The story behind the Artist and Creative Director of Footwear.
1. The Fashion Footwear & Accessory Design Director; Adwa Cooper-Henry
The Footwear & Accessory Design Director; Adwa is New York Fashion Institute of Technology educated Design Director / VP OF Design, fluent in English/Cantonese with 10+ years of experience in women’s Fashion / Footwear & Accessory multi-national brands.
Adwa provides design direction; design development, design execution, product technical specification execution, and creative content execution for women's high-end leather goods. She rebrands and uplifts footwear & handbag brands for tastemakers and early adopters who desire high quality, core classics and trend setter styles. Building brand’s market reputation and producing distribution resources with key retailers.
What does that all mean….
Design Directions strengths: Design creative product and creative content execution across the brand. Create and lead the full product lifecycle for Emily Cho 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 with proven data 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 Duties: Create and conceptualized the brand with a winning product model. Sketch design and create concept collections with technical specifications. Design from visual concepts collected through inspiration, competitors and market based trend research within a competitive edge. Implemented design direction for women’s collection, in liaison with seasonal inspiration, communicate and oversee proper execution with the design team. Build design specifications for seasonal prototypes. Communicate daily with overseas team to ensure all raw material soured and design specification are correct. Manage and facilitate 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 to bridge helpful intel to sales dept.
Creative Content Execution: If needed for startups/boutique brands. She can create and guide, company marketing 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 from a end consumer and design perspective 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 solely to build 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.
2. The Artist; Adwa Cooper-Henri
Adwa is a art enthusiast and a contemporary pop artist. She is best know for vaguely direct yet humorous American Contemporary Pop art with a sociological perspective. Her gallery collections comes out seasonally.
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. For print, brands, and people.
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 Adwacooper@gmail.com