Fernanda Franco Silva
A person with an excellent working method, who knows how to listen and collaborate with different teams. Very tenacious, I love working to overcome challenging goals. Strong organization and focus on the company's priorities, objectives and margins. Excellent interpersonal skills, communication, and coordination. Very collaborative with other departments to achieve the business objectives. Able to take initiative, ownership, and accountability for business. Strong analytical, presentation and problem-solving skills. Detail oriented, extremely organized, and able to multi-task in a fast-paced environment. Flexible to make several trips nationally and internationally. Able to develop multiple projects, prioritizing on company target, and meeting deadlines. The reasons for the change from Giorgio Armani to Freddy, which might seem "risky" on paper, are mainly three 1) decision-making role and involvement on new projects; At Freddy's I developed new markets through the careful study of markets and the design of specific collections. At Freddy's I participate in every company project, I am involved with a decision-making role; 2) leadership; management of a team of 8 people; 3) economical; Executive role, with high RAL, 15% semi-annual bonus, company car and company currency.
Work activities: • Development of the collection working with stylists, production and sales teams. • Preparation of the collection brief. Collection briefing created by: external and internal market analysis, different lines differentiated by price point, consumer target, and business opportunities. • Detailed briefing with indication of the price positioning, how many sku to develop, the target cost and the potential forecast for each style to be created. • Specific Merchandising for retail, e-commerce, outlet, and all KA SMU (special make up). • Competitive bench marketing: product, segmentation, pricing and collection structure. • Trend analysis: identify key products trends in all categories and all regions. • Seasonal sell in reporting: analysis during and end of each sales campaign. Develop sales analysis and providing solutions and strategies to achieve the business goal. Constant proposal of innovative product. • Participate in the development of seasonal collection plans and decision-making role at cut-off meetings. • Prepare the merchandising presentations of the collection and recommended seasonal priorities for each category and each region for creative, marketing, visual merchandising and sales departments. • Work closely with designers, offering qualitative solutions to meet stylistic, productive, and global markets needs. • Calculation of the weighted margin and management of pricing and split delivery planning. • Manage the seasonal development calendar and make sure the deadlines are respected. • Constant collaboration with finance, trade marketing, PR and visual merchandising teams. • Develop sales analysis by product category/region during all sell-in campaign and providing feedbacks on possible action in order to seize every business opportunity and achieve company objectives. • Pre-line with all KA to define SMU. Support to the main sell-in together with the Area Managers. • The decision to change from Armani to Freddy was difficult but very wise as I now have a broader and more complete vision and responsibility; I'm involved in all strategic levers - from cost management to margins, to the development of new business opportunities by opening new markets and/or improving the offer and assignments to suppliers. Now I'm designing the collection also through the sourcing aspect; together with the production team; deciding where and with which "cost targets" to assign the various lines and special projects. I manage all Freddy's products, of all genders and all the categories that are: sportswear-lifestyle-underwear beachwear-loungewear-denim-footwear-accessories-knitwear and outwear.
Work activities: • Coordinator of the merchendaising that managed the brands: EA first line and jeans line, EA underwear loungewear&beachwear, Armani Junior and EA7. • Responsible for identifying the different overlaps (overlapping of price - of material - of product and customer) which could cause damage to the BU business and above all cause disorientation for the customer and the final consumer. Responsible for understanding the reason for the overlaps and subsequently identifying possible solutions to these. Direct report to the Head of EA BU.
Work activities: • Support the EA7 collection in all it's phases. Collection briefing created by: external and internal market analysis, different lines differentiated by price point, consumer target, and business opportunities. • Product merchandising by season, fabric projection chart and sku plan projection by season. • Development of the collection working with stylists, production and sales teams. • Calculation of the weighted margin. Management of retail pricing architecture, split delivery planning and cost targets sku. Negotiation of costs and minimums with internal product managers. • Develop sales analysis by product category/region during all sell-in campaign and providing feedbacks on possible action in order to seize every business opportunity and achieve company objectives. • Develop sales analysis and providing solutions and strategies to achieve the business goal. Constant proposal of innovative product. Edit and confirm technical sheets and material records. • Work closely with designers, offering qualitative solutions to meet stylistic and productive needs. • Presentation of the collection at an international and national level. • Specific Merchandising for retail, e-commerce, outlet, and all KA SMU. • Pre-line with all KA to define SMU, exclusives and "mini modifications" on the collection. Support to the main sell in together with the Area Managers and Buyer Manager. Support to Retail master order assortment and develop of MFO (made for outlet) collection.
Work activities: • Sales and purchase order development (considering target consumer, client segmentation, margin, etc.) • Assortment plan (2 perspective, best and worst case). • Merchandiser of "Fundamental collection" and development of Key Account SMU. • Service and controlling post sell-in and analysis on NOOS (never out of stock). Develop sales analysis during all sell-in campaign and providing feedbacks on possible action in order to seize every business opportunity and achieve company objectives.
Work activities: • Report of sell-through and rotation of product. • Retail and E-commerce master order, assortment "full price". • Margin and stock control. Discount list and help on outlet's assortment.
Work activities: • Retail assortment and support to the Visual Merchandising. • Focus on retail sales budget and sales growth. • Management of a team composed by 5 people.