active sets and shoot teams per day.
Meet daily shoot goals of up to 200+ shots and  80+ products, adhering to highest standards of aesthetics and efficiency.


Researched, developed and delivered overarching seasonal brand concept direction,
outlining design trends, product, color and material inspiration utilized by all Cole Haan
product creation teams, brand design, and visual merchandising.
• Created and delivered design briefs and product development goals to each of the Cole
Haan lifestyle category design teams: handbags, outerwear, jewelry, hosiery, eye-wear,
cold weather, belts, suiting and third-party collaborations.
• Led the creative direction for all 9 lifestyle categories through seasonal product
development, totaling $250+ million in global wholesale and DTC sales, meeting
executive-set merchandising goals and production time-lines.
• Partnered with technical designers and product production teams of each category on
CAD reviews, material sourcing and selection, pattern revisions, Asia factory visits, sample
production, product costing and quality control.
• Established and executed seasonal, strategic product assortment goals with the
executive, merchandising and marketing teams to ensure full-collection visibility in the marketplace, maximizing profit and sell-through.
• Responsible for unifying the design language between all product categories,
incorporating brand innovation technology into licensed product and delivering a cohesive and unified product line to retail.

DESIGN DIRECTOR - BRAND CONCEPT & LIFESTYLE PRODUCT

Curated and built seasonal product assortments of third party brands and collaborations,
expanded the recognition of Cole Haan as a lifestyle brand in the marketplace.
• Researched design, trend, and marketplace activity to develop seasonal, brand concept
direction, product and color inspiration implemented by all product creation teams, brand
design, and visual merchandising.
• Managed and developed relationships with licensees and third-party vendors, leading
seasonal concept and product briefs, design direction, and marketing initiatives.
• Researched, defined and brought to market new product collaborations between Cole
Haan and outside designers, expanding Cole Haan's category offerings, and visibility in the market. Including Mountain Hardwear & Todd Snyder.
• Commissioned the build of full-scale, mock retail environments to demonstrate the implementation of the product assortment and strategy and prove concept.

SR. MANAGER - CONCEPT, LIFESTYLE & COLLABORATIONS

Researched consumer trends and created merchandising plans for retail brands
including Keds, Cole Haan and Schoolhouse Electric.
• Led the development and curation of an online, design driven segment for Keds,
identifying more than 250 artists, recruiting and managing 50 artists' who designed custom
prints for Keds shoes.
• Analyzed comprehensive brand dissection and segmentation to develop progressive
business planning strategies.
• Participated in the creation of integrated brand packaging and licensing plans for Egg
Pres and Fashioning Hope for Target Corp.

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SR. MANAGER - BUSINESS DEV. & PLANNING

Find out detailed information about Tommy Alfson, ART DIRECTOR - PRODUCT in Topanga, CA

Tommy Alfson: ART DIRECTOR - PRODUCT in Topanga, CA

Tommy Alfson

POINT LOMA NAZARENE UNIVERSITY

THE ART INSTITUTE