Efrat Fritz

The executive responsible for leading the Fashion and Lifestyle Division globally for the company. I joined the company in October 2017, and have been responsible for growing the business by 200% as of today.

Areas include:

- Global oversight of all retail boutiques at beach clubs, hotels, and resorts. This includes overseeing merchandising strategy, buying for all locations, management of all staff, boutique renovations, and working with licensing and hotel partners.

- Designing the Nikki Beach Fashion Collection from start to finish. This includes designs, manufacturing, and collaborations with other brands.

- Overseeing the Nikki Beach Shop eCommerce vertical. This includes purchasing all products sold on the shop, overseeing the team managing the website, and the marketing strategy driving sales.

- Leading the Nikki Beach Lifestyle Licensing Division. This includes securing brands and partners to license the Nikki Beach brand.

- Styling and Photo Shoots. Responsible for creating the yearly plan in the areas of brand photo shoots, and styling all looks. Areas securing models, photographers, locations, and permitting.

- Financial Management. Responsible for creating budgets yearly for all boutiques, e-commerce operations, merchandise buys, marketing budget, and styling/photo shoots.

• Worked with sports and personality agents to style their clients for events, photo shoots, and media appearances.
• Worked with the executive team to create looks for meetings, presentations, media appearances, and event appearances.
• Worked with brands to identify the right looks for athlete ambassadors for catalog, and any image and likeness usage for print, out of home, and any other form of talent usage.
• Worked with agents when licensing celebrity images and likenesses to brands, and designing and creating the collection in collaboration with brands.

• Was responsible for designing the company's lifestyle brand.
• Focused on securing brands for exclusive representation in specific territories.
• Overseeing the national sales team.
• Responsible for building financial budgets, marketing plans, trade show strategies, and servicing all big box accounts.

• Brand Manager for the Canadian territory for Rock and Republic, Arnold Zimberg, Linea Pelle, and Le Tigre.
• Created the buy for the Canadian market.
• Selected items within each collection to purchase for the Canadian territory.
• Serviced all retail accounts.
• Worked with all retail accounts on their purchases for each season.
• Planned and executed all product knowledge sessions.
• Managed all budgets across all brands.

- Acted as a liaison between the Canadian retail and head office teams.
- Conducted and administered market research on competitors, as well as trend forecasting on a monthly basis.
- Analyzed sales reports and adjusted merchandise allocation and distribution to upturn sales.
- Performed sales call functions.

- Developed and executed product knowledge sessions for clients, with a focus on apparel quality and product standards. - Worked closely with the design team on opening and renovating shops, as well as creating plan-o-grams. - Oversaw the marketing and sales departments to build and execute an events strategy to promote and create recognition, awareness, and affinity for the rebrand.

- Increased brand awareness by participating in a variety of media ventures to promote new collections, store openings, and future brand endeavors.