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Founder, marcellaINC Studios | Brand Consultant for Fashion, Sport & Lifestyle | Wholesale Strategy for Emerging Brands | Industry Coaching for New Grads 

Specialist & Consultant

Most emerging brands want to grow through wholesale—but few truly understand how it works. That’s where I come in. At marcellaINC Studios, I help fashion, sport, and lifestyle brands move through the wholesale process efficiently and strategically. From brand storytelling and retail positioning to product segmentation, assortment planning, sell-in tools, and buyer communication, I guide brands through the entire process—step by step. With 20+ years in the industry, I’ve sold into nearly every channel of distribution—major department stores like Nordstrom and Dillard’s, regional chains like WSS, Shiekh, and PacSun, trend boutiques like KITH and Undefeated, and online retailers like Revolve &amp; Zappos. I’ve worked across sales, marketing, and strategy, partnering with brands at every stage of growth. My experience includes global names like adidas, Converse, JanSport, Lacoste, and Levi’s, and I was honored to be named JanSport Sales Rep of the Year two years in a row. And in a time when digital presence influences everything from brand perception to retail placement, I’ve also built a platform with over 100K followers. I understand how social media marketing ties directly into brand positioning and wholesale success—because buyers notice both. Having lived and worked in Portland, Chicago, Dallas, and now Los Angeles, I understand how different markets think, buy, and behave, insight that directly shapes how I guide my clients. Alongside my work at marcellaINC Studios, I serve as a Strategic Sales Consultant for Levi’s, supporting the U.S. launch of their socks and underwear business and building the territory from the ground up. A Focus on Women’s BusinessThe women’s market is one of the most overlooked and underdeveloped areas in wholesale. I specialize in building strategies that prioritize the category, unlock growth potential, and help brands capture demand that even major players ignore. Throughout my career, I’ve seen endless opportunities to elevate the women’s business beyond a seasonal focus. I’m not just here to educate the industry—I’m here to challenge it and change it. Areas of Expertise -Wholesale education &amp; account growth-Product segmentation and distribution strategy -Assortment planning-Sales tools: line sheets, presentations, ATS, and sell-in copy-Social media marketing-Amazon 3P merchandising and brand positioning-Retail readiness and buyer communication-Consulting for founders, small brand teams, and reps-How to get into retail stores and grow your wholesale channel-Best practices for operations, efficiency, &amp; sales

Building a strategic studio focused on fashion, retail, and wholesale—backed by real experience and specializing in sales tools and the women’s business.
Alongside my work representing select brands across the country, I create tools, templates, content, and insights that help brands get into the right stores—with clarity, confidence, and intention.
At marcellaINC Studios, I focus on:
-Consulting, coaching, and e-courses
-Comprehensive wholesale strategy guides and focused mini guides
-Sales tools that actually support reps and drive sell-in
-Trend analysis, retail insights, and sales strategy shared across TikTok, Instagram, Substack & YouTube

Founder, marcellaINC Studios | Sales Rep | Fashion, Retail & Wholesale Strategy

National Account Manager | Lacoste

Driving sales growth across the West Coast and Southern regions, I manage a diverse portfolio of over 100 specialty and department store accounts, consistently expanding Lacoste’s market presence. My strategic approach has led to the successful opening of key fashion retailers, including Men’s Wearhouse, PacSun, and Revolve, contributing over half a million dollars in new business and solidifying Lacoste’s footprint in trend-driven markets.

Key Achievements:

*Successfully opened eight new accounts in just three months, generating over $1 million in revenue with strategic partners such as Men’s Wearhouse, Shiekh, WSS, and PacSun.
*Play a pivotal role in enhancing brand visibility by securing placements in influential West Coast fashion retailers, driving significant sales momentum.
*Develop impactful marketing sales tools, including compelling lookbooks, using Canva and PowerPoint, showcasing resourcefulness and providing the sales team with dynamic visual aids in the absence of company-provided resources.

National Specialty Account Manager

Manager, US Lifestyle Accounts | Clarks

Led the charge in expanding Clarks’ presence in the trend and lifestyle market, managing a diverse portfolio of over 50 independent and key accounts, including Nordstrom, Bloomingdale’s, Urban Outfitters, and Revolve. Focused on driving growth with pivotal fashion retailers such as Free People, Anthropologie, and Urban Outfitters, I leveraged my strategic insight and relationship-building skills to enhance Clarks’ positioning within the fashion-forward segment.

Key Achievements:

*Spearheaded business growth by acquiring and nurturing new specialty accounts, utilizing strong communication and negotiation tactics to solidify partnerships that aligned with our wholesale market strategy.
*Collaborated closely with global counterparts and product marketing teams to develop exclusive SMUs, securing first-time placements with key accounts like Free People and Anthropologie, significantly boosting brand visibility.
*Implemented targeted halo segmentation strategies, working hand-in-hand with product teams to grow market share and optimize assortments for fashion and trend lifestyle retailers.

Originals & Premium Sales Manager

Back-to-Back Sales Rep of the Year

Driving growth and brand presence in Southern CA and AZ, I managed a $5 million territory with a laser focus on trend/fashion accounts and 3P Amazon retailers, partnering with key players like Zappos, WSS, and Dillards. Tasked with expanding into high-impact, trendsetting markets, I successfully opened 15 new strategic image accounts, propelling territory growth by 28% through my extensive network of industry leaders in the lifestyle channel.

Key Accomplishments:

*Spearheaded expansion into specialty, outdoor, and street lifestyle trend accounts across key cities, unlocking new revenue streams and elevating brand positioning.
*Led impactful presentations and merchandising efforts at major fashion trade shows, including Project Las Vegas, ComplexCon, and Agenda, fostering collaboration with influential trendsetting brands and retail partners.
*Orchestrated strategic business growth with 3P Amazon partners, including Zappos.com through detailed report analysis, strategic product replenishment, and dynamic sales strategies.
*Achieved over 300% growth on the Amazon 3P platform with Gear Coop, driving exceptional market performance and positioning JanSport as a leader in the online space.

Skills: Strategic Sales Management | Trend Account Development | 3P Amazon Strategy | Trade Show Merchandising | Business Growth Analysis | Microsoft Excel & Outlook

Account Executive

Territory Sales Manager | Converse Accessories

Recruited to launch and grow the accessories business from the ground up, I strategically pursued first-time placements of Converse sunglasses, backpacks, and other small accessories in top specialty and image accounts, including Tilly’s, PacSun, Kith, Union LA, Robert Wayne, WSS, Sportie LA, and Blends. My efforts focused on developing comprehensive business plans that positioned Converse accessories as must-have items within trend-setting retailers.

Key Achievements:

*Crafted and executed strategic business plans, directing assortments for key accessory categories such as backpacks, bags, and sunglasses, while presenting and training sales reps on product lines at the National Sales Meeting.
*Successfully pioneered new business categories, including consumer electronics and digital accessories, expanding distribution channels and driving incremental sales growth.
*Developed sales strategies for underperforming territories, balancing footwear, apparel, and accessories to ensure holistic brand representation and storytelling across all product categories.
*Leveraged social media platforms like Facebook, Twitter, and Pinterest to engage potential accounts and amplify brand campaigns, resulting in new account acquisition and increased sales.

Account Executive for Converse and John Varvatos Sunglasses & Converse Accessories

Territory Sales Manager | Adidas

Managed a $7 million territory spanning Southern CA and NV, driving growth and brand visibility across key accounts including Zappos.com, PacSun, WSS, and trend-focused specialty boutiques like Frontrunners, Club Sports LA, Sportie LA, LDRS, and Belmont Army. Responsible for a diverse product mix, including Adidas by Stella McCartney, Sport Performance, Adidas Originals, and licensed MLS and NBA products, I delivered exceptional sales performance through strategic account management, innovative market approaches, and unparalleled brand storytelling.

Sales Achievements:

*Skyrocketed Zappos apparel business by 344% in just six months, demonstrating a strategic and results-driven approach.
*Secured first-time placements of Adidas apparel at PacSun, including the men's launch breaking into new markets and expanding brand reach.
*Consistently achieved sales and margin growth year-over-year, even during challenging economic conditions.
*Generated over $1 million in new revenue by implementing innovative distribution strategies and opening new accounts.
*Developed Adidas’ first-ever fact lookbook, providing comprehensive education on the Originals brand and its rich history to retail partners, fostering a deeper emotional connection and driving sales at the store level.

Key Account Footwear, Apparel and Accessories Sales

Fashion & Trend Account Manager | Adidas Sport Heritage Division

Recognized as a fashion authority within Adidas, I was promoted to a groundbreaking role that focused on building a new territory for the Sport Heritage and Fashion division, setting the standard for streetwear, coastal, and trend-focused accounts. As the go-to expert for market insights and trends, I played a pivotal role in educating and training sales reps on the latest fashion movements, positioning Adidas at the forefront of the lifestyle market.

Key Achievements:

*Promoted within 18 months to lead Adidas’ first-ever dedicated fashion-focused territory, driving brand expansion into urban and trend-setting markets.
*Achieved the #1 Sales Rep position across Adidas America within four months of promotion, outperforming over 150 reps nationwide in footwear, apparel, and accessories.
*Opened over 30 new fashion and urban accounts across seven states within the first year, establishing Adidas as a key player in the trend-driven retail landscape.
*Prospected and developed over $1.2 million in new accounts covering seven states in the midwest and south region, significantly enhancing the brand’s market presence and profitability.
Job Highlights:

*Expertly opened new accounts through strategic prospecting, cold and warm sales calls, engaging presentations, and high-impact trade show participation.
*Defined brand distribution strategies in major trend-focused cities, including Chicago, Dallas, Houston, Detroit, and Minneapolis, securing prime placement in key markets.
*Cultivated loyal client relationships, increasing existing business by over 50% through a deep understanding of market dynamics and customer needs.
*Designed tailored merchandise plans and created custom seasonal assortments, leveraging demographic insights to develop individualized catalogs that drove account-specific sales.

Originals/Trend Sales Rep

ACCOMPLISHMENTS
-Promoted after doubling previously underperforming territory revenue within two yearsof  hire.
-More than doubled territory from $1.5M to $3+M within one year to become department’s #1 Sales Rep.
-Highest % increase in department for apparel and footwear booking orders (300% increase).
-Won major annual awards including: Footwear Contest Winner, Apparel Contest Winner, nominated Apparel Sales Rep of the Year, and Apparel & Footwear Contest Winner.

JOB DETAILS
-Expanded key territories including NY, Philadelphia, Boston, and New England, with adidas Originals urban specialty accounts.  Territory volume $4M.
-Set account growth plans, developed excellent relationships with diverse clientele; responsible for visual merchandising and brand management.
-Presented persuasive footwear/apparel presentations at New York Showroom and regional trade shows.
-Provided consistent contact and timely follow-up to manage all account issues to resolution.
-Hired and trained new employees; sat on interview panel with management.
-Spearheaded committee for sales web management B2B tool for accounts to view product, order online, view catalog, merchandising and marketing.

adidas Direct Lead Sales Rep

-Responsible for 200+ specialty accounts in the Northeast with a territory volume of $1.5M including tennis specialty, urban specialty, and sporting goods.
-Coordinated trade show attendance and apparel and footwear sales presentations.
-Organized and coordinated product presentations out of NY Showroom for Northeast specialty accounts.
-Created marketing materials to streamline buyers’ selection and ordering process.
-Condensed immense amounts of information from week-long sales meetings to 4-page handouts that were easy to understand and created brand “buzz.” 
- Resolved client / account issues (shipping, credit, etc.)

adidas Direct Northeast Account Manager

Marcella Fredericks is a Founder, marcellaINC Studios at marcellaINC Studios in Los Angeles, California.

Marcella Fredericks

Marcella Fredericks

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