Bernhard Guessregen
Los Angeles,CA
Summary
Creative thinker, story teller with a confident, dynamic and energetic personality. Inspires self and others to go beyond stated goals. Left brain and right brain thinker who connects creativity and innovation with strategy and customer to excel in challenges. Extensive experience on a global and micro scale. Design direction, trend forecast, product vision. Strategic planning and developing of brand strategy, company DNA and new business opportunities. Leading of design concepts from inception to it's execution and in store presentation. Holistic process building, process improvement, customer research and Omni channel range strategies. Experienced in driving teams and creativity to new achievements across multiple areas and connecting with key stakeholders to deliver a vision of success.
Overview
3
3
Languages
31
31
years of professional experience
Work History
VP of Design
STONY APPAREL CORP.
2025.01 - 2026.06
- Stony Apparel , a dedicated Fashion forward Women s Design Company developing Fast Fashion, Girls, Juniors, Young Contemporary, Ready To Wear and Missy.
- Team of 25 designers and 5 artists.
- Led the creation of specialized fashion lines for juniors and girls tailored to meet the demands of retailers across the USA. Cultivated strong relationships with key accounts, including Target USA (Wild Fable, Art Class), Kohl's (Eyeshadow), Walmart, TJ Maxx, BJ's, and Nordstrom.
- Delivered comprehensive design solutions, offering expert guidance on fashion trends, original designs, exclusive prints, and market intelligence.
- Researched and interpreted emerging fashion trends, ensuring alignment with retailer's individual branding and market positioning.
- Cultivated and backed the global manufacturing and sourcing team to bring exceptional value to our customers with consistent quality, unparalleled reliability and quick turn deliveries.
- Established a dynamic design culture that prioritizes creative thinking, innovation and collaborative problem-solving.
- Facilitated transition processes following company sale in June 2026.
Creative Director, Apparel, Trend, Accessories
BERNGUESS Consulting
2023.08 - Current
- Design Consultancy based in Los Angeles for projects across the USA and Europe.
- Woman s, Men s and Kid s.
- Engaged with key stakeholders to assess and improve team effectiveness and strategic direction.
- Delivered specialty projects and groundbreaking concepts that increased organizational creativity. Achieved successful execution of innovative concepts and specialty projects that enhanced project outcomes.
- Developed and maintained a diverse client portfolio, including specialty retailers and notable celebrities, to drive brand growth.
- Cultivated relationships with freelance designers worldwide to enhance client engagement and project collaboration.
- Established and maintained strategic alliances with prominent designers, celebrities, and specialty retailers to drive business growth.
Head of Design and Trend, Apparel, Accessories
Woolworths Holdings ZA
2016.01 - 2023.07
- Oversaw operations of premier specialty store chain comprising 300 locations.
- Oversaw annual sales volume and creative direction for $2 billion portfolio.
- Oversaw a diverse team of over 10 designers and more than 10 artists to foster creative excellence. Guided team efforts to align design and artistic vision with project objectives.
- Oversaw creative direction and strategic management for $1.2 billion in global women's wear sales, encompassing classic, premium contemporary, casual, re-denim, and active athleisure segments.
- Women s and Men s , Classic - Premium, Contemporary - Studio W, Casual - Edition, Denim - RE , Active Athleisure
- Children s Wear, Girls, Boys, Baby, Infant.
- Launched first design and trend team aimed at enhancing brand aesthetics and market relevance.
- Developed a worldwide network of freelance designers to enhance project opportunities and client engagement.
- Developed and implemented comprehensive design and innovation strategies to enhance product offerings.
- Transformed men's, women's, and children's wear offerings, resulting in increased customer interest and sales performance.
- Cultivated strategic partnerships with prominent local designers and collaborated with international designers, including Pharrell Williams.
SVP of Design and Trend, Apparel, Art
Children s Place
2014.01 - 2015.01
- Children’s specialty store with 1000 stores across the United States, Canada and license stores across Europe, Middle East, China.
- Annual volume and Creative Direction of $ 3 billion in sales.
- Managed a team of 10 + designers, divided by 10 + designers and 10 + Artists.
- Big Girls, Baby Girls, Newborn, Infant, Big Boy, Baby Boy, Accessories, Footwear.
- Established “Fast Fashion” concept for kid’s clothes.
- Developed “ cost engineering “ across design, technical design and sourcing.
- Rebuilt design team in New York and product development team in Hong Kong and established a more efficient design development process.
SVP of Design and Trend, Apparel, Art
TARGET AUSTRALIA
2011.08 - 2013.08
- Supported operations of 350 retail locations across Australia. Contributed to annual sales volume and creative initiatives totaling $3 billion.
- Managed teams of 10 + Designers, 10 + Artists in Australia, 10 + Designers in Hong Kong.
- Women's - Juniors (Free Fusion, Fast Fashion), Surf (Piping Hot), Contemporary Modern (Hot Options, Fast Fashion), Contemporary Classic, Active, Intimates.
- Designer Collection Collaboration 'Roberto Cavalli', 'Dita Von Teese'.
- Accessories and Footwear (Target brand's).
- Men's - Young Men's, Contemporary, Classic, Active, (Target brand's).
- Kid's - Tween (1 D), 7-16 Tween, Girls and Boys, Toddler, Newborn, Baby, (Target brand's), Designer Collection 'C. Dinnigan'.
- Trend - Packaging (Target brand's).
- Established and led an international design team across Australia and Hong Kong.
- Established a comprehensive design and development calendar to enhance organizational synergy.
- Developed and positioned edited.com as a key analytical and creative resource for the organization.
- Developed a comprehensive process for global trend messaging to enhance brand differentiation across all sectors.
- Articulated key messages to design and art merchants, including DMMs, GMMs, and CEO, to enhance marketing strategies and packaging initiatives.
- Created a comprehensive fast fashion workflow for women's clothing, optimizing design and production timelines.
- Built and managed global travel calendars, budgets, goals and expectations for teams, trend center and global trend consultants.
- Developed and implemented succession plans for design organization in collaboration with Australian and international colleges.
- Developed comprehensive product and range strategy for successful omni-channel rollout at Target Australia.
- Designed and implemented key product assortments for innovative 'urban store' format, enhancing Target Australia's retail strategy.
- Spearheaded collaboration efforts on international designer collections for Target.
VP of Design, Women's, Men's, Children's
KOHL'S
2005.11 - 2011.06
- Mid-tier-level retailer with 1150 across the United States.
- Annual volume of $ 16 billion in sales.
- Responsibility and Creative Direction for approximately $ 7 billion dollars in sales across multiple areas and brands.
- Doubled volume in sales in four and a half years from $ 3 billion to approximately $ 7 billion (45 % of total volume) by developing Trend, Brand, and Customer-right product.
- Managed a team of 10 + Designers, divided by 10 + Designers and 10 + Artists.
- Women’s/Juniors/Contemporary/Modern Classic/Active/Intimates.
- Accessories.
- Men’s/Young Men’s/Contemporary/Modern Classic.
- Children’s/’Tween/Girls and Boys.
- Launched several Key Brands for Kohl’s like Tony Hawk (Skate), Elle (Magazine), Lauren Conrad (Celebrity), Mudd (Juniors Vintage), Jumping Beans (Children’s).
- Communicated and presented a clear vision and point of view for Design to all key stake holders (Merchants, Product Management, Technical Design, Marketing, Trend, Customer) and therefore increased buy in, trust and relationships across all areas.
- Developed key design templates and presentation tools for all brands across all areas and therefore developed a common and focused design language for the organization.
- Developed a new research and development process, which reduced the “in store” development time (from concept to delivery) by 30 %. (9 to 24 weeks in store for main line, 4-8 weeks for knit programs).
- Built and hired a design team from scratch, by starting with 5 Designers to a total of 40 Designers and 20 Artists, and with up to 10 direct reports. Setting team and personal goals for them and created an inspiring, exciting, innovative and driven environment.
- Developed key relationships and projects with design colleges throughout the USA, to build the future talent pool for the organization.
- Developed and managed key development processes and “best practice” models for the design department to maximize the efficiency for design, for example:
- A sweater process for early sweater development.
- An aggressive testing strategy to gain customer knowledge and to discover the next “it” item.
- A strategic travel plan for design teams worldwide (Domestic, Europe, and Asia) to support design and product development.
- A design and art budget for all groups.
- Multiple development calendars for all seasons across all divisions.
- Key milestone differentiation meetings to keep brand identity across the store.
Design Director, Women's
TARGET
2002.11 - 2005.11
- Mass retailer with 1750 stores across the United States.
- Annual volume of $ 55 billion in sales.
- Led a team of 20 designers, comprising 15 designers and 5 artists, to drive creative projects.
- Directed creative initiatives to drive $2 billion in sales across all women's brands, ensuring alignment with market trends.
- Women's - Juniors (Xhilaration), Contemporary (Merona), Modern Casual (Cherokee), Active (Pro Spirit), Maternity (In Due Time), Plus Sizes (all brands), Women s Collaboration, Juniors (Mossimo Red), Contemporary (Mossimo Black), Designer Collection Isaac Mizrahi, Designer Collection Liz Lange, Active (C9 by Champion).
- Drove initiatives to position Target as a key destination for trend-savvy consumers and premium products. Partnered with marketing departments to craft compelling trend messages that engaged the customer base. Transformed target into a fashionable and desirable shopping location through strategic marketing efforts.
- Drove women's design initiatives to achieve recognition with two consecutive "Golden" awards, significantly contributing to $200 million in sales growth over projections.
- Formulated and implemented a "fast fashion – runway to reality" strategy for junior department, establishing a framework for rapid product turnaround.
- Spearheaded launch of high-end designer brands "Isaac Mizrahi for Target" and "Liz Lange for Target" in collaboration with renowned designers.
- Facilitated partnerships with international designers, including Fiorucci and Tara Jarmon, to develop a unique limited collection for the 'Go International' initiative.
Design Director, Women's and Men's
NORDSTROM
1999.09 - 2002.11
- High-end luxury department store with 200 stores across the United States.
- Annual volume of $6 billion.
- Responsibility of 100 – $ 300 million in sales across multiple areas and brands.
- Managed a team of 25, divided by 18 Designers and 7 Technical Designers.
- Women’s – Young Contemporary (Halogen), Juniors (Rack Outlet), Contemporary Classic (Catalog), Classic (Classique’s), Men’s – Young Contemporary (Halogen), Young Men’s (Pure Stuff).
- Developed the Halogen design philosophy and product line for women’s and men’s. Developed the key fit for all brand categories in Halogen.
- Developed a key denim bottoms program.
- Developed design direction, color, trend, fabric, and product for the U.S. and Japan market for Halogen.
- Built new design teams for the Rack Outlet division, the .COM division, the catalog division and developed design and customer right product for each, which generated incremental sales of $100 million.
Senior Designer, Women's
THEORY - ELIE TAHARI
1996.09 - 1999.09
- High-end contemporary designer brand distributed in high-end and specialty stores USA and globally. Annual volume of $300 million dollars in sales.
- Led a team of three designers to drive project success and innovation.
- Responsibility for sketching, designing and managing women's design, including fabric research, trim research, trend research, color research and styling.
- Managed end-to-end sample development process for all lines, working closely with pattern makers and sample room to achieve timely and accurate sample readiness.
- Developed and delivered compelling presentations of the finalized collection to engage high-level management, marketing buyers, and editors.
Designer, Women's Prêt á Porter, Diffusion and Licensees
EMANUEL UNGARO
1995.07 - 1996.09
- High-end Luxury Couture and Prêt á Porter, fashion house distributed globally through their own boutique store network, high-end department and specialty stores. Annual volume of $500 million dollars in sales.
- Developed and executed design concepts for women's prêt-à-porter runway collection, enhancing brand visibility for diffusion licensees.
- Achieved successful fabric research and print development through collaboration with the Paris studio and GFT Italy. Delivered innovative trim and sample development by effectively partnering with teams in Paris and GFT Italy.
- High-end Luxury Couture and Prêt á Porter, fashion house distributed globally through their own boutique store network, high-end department and specialty stores. Annual volume of $500 million dollars in sales.
Education
Master of Fashion Design - Women`s
Royal College of Art and Design
London, UKBA,Hons,First - Fashion Design
University of Hamburg
Hamburg, Germanyundefined
Domus Academy
Milan, ItalySkills
- Creative team leadership
- Strategic thinking
- Design, Trend,Innovation and Concept development
- Visual storytelling
Languages
English
German
French
Timeline
VP of Design
STONY APPAREL CORP.
2025.01 - 2026.06
Creative Director, Apparel, Trend, Accessories
BERNGUESS Consulting
2023.08 - Current
Head of Design and Trend, Apparel, Accessories
Woolworths Holdings ZA
2016.01 - 2023.07
SVP of Design and Trend, Apparel, Art
Children s Place
2014.01 - 2015.01
SVP of Design and Trend, Apparel, Art
TARGET AUSTRALIA
2011.08 - 2013.08
VP of Design, Women's, Men's, Children's
KOHL'S
2005.11 - 2011.06
Design Director, Women's
TARGET
2002.11 - 2005.11
Design Director, Women's and Men's
NORDSTROM
1999.09 - 2002.11
Senior Designer, Women's
THEORY - ELIE TAHARI
1996.09 - 1999.09
Designer, Women's Prêt á Porter, Diffusion and Licensees
EMANUEL UNGARO
1995.07 - 1996.09
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Domus Academy
BA,Hons,First - Fashion Design
University of Hamburg
Master of Fashion Design - Women`s
Royal College of Art and Design
Personal Information
Title: Creative Design Director excited about FASHION AND LIFE STYLE.