DIGITAL TRANSFORMATION AND GLOBAL GROWTH IN FASHION E-COMMERCE
In my role as Design Director at at Ellos I undertook the pivotal task of transforming the recently acquired company "Josefssons" into a vibrant young women's fashion brand under the Ellos umbrella. This transformation was part of a broader initiative to position Ellos as the premier digital destination for modern families. At the time, Ellos was owned by the global company "Redcats," headquartered in Paris, and was primarily engaged in e-commerce, with a substantial catalog component.
Strategic Transformation Catalyst: My journey began with a strategic overhaul, which included defining a new brand value proposition and platform. Crafting through insights about consumer values and market developments but more importantly integrate it as a tool for the departments of design, purchasing, marketing and e-commerce. This laid the foundation for the extensive transformation efforts that followed.
Multifaceted Creative and Strategic Leadership: I had the privilege of providing creative and strategic leadership across various departments, including design, purchasing, marketing, and e-commerce. This involved initiating innovative digital work processes, ensuring seamless execution, and leading a dynamic team.
Campaign Innovation and Celebrity Collaborations: As Creative Lead, I spearheaded campaigns and celebrity collaborations, infusing creativity and star power into our brand's identity and marketing efforts.
Assortment Planning and Performance Analysis: Directly overseeing assortment planning, design, and result analysis, I closely monitored key performance indicators (KPIs) and return rates to drive continuous improvement. Leading the design- and purchasing department with yearly planning, budget, goals and creative directions.
Pioneering Online-Only Assortment Launch: Under my guidance, we successfully launched a new online-only assortment, adapting to evolving consumer preferences and digital trends.
Holistic Market Engagement: I engaged in extensive market research, trend analysis, and consumer insights, facilitating presentations and workshops for various product categories, including home, men, sports, women, and children. I also fostered collaboration with international counterparts in countries like the USA, England, France, and Germany.
Market Expansion and Dominance: My efforts played a pivotal role in expanding our market presence, with primary sales in Scandinavia and increasing exports to 7-8 other countries, including the USA. We achieved notable market share gains in women's fashion in Sweden.
Exceptional Achievements: As a result of these endeavors, our brand emerged as the largest within the company and received international recognition. We were nominated for the Global Fashion Awards in New York, marking our noteworthy impact in the fashion industry.
Driving Digital Transformation: I was at the forefront of the company's shift from an omni-channel model to a digital-first approach, aligning with Ellos' vision of becoming the No 1 digital destination for modern families. At the time, e-commerce accounted for 93% of our operations.
Comprehensive Responsibilities: My responsibilities encompassed brand positioning, design department leadership, communication direction, e-commerce and campaign management, partnerships, tone-of-voice development, marketing calendar creation, concept launches, target audience definition, future forecasting, consumer behavior analysis, e-commerce KPI tracking, and corrective actions.
Quantifiable Growth and Success: My contributions resulted in notable growth, international acclaim, and increased market shares. This transformative journey was underscored by a commitment to brand DNA, consumer engagement, collaborative campaigns, and measurable KPIs, including revenue growth, brand awareness, conversion rate optimization, customer satisfaction, and return rates.