Filippo Bernasconi
Canobbio
Summary
Highly accomplished professional with over 20 years of experience in the fashion industry in the areas of collection merchandising, design and buying. Recognized consistently for performance excellence and contributions to success with luxury and premium brands. Strengths in strategic brand positioning, creative direction and product development backed by strong knowledge of global markets and extensive experience in managing large teams.
Overview
22
22
years of professional experience
Work History
Senior Vice President Brand & Creative Management
Hugo Boss
09.2016 - 04.2022
- Successfully grew shoes and accessories turnover by 15% to 313 M €.
- Creative direction for BOSS and HUGO S&A collections, fashion shows and capsule collections (man and woman shoes. large leather goods and belts).
- Direction of merchandising activities: collection frameworks and definition, worldwide pricing and brand positioning, competitors benchmark, definition of global retail core assortment and wholesale campaign support.
- Coordination of product development activities.
- Planning and implementation of product, marketing and distribution strategies.
- Implementation of digital design, development and sales processes (3D and virtualization technologies).
- Creation and launch of fully sustainable collections.
- Managed design and merchandising teams (30 employees).
- Developed strong organizational and communication skills through coursework and volunteer activities
Creative and Merchandising Director
Lorenzo Banfi (Lario 1898 spa)
12.2015 - 08.2016
- Global relaunch of historical Lorenzo Banfi shoe brand.
- Direction of design and development of collections.
- Merchandising plan and definition of collections.
- Pricing and brand positioning.
- Conception and implementation of product, marketing and distribution strategies.
Vice President Global Merchandising and Buying
Bally
05.2012 - 11.2015
- Responsible for all merchandising activities for all categories (men and woman’s shoes, accessories and ready to wear).
- Planning and definition of collections.
- Conception and implementation of product, marketing and distribution strategies.
- Responsible for pricing and brand positioning.
- Responsible for global retail buying activities (over 200 doors worldwide)
- Managed team of 15 employees (merchandisers and buyers).
Senior Head of Brand and Creative Management S&A
Hugo Boss
07.2006 - 04.2012
- Established merchandising plan for all categories through global sales analysis, trend research and market feedback.
- Develop creative and business strategies.
- Responsible for design of men’s and woman’s shoes and leather accessories collections for all Hugo Boss labels.
- Responsible for all brand management activities: sales analysis, market meetings, sales forecasts, product training.
- Definition of worldwide retail core range (mandatory selection for all DOS)
- Managed team of 25 employees (designers, merchandisers and product managers).
Head of Creative Management Boss Man S&A
Hugo Boss
02.2009 - 03.2010
- Responsible for design and development of men’s shoes and leather accessories collections for Boss Black, Boss Orange, Boss Green, Selection and Hugo.
- Developed creative and business strategies.
- Product development management
- Collection presentation to wholesale sales force and retail buyers.
- Global wholesale sales support for key customers.
- Retail core range definition in cooperation with local buyers.
Head of Creative Management Boss Black S&A
Hugo Boss
07.2006 - 01.2009
- Responsible for design and development of men’s and women’s shoes and leather accessories collections for Boss Black Label and Selection.
- Developed creative and business strategies.
- Collection presentation to sales managers and retail buyers.
- Global wholesale sales support for key customers.
- Cooperation in retail buy assortment decision.
Product Manager Men’s Shoes and Accessories
Hugo Boss
11.2004 - 06.2006
- Responsible for design and development of men’s shoes and accessories collections for Black, Selection, Orange and Green label.
- Collection presentation to sales managers and retail buyers.
- Responsible for product training tools development and workshops.
Divisional Merchandising Manager Men’s Shoes
Bally
03.2002 - 10.2004
- Planning and definition of men’s shoes collections.
- Collection development in cooperation with design and product development teams.
- Managed retail buying activities in cooperation with regional buyers (Europe, Usa, Hong Kong, Japan, Australia).
- Definition of must buy selection.
- Global sales and stock analysis.
- Global pricing definition.
- Market research and competitors analysis through market visits.
- Collection presentations and technical trainings to regional buyers, retail operations, wholesale organization and key customers.
- Sales support for global wholesale sales campaigns.
Business Analyst
Bally
10.2000 - 03.2002
- Global weekly retail sales analysis (net sales, sell through, margins) for all product categories (men and woman shoes, leather goods and ready to wear).
- Ad hoc analytic support to General Merchandising Manager and to divisional merchandisers.
- Ad hoc analysis for collection merchandising framework for all product categories.
- Organization and management of retail buying sessions.
Education
Bachelor of Science - Political Science
Université De Lausanne
Lausanne1999
Skills
- Collection merchandising management
- Creative direction
- Product development management
- Retail Buying
- Product and marketing strategies implementations
- Sales analysis
- Digital transition
- Sustainable collection development
Languages
Italian
Bilingual or Proficient (C2)
French
Bilingual or Proficient (C2)
English
Bilingual or Proficient (C2)
German
Bilingual or Proficient (C2)
Timeline
Senior Vice President Brand & Creative Management
Hugo Boss
09.2016 - 04.2022
Creative and Merchandising Director
Lorenzo Banfi (Lario 1898 spa)
12.2015 - 08.2016
Vice President Global Merchandising and Buying
Bally
05.2012 - 11.2015
Head of Creative Management Boss Man S&A
Hugo Boss
02.2009 - 03.2010
Senior Head of Brand and Creative Management S&A
Hugo Boss
07.2006 - 04.2012
Head of Creative Management Boss Black S&A
Hugo Boss
07.2006 - 01.2009
Product Manager Men’s Shoes and Accessories
Hugo Boss
11.2004 - 06.2006
Divisional Merchandising Manager Men’s Shoes
Bally
03.2002 - 10.2004
Business Analyst
Bally
10.2000 - 03.2002
Bachelor of Science - Political Science
Université De Lausanne
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