The story behind the Artist and Creative Director of Footwear.
1. The Creative Director; Adwa Cooper-Henri
Adwa is New York Fashion Institute of Technology educated Creative Director / Senior Designer, fluent in English/Cantonese with 15+ years of experience in women’s Fashion / Footwear multi-national brands.
Adwa provides creative direction; design development, design execution, product execution, and creative content execution for women's high-end leather good. Her specialty is to rebrand and uplift handbag & Shoe collection in the high-end contemporary market for tastemakers and early adopters who desire high quality, core classics and trend setter styles. Building a brand's market reputation and producing distribution resources with key retailers.
Creative Directions: Design creative product and creative content execution across the brand. Create and lead the full product lifecycle for products; design the concept collections, design specification, design logo, design branded hardware, launch concepts, and all branding website enhancement phases. Develop fashionable and function product with a precise marketing roadmap for the current consumer while opening the door to a new loyalist consumer. Propose high-end marketing and advertising service option with direct competitors data for business goals plan.
Conduct market research and engage with internal e-shop customers through product merchandising communication parallel to high-end and luxury competitors, editorial branding, social media branding, promo branding, build blogger/clients collaborations, build celebrity prospects and B to B external partners to identify market needs and opportunities.
Collaborate with buyers to understand current product capabilities and identify gaps. Consolidate and prioritize marketing requirements into the product marketing calendar timeline for product features and brand presence enhancements within a defined success metric.
Collaborate closely with a creative brand development marketing agency for core brand and product development. Partner with Owner on all executive financial decision. Lead and coordinate seasonal product rollout with marketing and sales efforts. Build a winning effective team that can effectively aid the brands creatives and growth.
Design Development Create and conceptualized the brand with a winning product model. Sketch design and create concept collections – birth, passion and jobless. Designing from visual concepts collected through inspiration, competitors and market based trend research within a competitive edge. Build design specifications for seasonal prototypes. Communicate daily with overseas team to ensure all raw material soured and design specification are correct. Manage pre-production stages; correcting prototypes by identifying design/construction problems and solutions, to produce 3D SRS samples for final production CFM samples that result in a desirable perceived higher than cost value product.
Design Execution: Design and develop all leathers and raw material branded standards within a desirable perceived higher than cost value for the brand to communicate “high-end” to to end consumers. Build a product development calendar. Create styles from an innovative perspective all while navigating all factors from the ever changing saturated business
Hire, train, lead and mentor a high performing effective design team.
Product Execution: Work with the owners and cross-functional teams to ensure we invest in functional sellable product line. Provided a sales strategy for revenue growth. Provided a price, product, placement, public relations and partnership strategy. Identify the target consumer. Monitor daily/monthly sales with reports. Provided a 10 yr sales projection.
Creative Content Execution: Create and guide, company creative decisions and creative direction. Design and build an advertising and marketing campaign to capture customers seasonally. Build reach and leverage brand. Design a merchandising experience that will bring to convey the message and justify the price tag. Manage and direct website maintenance, content refresh, digital and social media strategy. Propose advertising and budget spend. Create company standards, create market strategy concept, create rich media campaigns, create a high-end packaging parallel to competitor, create a luxury platform, and create collaborations. Design seasonal lookbooks for brand presentations. Present lookbooks to wholesale buyers and all major influencers. Build our wholesale client database. Hold quarterly meetings to re-present company Business Goal Plan to confirm business goals are met as planned per day 1 and/or adjusted with confirmed due factors.
Adwa continues to grow her portfolio of women's leather accessory goods design after ten plus years as Creative Director, launching a curated contemporary full lifestyle brand called Coopandhen.
Please see shop or go to www.coopandhen.com
2. The Artist; Adwa Cooper-Henri
Adwa is a contemporary pop artist. She is best know for American Contemporary Pop art with sociological comical humor. Her collections come out seasonally. At the moment she is working on the Fall 2017 pop-art collection.
She is always looking to meet galleries, and especially young collectors, like the collaboration with the Guggenheim’s Young Collectors Council. She would be happy to meet artists, curators, and art world influencers. Her work could be found in the London headquarter house of Alexander McQueen, in the Milan office of Andrea and Deigo De la valle, owner of Tods group and Roger Vivier , or personalized collectables to finesse the homes of young affluent pop singers, to athletes.
Please note, Adwa is open to collaboration with clients big & small, e.g., hollywood sets decor, album covers etc
Adwa hopes her work finds its way onto your walls, so if you're a gallery or a curator - or for private commissions please contact Adwa@adwanewyork.com