Kaelyn Beckcom

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

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

▪ Independently led the creative revamp of the 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, redefining product strategy, visual identity, and market position.

▪ Analyzed sales to understand consumer behaviors and to inform brand-right, commercial designs.

▪ Monitored emerging trends to effectively curate seasonal trend, color, and fabric boards to build brand-right narratives.

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

▪ Prioritized cross-collaboration to execute product details/desired outcomes with internal and external partners (i.e. production, technical design, manufacturers, and vendors). 

▪ Selected/developed materials, trims, color, and artwork for all styles.

▪ Reviewed and refined samples and trims, troubleshot product challenges, and conveyed design updates to necessary teams to ensure timely execution.

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