Susan FieldsE-Mail: Susan.Fields@mac.com

Portfolio for:

•Visionary, Creative Thinker •Strategic Marketer with Strong Analytical Skills •Creative Graphic Design judgment with a strong visual sense •Cutting Edge Merchandise and Product Planning •Private Label Apparel Development•Brand Development

Catalog CreativeNew Product Rollout

This layout was created for a new product rollout that included a new and innovative fabric for the healthcare apparel market, a micro fiber polyester.

This new fabric needed a special introduction to the customer that was a little more fashion focused. I modeled the layout on spreads seen in top fashion catalogs and found a stylist who could do the free form “no mannequin” look those catalogs specialize in. This new approach showed the customer a comfortable flowing garment as a “look” and the copy echoed that. Sales far surpassed plan on this spread.

Catalog CreativeNew Private Label

Category

A decision to expand from manufacturing only print tops and expand into solid color tops and bottoms required careful planning as this would be a much larger risk in terms of cost and inventory sku’s for a single category. More risk was created with the decision to expand using new fashion colors instead of a basic color palette.

In order to maximize customer notice and acceptance of a new category and target a specific customer we had not been able to penetrate. I researched how employees in those settings were wearing scrubs. Taking cues from the look of those health care workers and and some creative casing of the “Doc Martins” and “Diesel” fashion websites, I worked with my creative team to come up with this layout.

Customers we had been trying to reach on targeted B-to-B lists immediately identified with this “look” and acceptance was huge, resulting in more expansion of solid color scrub categories.

E-Commerce Development

E-Commerce development experience dates back to 1999 when I implemented a “real time” E-commerce site as a natural progression to a fast developing catalog business.

The Home Pages were developed with the same creativity as the printed catalog. Organized, easy to shop departments and item pages resulted in an immediate increase in E-Commerce to 15% of sales.

Great Visual interest, fast loading pages and easy to navigate items made the E-Commerce site an immediate success.

MerchandisingGolfExperience in Golf Merchandising includes item and line development, color

selection and fit. Through careful analysis, we determined a possible key item in the 22” short if the fit was tailored for a missy figure instead of the youthful cut seen elsewhere in the market. This change in fit combined with a figure flattering stretch cotton twill, resulted in one of golf’s hottest items for the season. By sending out press releases and contacting the major fashion editors at golf publications, we were able to generate consumer excitement and a lot of editorial press.

The “ASTRA” golf wear for women line was an upscale line aimed at the country club and resort golfer. Sophisticated styling and fine fabrics were key components of the line.

MerchandisingHeath Care Apparel

Many years experience in the health care apparel industry has given me an eye for what works for this customer.

Extensive experience in fabric, fit and manufacturing, brand and private label development and marketing through catalog, E-commerce and retail channels.

Exciting new fabrics, colors and styles made a big impact with the consumer in an overly commoditized industry.

Advertising Collateral And Editorial Placements

Golf Apparel

Photography Direction Photography Direction

Photography direction, styling and staging have been an integral part of my work in marketing, catalog, E-commerce and merchandising presentation.

I have an exceptionally good eye for what looks good on camera as well as what will transcend well into print and internet usage. Knowing what the customer is looking for and how to present it to them is key to success in sales.

These innovations helped this catalog stand out in a very competitive market where product offering and pricing looked the same to the consumer from catalog to catalog.

In my catalog experience, I introduced the ideas of artfully, and sometimes playfully, posed on-figure shots along with innovative “non-mannequin shots combined with illustrator art. These new innovations in presenting health care apparel struck a chord with the customer who couldn’t wait to get our catalog in the mail or check out the website to see what interesting, entertaining and most importantly great new merchandise they could buy.

Trend/Product Development/Merchandising Boards

Trend and Presentation BoardsI create eye-catching and very effective presentation and trend boards that capture attention and help focus and bring to life the ideas being discussed. My boards have resulted in closing sales and moving merchandise projects forward.

Trend/Product Development/Merchandising Boards

Trend and Presentation BoardsIn addition to development and design of product, I create eye-catching and very effective presentation and trend boards that capture attention and help focus on the ideas being discussed. My boards have resulted in closing sales and moving merchandise projects forward.