Luca Canali
Director of Merchandising, Design & Product Development · World Surf League
Los Angeles, California
In My Own Words
<p>Creative and dedicated Merchandising and Product Creation Leader with extensive international experience in Fashion and Sportswear industries.</p><p> Strong knowledge of global consumer, marketplace, product merchandising, E-commerce, concept development, and fashion trends. </p><p>Ability in leading and influencing Design, Marketing, and Sales teams to achieve revenue and profitability goals. Data driven, with a consumer-centric business approach.</p><p><br></p><p> • Merchandising, Product Creation Process and Creative direction: Apparel, Footwear, Accessories </p><p>• Brand strategy, Segmentation, Distribution, and Go-To-Market strategies </p><p>• Assortment planning & retail analytics • Strong consumer sensing ability and knowledge of shopping behaviors and trends </p>
Work Experience
Global Director of Merchandising, Design & Product Development
World Surf League2022 – Present
• 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
Senior Global Merchandiser, Apparel & Accessories - Fashion | Lifestyle
Harley-Davidson Motor Company2020 – 2022
• 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
Global Merchandiser - Special Make Ups | Collaborations
Vans, a VF Company2015 – 2019
• 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
Merchandising Manager - EMEA
Vans, a VF Company2011 – 2015
• 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
Country Brand Manager
OXBOW2010 – 2011
• 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
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