FILA — LUCY JONES

SENIOR DIRECTOR, APPAREL: CONSUMER CREATION TEAM - NEW YORK, USA

Led the Consumer Creation Apparel Team, comprised of the Director of Performance and the Senior Manager of Archive + Sportswear.

Worked cross functionally with Creative: Design, Development, Marketing, Sales: Wholesale + DTC, Accounts teams, Global: Licensees and Global Sales Meetings.

Responsible for redefining the strategy + vision for FILA USA Apparel + overseeing 3 distinct Apparel categories: Archive, Sportswear + Performance. Reported to the SVP of Product.

FW25 FACTS & STATS

Built a FW25 Line Plan that reflected current business resources + goals managing 200+ styles (600 SKUs) of which ~75% “Totally New” and 25% “Carry Over” items.

Key Wins:
● Key leader of product management for Hailey Bieber collaboration: led product meetings, overseeing a 13-style capsule including communication and developing tools for GTM plans.
● Assisted in landing and selling in new brand accounts within 6 months in role.
● Spearheaded FILA's apparel strategy, doubling margins and MSRP's, briefing 70% New and 30% Carry Over Styles.
● Served as FILA USA's Apparel spokesperson, fostering and maintaining relationships with external stakeholders, leadership, cross-functional teams, global licensees, DTC and Wholesale. Ensured brand consistency via creation of toolkits, playbooks and presenting financial analysis and strategy.
● Documented and analyzed market trends, competitor activity and consumer insights to track performance.
● Responsible with Consumer Creation Team for product strategy, key season stories, product lifecycle, line plan architecture, forecasting, margin analysis, building presentations, design briefs, target setting and ordering SMS.
● Introduced new tools to enhance productivity, alignment and collaboration.

Key Leader of the FILA X HAILEY collaboration. Led meetings with Hailey and her dedicated team to ensure effective alignment on the project's vision and strategic direction.

Oversaw the end-to-end apparel development process, including style and SKU planning and the arrangement of SMS samples for global Licensees. Additionally, I played a pivotal role in fittings, facilitating creative sessions, and coordinating the production of essential go-to-market assets.

Supported sell-in meetings with key accounts such as URBN and Nordstrom, ensuring all necessary materials and information were prepared for effective communication, including the creation of creative assets.