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Director of Merchandising, Design & Product Development 

Engineering & Production

Creative and dedicated Merchandising and Product Creation Leader with extensive international experience in Fashion and Sportswear industries. Strong knowledge of global consumer, marketplace, product merchandising, E-commerce, concept development, and fashion trends. Ability in leading and influencing Design, Marketing, and Sales teams to achieve revenue and profitability goals. Data driven, with a consumer-centric business approach. • Merchandising, Product Creation Process and Creative direction: Apparel, Footwear, Accessories • Brand strategy, Segmentation, Distribution, and Go-To-Market strategies • Assortment planning &amp; retail analytics • Strong consumer sensing ability and knowledge of shopping behaviors and trends

• Lead Design, Sourcing, Product Development and Planning to execute the merchandising strategy
• Manage department budget and P&L and financial planning
• Build and execute the product creation calendar
• Develop merchandise business growth strategies for new channels and markets
• Manage inventory and purchase orders for E-com and pop-up stores 
• Lead WSL collaborations and royalty-generating license deals

Global Director of Merchandising, Design & Product Development

• Transformed the apparel collections to target a younger and more fashion savvy consumer, which resulted in +39% growth YOY
• Revamped the line architecture (400 SKUs/season) by introducing new silhouettes to grow the brand beyond its core customer
• Developed a financial planning tool to ensure each collection meets the financial targets (revenue, margin, SKU efficiency)
• Revamped the product creation process to make sure key deadlines are met and all departments collaborate efficiently
• Identified relevant trends and collaborations to extend the brand reach

Senior Global Merchandiser, Apparel & Accessories - Fashion | Lifestyle

• Led a triple-digit business growth, resulting in $90M in revenue and 800 projects/year
• Responsible for special make-ups, collaborations, and special projects for men’s and women’s apparel and accessories
• Provided guidance to a team of 4 designers and 2 developers to create seasonal quickstrikes, footwear tiebacks and exclusive collections
• Analyzed costing to maximize profits and achieve financial goals, while meeting quality standards and account’s expectations
• Established a new process and calendar to streamline the workflow between departments and improve the speed to market
• Designed and developed a new PLM software specific for SMU and Collabs

Global Merchandiser - Special Make Ups | Collaborations

• Grew key categories, resulting in high double-digit growth and $60M in revenue, improved profitability and SKU efficiency
• Leveraged geography marketplace and consumer insights, in addition to channel and account strategies, to influence and create the regional line plans (700 sku’s/season) in partnership with Global Product leadership
• Partnered with footwear cross-functional stakeholders to deliver integrated and aligned product launch strategies
• Increased market penetration through a better line segmentation and go-to-market strategy
• Improved forecasting and financial planning in partnership with Sourcing and Planning teams

Merchandising Manager - EMEA

• Cleaned up the distribution and elevated the brand positioning by relaunching it in the Core Snowboard/Skate/Surf channel
• Responsible for Italy's marketing, sales, and distribution strategies
• Developed and executed the regional sales and marketing plan

Country Brand Manager

Luca Canali is a Director of Merchandising, Design & Product Development at World Surf League in Los Angeles, California.

Luca Canali

Luca Canali

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