AMANDA KRAEMER
New York ,NY
Summary
15+ years honed experience in fashion trend, styling, brand creative direction, collaboration ideation, photoshoot concept execution, positive team building and talent and creative budget management.
Drive creative fashion trend and creative POV to ensure core, collaboration and future ideations are successfully executed across brand platforms whilst partnering with cross-functional teams to expand item offerings to foster industry considerations and company growth goals.
Overview
17
17
years of professional experience
Work History
GLOBAL CREATIVE DIRECTOR, FASHION & STYLING
Lands' End
09.2023 - Current
- Implement and manage execution of innovative fashion and styling concepts to support global brand awareness and new customer consideration; brand +34% to Plan
- Provide clear and timely communication and direction to successfully lead Fashion team thru multiple, simultaneous projects and priorities whilst ensuring deadlines are met.
- Lead press previews, quarterly comp shops & ideations on brand and designer collaborations.
- Honed awareness and ardent passion of fashion developments, styles and trends; implement chase buys, new client sales by 31%
- Successfully manage teams to execute styling for digital trend lookook and multifaceted campaign photoshoots. Lead team during times of change and ambiguity with open communication and flexibility to ensure brand priorities are met with success.
- Successfully keep myself and teams ahead of trends by providing fashion week and market visit in-depth recaps with attainable execution acts.
- Continue to grow new and existing industry relationships to foster current and future collaboration and exclusive initiatives.
- Build trust easily and effectively by communicating with clear intention and ownership whilst putting industry and brand initiatives front of mind.
- Lead and develop Fashion team, consisting of staff and freelance talent, by providing consistent leadership, vision, mentorship and clear communication to create positive and evolved work environment.
- Partner with marketing, merchandising and design teams to positively influence PLC to ensure core, trend & collaboration visions are brought to life across brand.
- Collaborate with multiple cross-functional teams to direct fashion trend items to ensure alignment to industry trends and compelling company growth goals.
- Partner with editorial, design and marketing to concept and execute on fashion stories that highlight pivotal seasonal messages.
STYLING DIRECTOR & CREATIVE CONSULTANT
Amanda Kraemer Brand, LLC
01.2020 - Current
- Develop and drive visual POV across campaigns with focus on retaining existing clients whilst attracting newness via AI interface and interactive multi-media visual concepts.
- Create visual trend styling concepts to drive annual, seasonal, trend and promo channels to targeted markets; new client considerations +23%.
- Recognize disruptive differentiators to drive new brands via inclusive campaign invention whilst supporting strategic Merch business initiatives.
- Translate fashion POV, key item and trend analytics into memorable and marketable storytelling to ensure brand relevancy and retention across platforms.
- Utilize industry feedback to develop accurate social, digital and print materials to align and drive client growth plans and introduce new market demographics.
- Ideate and lead creative partnerships, influencer programs, brand and celebrity collaborations and spearhead creative aesthetic direction.
- Ensure holistic execution by guiding internal and freelance teams across divisions, from initial conception to final concept achievement.
- Ensure imagery is aligned with client exact messaging and aesthetic standards to clearly define and differentiate amongst industry elite.
- Worked with photographers including Patrick Demarchelier, Dan Jackson, Dario Catellani, Jody Rogac, Clement Pascal, Emma Tempest, Annemarieke van Drimmelen, Duncan Winecoff, Dan Martensen, Alasdair McLellan, Benny Horne, Steven Pan and Guy Aroch, amongst others.
SENIOR STYLING DIRECTOR
Ascena Retail Group Inc
02.2013 - 01.2020
- Responsible for elevating brand POV via engaging trend and item-focused and inclusive storytelling across all creative platforms.
- Partnered with Creative Director, Head of Editorial and Marketing to develop creative calendars to spearhead new styling concepts to inspire existing and engage new clients; 22% new client interaction response.
- Attend client-engagement feedbacks to ensure storytelling aligns to customer demands; developed strategic editorials to increase client consideration to LY.
- Created 'Most Loved Looks' monthly editorial; style looks consisting of trend and key items to generate double digit comps as most-visited site feature and email driver.
- Supported launch of LOFT PLUS and Lou & Grey new brands by creating outfitting guideline tool; +26% CFT launch goals
- Designate omni-channel plans to Social team based on trend differentiators, Merchant buys and client needs to develop category specific digital campaign strategy; social engagement +17% to Plan and +21% to LY.
- Provide updated roster of influential and most progressive talents across photography, hair, and makeup to ensure POV evolution syncs with storytelling.
- Work with Art Director and post-production teams to image select to ensure best execution.
- Lead styling events and public speaking assignments to spread brand awareness and gain clients.
- Manage ever-expanding Styling and Sample Coordinator teams across multiple brands, both on-staff and freelance; provide on-boarding, daily sales insights, detailed seasonal styling direction to ensure continual alignment and workflow efficiency.
SENIOR STYLIST & ART DIRECTOR
Amazon, Shopbop
11.2009 - 02.2013
- From concept thru execution, stylistically translated Shopbop POV into imagery that engaged, drove brand awareness and surpassed merchandising metrics.
- Styled and art directed product and editorial photoshoots; successfully met daily shoot metrics and surpassed editorial experiential-specific sales.
- Worked directly with Production to ensure casting was aligned to industry innovations.
- Edited expansive product breadth to create cohesive and relevant storytelling messaging, peak customer interest, support inventory and click-thru rates whilst promoting trend awareness.
- Partnered with producers, photographers and fellow creative leads to ensure efficient workflow and highest quality image alignment per business needs.
CREATIVE STRATEGY ANALYST
Target
09.2007 - 11.2009
- Conduct market research and analysis to identify trend, opportunities and consumer insights for growth; tween category offerings increased 21%
- Collaborate with cross-functional teams to brainstorm and implement innovative ideas.
- Evaluate effectiveness of creative campaigns and product offerings and provide improvements; segmented marketing +33% to LY
- Analyze competitor strategies and industry practices to inform marketing decision-making.
- Create presentations and reports to effectively communicate findings.
Education
Color Theory Short Course -
CENTRAL SAINT MARTINS
01.2021
Bachelor of Science in International Trade and Marketing Bachelor of Fine Arts -
FASHION INSTITUTE OF TECHNOLOGY
12.2005
Skills
Managerial experience leading, hiring, training and inspiring on staff and freelance teams
- Ability to set clear fashion objectives and brand performance measures
- In-depth experience in consumer-focused store and digital environments
- Adaptable and able to work well during times of change and ambiguity
- Demonstrated ability to work well as cross-functional team member with willingness to take on additional responsibilities when necessary
Websites
Hobbies and Interests
- Non-profit Styling
- Color Theory
- Coding
- Sculpture
- Interior and Floral Design
Fine Arts
Create single and mixed-media sculptures to communicate personal and societal events, trends and theories.
Timeline
GLOBAL CREATIVE DIRECTOR, FASHION & STYLING
Lands' End
09.2023 - Current
STYLING DIRECTOR & CREATIVE CONSULTANT
Amanda Kraemer Brand, LLC
01.2020 - Current
SENIOR STYLING DIRECTOR
Ascena Retail Group Inc
02.2013 - 01.2020
SENIOR STYLIST & ART DIRECTOR
Amazon, Shopbop
11.2009 - 02.2013
CREATIVE STRATEGY ANALYST
Target
09.2007 - 11.2009
Color Theory Short Course -
CENTRAL SAINT MARTINS
Bachelor of Science in International Trade and Marketing Bachelor of Fine Arts -
FASHION INSTITUTE OF TECHNOLOGY