Shereen Drummond

Background

About Shereen Drummond

Responsibilities: Be up-to-date on latest market trends national/international. Develop seasonal inspirations, concepts and colors, based upon international fashion trends and adapt to market demographic and brand image. Interpret seasonal fashion direction, assortment opportunities and merchandise to stay ahead of competition and relevant to the market. Responsible for the process of product creation and development based on the clearly defined annual and seasonal product strategy for the brand. Increase the product portfolio with new style, lines by closely interacting & working with the team and to create creative product design Introduce new techniques, textures, constructions, base fabrics etc, as per calendar. Evaluate the brands performance in the earlier season as per feedback from retail team and rework on the design inputs for the forthcoming season. Create design ranges including graphics' and prints' artworks as per buying calendar and seasonal transition. Ensure adherence to business process calendar. Ensure PLM uploads/design pack handover to vendors through in-person visits. Approval of pre-production sample for style and fit. Work on final range Presentation of the complete category wise along with the planograms. Co-ordinate with the VM team for the display of merchandise on the floor. Provide required support for seasonal photoshoot with trend and ensemble. Portfolio link: behance.net/shereen_drummond