Shirley Giriraj

At Hollywood Magic, I lead the end-to-end product lifecycle across women’s, men’s, kidswear, and essential categories for leading retail clients. • Lead buying and product development across a broad portfolio of licensed fashion products, ensuring alignment with each client's commercial strategy and seasonal direction. • Oversee complete product strategy—from trend forecasting and concept development to sampling, cost optimization, and final shipment execution. • Manage global vendor partnerships to ensure quality, competitive pricing, and timely delivery across all collections. • Handle compliance, approvals, and brand integrity across a portfolio of over 200 licensed brands, with responsibility for maintaining alignment with global IP guidelines. • Drive product innovation in silhouettes, packaging formats, and go-to-market timelines to meet changing consumer and retail demands. • Collaborate cross-functionally with buyers, planners, and creative teams on both client and internal sides to build trend-right, high-performance assortments.

Managed product design and development across boyswear and essentials, including sleepwear, undergarments, hosiery, schoolwear, and licensed apparel for all age groups from babies to teens. • Researched global trends using WGSN, fashion weeks, trade shows, and market insights to develop seasonal and mid-season collections. • Designed a wide range of products across knits, denim, wovens, athleisure, and essentials, ensuring trend relevance and commercial alignment. • Created capsule collections and festive-specific assortments for Ramadan, Holiday Season, and Chinese New Year, tailored to regional and e-commerce markets. • Handled licensed product development and approvals for major IPs including Disney, Marvel, Mattel, and Hasbro. • Collaborated with buying and planning teams to align product ranges with sales insights and consumer trends across GCC and Southeast Asia. • Coordinated with global vendors for fabric sourcing, sampling, and seasonal range building, ensuring timely development and delivery. Contributed to the success of the Back-to-School uniform launch in 2022, resulting in a 22% sales increase for the category.

Focused on design and development for the Essentials category, covering sleepwear, undergarments, hosiery, and school uniforms. • Designed and developed over 400+ SKUs, ensuring strong alignment with market trends and category growth goals. • Traveled to factories in India and China to drive new product development in knits and wovens. • Created specialized products including holiday gift boxes, twinning sets, and school uniforms tailored for the Saudi market. • Researched and introduced new formats within undergarments and hosiery, expanding the scope of the category. • Collaborated with the Business Transformation Team to bring innovation into core essential ranges.

Oversaw end-to-end design and development for the boys’ apparel and accessories category under in-house brands. • Managed conceptualization, design, and development across all product types including winterwear, wovens, denim, knits, knitwear, and leather accessories. • Conducted seasonal travel to Southeast Asia for trend analysis and sample sourcing, and regularly visited fabric mills and factories for product development. • Coordinated and delivered seasonal buyer presentations, and worked with stylists for photoshoot planning. • Monitored all stages of product development from initial sampling to production, ensuring timelines and quality standards. • Handled the PLM system to streamline product tracking and documentation across the development cycle.

Focused on design and development of apparel across knits, wovens, and denim for in-house kidswear brands. • Created concepts and developed designs for both girls’ and boys’ collections, aligning with brand aesthetics and seasonal direction. • Developed detailed tech packs to ensure consistency in product specifications and quality. • Collaborated with the quality assurance team and coordinated with factories throughout the development cycle. • Managed product fit and sizing, including measurements, grading, and PLM updates for over 600 styles. • Ensured product quality and accuracy across all production stages — from sampling to bulk manufacturing.