Mariana de Oliveira Feliciano

Coordeno o Estilo dos setores Feminino (Casual, Cidade, Jovem, Jeans, Esportivo) e Intimo (Pijamas femininos e infantis, Lingerie e Praia feminino e infantil).

• I guide fashion brands in developing collections through the analysis of fashion, consumer behavior, and market trends; I also propose season themes, color palette definition, design garments and guide the whole product development process. • I mentor young professionals in their career paths within the Brazilian fashion industry or in career transitions into this field through personalized mentoring sessions. • Key responsibilities included: Branding, Trend Research, Calendar Development (Analysis and Planning), Market and Competitor Analysis, Fabric and Supplier Research, Product Development, Fitting Test, Collection launching Strategy.

• Fashion Coordinator for Women’s Beachwear and Men’s Swimwear, from June 2022 to September 2023. Team composed of 1 Senior Fashion Designer, 1 assistant and 1 intern. • Fashion Coordinator of the Beachwear and Activewear Depts across Women’s, Men’s, and Kids’ segments, from September 2021 to May 2022. Team composed of 1 Senior Fashion Designer, 2 mid-level Fashion Designers, 1 junior Fashion Designer and 5 Assistants. • I restructured the Style Strategy and Product Mix for Women’s Beachwear in collaboration with the Commercial and Planning depts. Through Market Analysis, Sales History, and Trend Research, the collection was adjusted to better align with the fashion timing, clients, and product attributes defined by category. As a result, sales of the collection increased. • We created a line of basic bikinis that became a best-seller and the top-selling product in the Women’s Swimwear category. After conducting market, trend researches and analyzing the best-sellers, I established guidelines for developing entry-level products and oversaw the development process until final product validation. • I was the first member of Riachuelo’s Fashion Team member to co-host a live Instagram broadcast for the company. I selected pieces and styled the looks for the live stream in partnership with influencer Mariana Baxur. This initiative not only increased audience engagement but also encouraged active participation from other employees in themed live events, strengthening the brand’s presence. • I implemented strategies that improved the team’s interpersonal relationships. Together with the Business Partner, I analyzed the team’s behavioral profile and developed strategies to optimize the department’s productivity, which led to higher engagement and integration. • Key responsibilities included: Team Management, Leadership, Trend Research, Research Trips, Development Calendar Definition, Market and Competitor Analysis, Recruitment, Training, and Performance Evaluation.

• Senior Fashion Designer for Women’s Activewear, working on the development of collections composed of national, imported, and licensed styles. Team composed of one Senior Fashion Designer (me) and two assistants. • I designed collections that were more up-to-date and aligned with the brand’s consumer desires. I conducted trend research, market analysis, and checked consumer behavior studies to support new style guidelines and product quality standards for the deparment (women’s activewear). • I planned new collection coordination strategies for the sales point. Due to the pandemic, new collection launches were interrupted. These new strategies made older pieces more desirable and attractive for sales. • We increased sales of new collections by correcting the fitting of the styles. With better wearability, the items also became visually more attractive at the sales point. • I developed best-selling activewear pieces for the Riachuelo + Barbie + À La Garçonne collab collection. I proposed fabrics and finishings for pieces designed by Alexandre Herchcovitch, in addition to overseeing development and suggesting new styles. This collection received significant media attention and boosted the visibility of Riachuelo’s activewear line. • Key responsibilities included: Fashion Show analysis, Color palette proposal, Color evolution strategy, Product design, Print Development, TechPacks for Import, Training and development, Product development trips (Brazil/China/India), Trend Research Trips (Brazil and Europe); Fitting Tests, Collection presentations to management, Interaction with Visual Merchandising, E-commerce and Marketing Departments.

• Young Women’s Department Fashion Designer, focused on developing collections with products of national, imported, and licensed origins, aligned with the line’s profile and customer. • I created moodboards highlighting the main style and lifestyle characteristics of each women’s clothing line. I represented the Fashion Department in the Bain & Company consultancy study and developed this material in partnership with the Head Comercial Manager. This material brought clarity to the Comercial and Fashion teams regarding product strategy for each segment and helped minimize product overlaps in stores. • I created an online magazine at Pernambucanas to spread fashion, pop culture and consumer behaviour insights throughout the company. Together with the General Style Management, I developed Monthly Reports to reach all departments. Through the implementation of this publication, we disseminated and popularized cultural topics that directly impacted the fashion market. • I organized training for the Fashion Team on creating color palettes through partnerships that strengthened the initiative. This training engaged the team in work processes, positively impacting their motivation levels. • Key responsibilities included: Development of collections with National, Imported, and Licensed styles (Disney, Warner, Hasbro, and Turma da Mônica); Market Analysis, Trend Research, Fashion Show Analysis, Season themes Proposal, Color Palette and Print Development, Briefings for National and International suppliers, Collection Map, TechPacks for Import, Research Trips to London and Barcelona, Development and Purchasing Trips to Brazil, China, and India, Fitting Tests, Follow-up, Assembly of Lines and Pre-Lines, Presentations for Marketing and Visual Merchandising departments, Recruitment, and Training.

• Young Women’s Department Fashion Designer, focused on developing collections with products of national, imported, and licensed origins, aligned with the line’s profile and customer. • I created a color flow strategy for the collection that made easier product coordination in the sales point. I developed visual strategies to ensure that the planned colors were coordinated in stores month by month. • Key responsibilities included: Development of collections with National, Imported, and Licensed styles (Disney, Warner, Hasbro, and Turma da Mônica); Market Analysis, Trend Research, Fashion Show Analysis, Season themes Proposal, Color Palette and Print Development, Briefings for National and International suppliers, Collection Map, TechPacks for Import, Research Trips to London and Barcelona, Development and Purchasing Trips to Brazil, China, and India, Fitting Tests, Follow-up, Assembly of Lines and Pre-Lines, Presentations for Marketing and Visual Merchandising departments, Recruitment, and Training.

• Fashion Designer for Women’s Active and Beachwear department, focused on developing collections with products of national and imported origins. • Key responsibilities included: Development of collections with National and Imported styles, Market Analysis, Trend Research, Fashion Show Analysis, Season Themes Proposal, Color Palette and Print Development, Briefings for National and International suppliers, Collection Maps, TechPacks for Import, Development and Purchasing Trips to Brazil and Uruguay, Fitting Tests, Follow-ups, Assembly of Lines and Pre- Lines, Presentations for Marketing and Visual Merchandising departments, Recruitment, and Training.

• Fashion Design Assistant for Women’s Jeanswear and Women’s Casualwear. • Key responsibilities included: Trend Research, Collection Map, TechPacks in Portuguese and English, Fitting Test, Follow-ups, Supplier Contact, Assembly of Pre-Lines and Lines, Interface with the Marketing department.

• Co-founder and Pattern Maker for original lingerie, swimsuits, and bikinis. • We launched the brand’s first collection in Summer 2011. I developed the pattern foundations and worked closely with the brand owner to establish all the pillars for production and launch of the original and creative lingerie collection. This first collection laid the foundation for the brand’s DNA elements, which it is still known for today. • We launched the Swimwear line in Summer 2012, expanding the product portfolio. I developed the pattern bases, arranged partnerships with digital print studios, supervised the prototyping and production of the pieces, as well as the photo shoot. This strengthened the brand’s identity in the Swimwear segment and attracted a new target audience. • We secured participation in Fashion Rio Summer 2012 with a runway show that gained prominence in WGSN reports. I created the project for submission to the judging panel, developed the texts and visual identity, and contributed to the creative process for the design of the looks. Upon approval, we moved forward with production, consolidating the brand’s presence at the event and increasing its visibility in the fashion market. • Key responsibilities included: Pattern Development, Pattern Grading, Development of Measurement Charts; Creation of visual communication materials (tags, flyers, invitations), Supplier Contact, Invoice Issuance, Trend Research, Technical Sheets, Cutting of small productions, Prospecting and contact with retail stores (multibrand); Sales.

• Fashion Design Assistant to the factory owner and Fashion Designer in charge of developing Beachwear and Activewear collections for both the factory label and other private labels (Jo de Mer, Clube Bossa, and Adriana Degreas). • We improved product development for the private label and private label brands. I organized the atelier to optimize access to work tools, revised patterns, and supervised the production of pieces. This made the process faster, more organized, and efficient, raising the quality and productivity of product development. • I continuously developed mini swimwear collections for the factory label, ensuring stock supply. I created pieces using existing patterns and fabrics in stock, optimizing resources and reducing fabric stock. Besides minimizing waste, we ensured a steady flow of new items and boosted customer engagement in stores. • Key responsibilities included: Trend research, fabrics and trims sourcing, product development; pattern checking and development, supplier contact, production monitoring, cutting pilot pieces and small productions, and fashion production for private label catalogs.

• Fashion Producer Intern for the program Instrumental Sesc Brasil, aired on TV Sesc. • I started the Fashion Production on the show by producing and editing the presenter Patrícia Palumbo’s outfits. I established a network of partnerships between stores and press offices to borrow clothing and accessories. Additionally, I developed look proposals aligned with the director’s guidelines and the presenter’s style. The strategic selection of pieces resulted in a more modern and harmonious visual identity in the recordings, enhancing the program’s aesthetic quality. • Key responsibilities included: Prospecting and contacting clothing brands and press offices; selection, collection, and return of clothes, shoes and accessories in perfect condition; look proposals; filming follow-up.

• Fashion Design Assistant for the original brand Lord Lu, specializing in women's clothing. • We launched all collections through runway shows and original campaigns reflecting the brand’s identity. We developed conceptual pieces and organized fashion shows for collection presentations. Additionally, I created strategic lookbooks for distribution to retailers. These marketing actions strengthened the designer’s unique and irreverent DNA, consolidating the brand’s market positioning. • Key responsibilities included: Trend research, fabrics and trims sourcing, market and retail (multibrand) research, supplier contact, technical sheet development, cost calculation, fashion show production, castings and photo shoot rehearsals, virtual flyer development, and lookbook layout design.