Kaelyn Beckcom

▪ Repositioned HSM brand aesthetic, palette identity, print direction and fabrications while maintaining core identity.

▪ Assigned an additional brand, ROWM, to assist design within the first six months at Dillard’s.

▪ Led the creative revamp of outerwear seasonal category by redefining visual identity, design direction, and product association by modernizing silhouettes, color palettes, and materials.

▪ Merged existing brand, Roundtree & Yorke, with its bottoms category into a unified concept, redefi ning product strategy, visual identity, and market position.

▪ Analyzed sales to create brand-right, commercial designs that reflect the conceptual direction/business strategy.

▪ Curated monthly competitive trend, color, and fabric boards to cohesively build refreshed, brand-right collections.

▪ Prepared technical packages, bill of materials, and update development tracking sheets including flat sketches, fabric details, and specs throughout the development process.

▪ Prioritized cross-collaboration by communicating and problem solving ongoing development details to internal and external partners (i.e. production, technical design, manufacturers and vendors).

▪ Analyzed sample construction and fit weekly.

▪ Understood development timelines to achieve all tasks effectively and timely with attention to detail enabling the ability to anticipate the head designer’s needs and any potential issues.