ABC – Chief Creative Officer
ABC is a business-minded creative that drives product innovation in any organization she’s in. As the Chief Creative Officer at Adelaide + Austin, ABC is responsible for driving the brand’s mission and vision alongside leading all creative and design components. She was exposed to the arts at a young age, where her dad was a photographer by hobby, and her mom and grandma made jewelry to sell at local shows. Growing up, ABC always knew that she needed to find a career that fulfilled her creative and curious spirit yet was practical in nature. By the time she was 13, she discovered that fashion was the answer. Her interest grew throughout high school where she started to take sewing classes at the local Joann’s Fabric store to accompany the art classes she was taking in school. While some of her high school math teachers were disappointed in her decision to pursue fashion despite her talents in math, ABC left her childhood home in Northern Virginia to study Fashion Design at Kent State University. Initially, ABC had decided to focus her studies in bridal design due to her love of the beautiful fabrics and her exquisite attention to detail that she attributes to her years as a competitive figure skater. Along the way, she taught children’s ice skating classes at her university’s ice arena, where she soon discovered she was meant to be a children’s apparel designer. During her senior year, she collaborated with the kid’s she was coaching to design a kids apparel collection that incorporated interactive elements for a unique experience.
After graduating from university with a B.F.A with Honors in Fashion Design and an Entrepreneurship minor, ABC moved to New Jersey and started her career working at a small children’s fashion company, Petit Clair. As the first full-time employee at Petit Clair, ABC worked on just about everything in the first 6 months of employment, where she was working out of the basement of the owner’s home. During this time, ABC coordinated and requested samples from overseas vendors, sourced fabrics, designed product lines ranging from newborn through teens, and rapidly introduced new product categories to the growing collection including fully fashioned knitwear, outerwear, and swim. She also created catalogs and lookbooks for selling the collection and showed the collection to buyers at Children’s Club. While there, ABC also rebranded their teen collection to better suit the needs of the customer. After the first 6 months, Petit Clair needed more assistance on the team, and they moved to their first office space. ABC was promoted to Head Designer and hired a couple of assistants to help with the growing business. In this role, she was responsible for managing the production schedule, onboarding new suppliers, and overseeing the team, all fittings and final design approvals. Through this experience, ABC has gained first-hand knowledge of small business development in the fashion industry as well as gained expertise in sourcing, creative and technical design, production, sales, packaging design, and branding.
About a year after the promotion, ABC left Petit Clair to take on an Associate Designer role at Happy Threads, where she could better learn from managers with more expertise and gain experience designing for a larger market. In her role as Associate Designer, ABC designed newborn and toddler licensed character sportswear for many large retailers including Costco, Target, Ross, Family Dollar and Gap. ABC excelled in her role through her originality and creativity, obtaining larger orders every season. After a year and a half, ABC was promoted to the Girl’s Designer where she was responsible for designing all the girl’s licensed products for all accounts. During this time, ABC learned how to better identify consumer product wants through historical sales data and trend forecasting analysis. Her unique ability to understand the balance between pushing fashion forward and capturing key elements that consumers are responding to, allows her to design products that sell. After 6 months in this role, ABC was promoted again to Senior Designer – Girls where in addition to her previous roles she also takes on trend presentations for licensors such as Disney and Marvel and assists in the development of the girls private label lines for Cracker Barrel and French Connection. Currently, ABC is still working at Happy Threads while also pursuing her M.S. in Business of Fashion from Rutgers University.
As a designer, ABC loves to be inspired by her travels. When she was younger, she traveled frequently with her family to many areas of the U.S. and Europe. Her dad instilled in her and her sister in these many adventures that cultural differences should not only be recognized, but embraced, for these differences are what make us unique as individuals. She hopes that the garments she creates embrace the individuality of the wearer and bring joy and beauty into their everyday lives. ABC is perfect for leading Adelaide + Austin’s vision of creating a less hateful and more understanding world by educating children about our differences due to her upbringing and goals as a designer.
DEF- Chief Marketing Officer
DEF received her undergraduate degree in Political Science from Saint Joseph’s University and is currently finishing up her final semester at Rutgers Business School within their Business of Fashion Program. While attending Saint Joseph’s University, DEF interned for The American Red Cross where she worked in the Community Relations department. During her internship, she worked on marketing campaigns for The Pillowcase Project, a fire safety education program for children grades 3-5. While the program was targeted towards children, she worked more closely with the adult demographic through weekly newsletters, blogs, and emails.
Once she finished her internship and received her undergraduate degree, DEF began working in traditional retail in sales at Talbots. Her primary role was as a Client Specialist and worked one on one with the customer. Through this position, she was able to learn how to identify the target customer, assess their needs, and deliver service & products that fit the customer’s lifestyle. As well, she was able to help educate customers on styling the products carried in-store. After a year, she was promoted to a sales lead and took on more responsibility with store marketing. One of the major events held within the store was a Talbots Fashion Show. DEF was responsible for attaining customers to model the new inventory, inviting existing customers, and creating strategies to bring in new customers to the event. While at Talbots, she was able to learn more about traditional marketing, identify the customer and their needs, and enhance customer retention.
After working two years in traditional retail, DEF decided she wanted to pursue a career in the corporate industry. She applied and was accepted into Rutgers Masters of Science in Business of Fashion and began an internship with QVC in their buying department. While at QVC, she has worked in assisting departments such as Electronics, Bath & Body, and Handbags. As she progressed in her internship, she was to develop strategic planning skills when it came to building out product assortment within the different brands. In the buying office, DEF was able to work with the E-Commerce department with product assortment as well as the social marketing teams for the Bath & Body Division. With collaborations from other cross-functional teams, DEF feels confident in her new role as Chief Marketing Officer for Adelaide + Austin.
With the Marketing Strategy for Adelaide + Austin, DEF wants to focus more on a digital marketing approach. One of her goals is to build a large social media platform for parents and kids to follow to show them the adventures of Adelaide and Austin while their boxes are being curated. Our boxes are meant to ignite curiosity and connect children from all different backgrounds, and we want to curate marketing events for our members to connect face to face. One of her goals for the launch of our first subscription box is to partner with The New Museum in New York City. At this event, members of Adelaide + Austin will be able to view an exhibition correlating with our first box’s theme.
DEF was chosen as our Chief Marketing Officer because through her previous roles, she has been able to work with different target audiences and is able to create different marketing strategies for the Adelaide + Austin member. In past team projects at Rutgers, DEF has always been hands-on when it came to the project’s marketing strategy. This role will challenge her to think even more than in the past, but this is a project she is ready to bring to life. DEF plans on utilizing her previous marketing skills, sales experience, and strategic thinking to deliver the most effective way to reach our customers.
Lead Social Media Design: DEF
This position will work closely with our marketing team with our social media campaigns. DEF will create social media accounts for Adelaide + Austin on Instagram, Tik Tok, Facebook, LinkedIn, Twitter, and Youtube. For our main social media accounts, we will design it through the eyes of our Chief Travel Officers, Adelaide and Austin. We want our customers to be able to travel with our brand and see how their boxes were curated. DEF was chosen for this role because of her past experience with projects in the MSBF program. In almost every group project, she focused on the social media design and marketing strategy and has done research on how to best reach your audience. DEF’s strengths include: communication, creativity, time management, critical thinking, project management, analytical skills, and Flexibility
Leade Web Design
Lead Sales Platform: DEF
This position will focus on the sales strategies for our e-commerce platform to ensure we are meeting our goals for subscription growth. This position will collaborate with our Marketing team on how to best reach our target customers in a way that meets their needs. DEF was chosen for this position with her previous roles in retail sales. While working in traditional retail, she was able to learn how to best identify her customer. She understands that one of her main goals is to build a relationship with Adelaide + Austin members to increase brand loyalty. DEF will work with our cross-functional teams to build our product assortment, market our product, and listen to customer feedback to improve the quality of our boxes. DEF’s strengths for this position include: communication, retail sales, time management, critical thinking, and adaptability
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