Experience

LUXCEL

• 1 - 100 Employee

• Creative design and fashion coordinator | Handbags and backpacks designer

  • Jul 2022 - Present

  Luxcel Group is a Chinese multinational company and it's one of the leading wholesale players in Brazil, regarding backpacks, bags and travel line, focused on licensed brands (such as Disney, Mattel, WB, among others), but it also have its own brands (such as UP4YOU, Gash and Polo King). 2022 July - 2023 April: Product Design Coordinator (full time job) - São Paulo - Brazil 2023 April - Currently: Handbags Designer (remote) - Thailand - Responsible for the Product Development Department (Creative Design Team) leading 3 designers. - Responsible for the assortment, product development and negotiation with suppliers from China - Backpacks, Handbags, Luggage and accessories. - Licensed collections: Disney (Marvel, Avengers, Mickey & Minnie, Pixar, Toy Story, Encanto, Stitch, Star Wars, Young Jedi Adventures), Mattel (Barbie, Hot Wheels, Fiscer-Price, Monster High, Uno, Thomas and Friends, Polly Pocket), Warner Bros (Harry Potter, Superman, Wonder Woman, Friends, Powerpuff Girls, Batman, Batwheels, Teen Titans Go, Flash, Rick and Morty), MGA (LOL, OMG, Rainbow High, Shadow High, Mermaze Mermaidz, Bratz), Boruto, Super Mario, Sonic, My Hero Academia, Wednesday (Wandinha), Dino Ranch, Play-Doh (Super Massa), Nasa, Peanuts (Snoopy), PKXD, Baby Shark, Turma da Mônica, Moranguinho, Masha e o Urso. -Achievements: 2022 Warner Bros Discovery award winner in two categories: "biggest growth of the year" and also "best licensed of the year". I was truly happy and proud of these awards, because before winning them, it was the first time in my career, where I had the opportunity to lead a presentation for the vice president of a brand as big as WB, showing the result of a teamwork that brought together different departments to achieve the best result. -Couromoda Fair 2023: the collection of bags was highly praised, as we raised the aesthetics and quality of the bags. Show less



Fernanda Matsumoto Design ltda.

• São Paulo, Brasil

• Fashion consultant | Handbags, backpacks and accessories designer | Product developer

  • Mar 2022 - Jul 2022

  Client: GoCase - Fashion consultant and product developer •Assortment plan, trend forecast, product development (backpacks, bags, carry-on suitcases, insulated lunch bags and small goods - tech packs for Chinese suppliers). Client: Pacific Importer - freelance designer • Creation of characters for school backpacks, for the brand PacMe Client: GoCase - Fashion consultant and product developer •Assortment plan, trend forecast, product development (backpacks, bags, carry-on suitcases, insulated lunch bags and small goods - tech packs for Chinese suppliers). Client: Pacific Importer - freelance designer • Creation of characters for school backpacks, for the brand PacMe



Imaginarium

• Retail
• 200 - 300 Employee

• Creative Design Coordinator (Brands: Visto & Imaginarium / Backpacks, gifts, home decor and tech)

  • Jul 2020 - Dec 2021

  Imaginarium is the biggest fun design gift store chain in Brazil. With more than 220 franchises over the whole country and 600 multi-brand stores. 2020 July - 2021 June: Creative Design Coordinator - Brand Visto Imaginarium - Bags, backpacks, accessories. Reporting directly to the Product Director 2021 June - 2021 December: Creative Design Coordinator - Brands: Imaginarium (Departments: food and beverage, personal use, home decor and tech) and Visto Imaginarium (Bags, backpacks and accessories). Reporting directly to the Product Manager and to the Product Director. - Responsible for the Product Development Department (Creative Design Team) leading 9 designers and 2 copywriters. - Responsible for the assortment, product development and negotiation with suppliers from China and Brazil. - Licensed collections: Harry Potter, Friends, Stranger Things, The Beatles, Fit Dance. - Reviewed the innovation pyramid for Visto Brand, bringing modular products, massager backpack, backpacks and pencil cases with LEDs, among other innovative items. The innovative products increased from 7% on the pyramid to 29% in 2022. - Drove handbags assortment reduction by better negotiating the best sellers, guaranteeing category enter price points with better COGs. - Renewed the Visto's logo, as well as the hangtags, trimmings and hardware. - Managed supply chain processes and lead times in line with product calendar and launch schedule. Reduced the quantity of approval samples in 50% less, resulting in better costs, and also improve the quality of the products, by improving the tech sheets. - Improved the pictures of the Visto items and the SEO on the online store, especially during the pandemic lockdown. - Orchestrated collection design and sample reviews with the Chinese suppliers remotely during the pandemic. Show less



Le Postiche

• Retail
• 100 - 200 Employee

• Fashion Design Manager - Handbags, Accessories & Travel Line

  • Aug 2019 - Apr 2020

  Founded in 1960, Le Postiche is the biggest handbag and luggage chain in Latin America, with more than 200 stores all over Brazil. - Directed and mentored a small team including a junior designer, an assistant and an intern. - Reporting directly to the purchasing director and the CEO. - Product development (ladies handbags, men bags, sports bags, kids backpacks, small leather goods and travel line). - Elevated quality and aesthetic of the handbags styles as well as the hardware. - Created seasonal mood board, directed print, color, material and developed hardware. - Teck packs in Portuguese for Brazilian suppliers and in English for Chinese suppliers. - Fashion presentation for more than 200 store managers. - Traveled to China for Canton Fair and to visit some suppliers. Show less



MUNNY

• Brazil
• Retail
• 1 - 100 Employee

• Senior Fashion Designer - Handbags, Accessories and Home Decor

  • Mar 2017 - Aug 2019

  Munny and Malagueta are brands that exalt Brazilianness through exclusive prints and many colors! Munny has 4 retail stores and Malagueta has 3 wholesale stores. - Product Development and Purchasing: accessories (handbags, suitcases, hats, jewelry, shoes) and home decor (chairs, umbrellas, photo frames, pillows, tableware). - Created a sustainable jewelry line, made of fabric scraps. - Increased the assortment and sales of accessories and home decor categories. - Responsible for 60% of the products displayed at the new retail flagship store Munny at Oscar Freire Street, the most luxurious street in Brazil (the other 40% were apparel, the “main” category of the brand). [From April 2018 to April 2019 I took a break in order to travel around the world. During this gap year I was also able to search for fashion inspiration around 40 countries.] Show less



Freelance, self-employed

• Canada
• Design Services
• 300 - 400 Employee

• Freelance Designer - Jewellery and Handbags

  • May 2016 - Mar 2017

  - Brands: Bendita Benedita (jewelry) and Fellipe Krein (handbags) - Trend forecasting, mood board, color palettes. Trend analysis of jewelry, handbags, belts, hats, gloves and scarves. - Jewelry and handbags collection development with tech packs for Chinese suppliers. - Brands: Bendita Benedita (jewelry) and Fellipe Krein (handbags) - Trend forecasting, mood board, color palettes. Trend analysis of jewelry, handbags, belts, hats, gloves and scarves. - Jewelry and handbags collection development with tech packs for Chinese suppliers.



C&A Brasil

• Brazil
• Retail Apparel and Fashion
• 700 & Above Employee

• Senior Fashion Designer - Handbag & Accessories

  • Jul 2014 - Apr 2016

  C&A is one of the biggest retail brands in the world, founded in the Netherlands. Since 1976, C&A Brazil has played a leading role in the Brazilian retail market, operating more than 300 stores in more than 125 cities across the country. - Designed and presented all elements of seasonal and core handbag collections; concept, shape, construction, color, material and hardware, based on fashion trends and also in best sellers in order to ensure the KPIs of the Company. Trend analysis, mood board, collection flow, intakes, key and hot items. - Managed development calendar to ensure timely delivery of samples, pre-production, and approvals. - Managed the product development status by factory correspondence, monitoring sample development, material compliance, pricing negotiations, quality control, approving final production samples. - Teck packs in Portuguese for Brazilian suppliers and in English for Indian and Chinese suppliers. - Elevated quality and aesthetic while maintaining the costs, increasing the value for money. - Increased $ sales by 7%, margin in 3,2pp and TOS vs. last year (2015) of handbags category. - Drove handbags assortment reduction by creating a continuous product line based on best seller items performance with bigger volume negotiation and margin gain (25%+ improvement on costs) guaranteeing category enter point prices. - Collaborated with high profile designers to build luxury accessories collections for brands such as Matthew Williamson and Replay. And also with Brazilian famous brands such as Alexandre Herchcovitch, Adriana Barra, NK Store, Andrea Marques, Maria Filó, Sarah Chofakian, Mixed, Ateen, Joulik, Dress To, Iódice. and Cia. Marítima. - Traveled twice a year to Asia partnering with factories on sample development, production status, material sourcing and pricing negotiations/ - International forecasting trips and product sourcing in Europe. Show less



Le Postiche

• Retail
• 100 - 200 Employee

• Fashion Design Coordinator - Handbags, Accessories & Travel Line

  • Nov 2010 - Jul 2014

  Le Postiche is the biggest handbag and luggage chain in Latin America, with more than 200 stores all over Brazil. - Directed and mentored a small team including a junior designer, an assistant and an intern. - Reporting directly to the purchasing director and the CEO. - Product development (ladies handbags, men bags, sports bags, kids backpacks, small leather goods and travel line). - Elevated quality and aesthetic of the handbags styles as well as the hardware. - Created seasonal mood board, directed print, color, material and developed hardware. - Teck packs in Portuguese for Brazilian suppliers and in English for Chinese suppliers. - Fashion presentation for 200 store managers. - Created licensed products for some Brazilian celebrities such as Giovanna Antonelli, Didi Wagner, Ivete Sangalo e Angélica. - Created a camera bag together with a famous Brazilian blogger called Carla Lemos from Modices Blog, which went out of stock in only 7 minutes on the e-commerce. - Traveled to Europe and America twice an year for trend research. - Traveled to China twice an year for Canton Fair and to visit some suppliers. Show less



Fé By Fê Matsumoto

• São Paulo, Brazil

• Handbag designer (owner)

  • Mar 2008 - Apr 2011

  Fé By Fê Matsumoto was the brand I proudly founded. For over 3 years I sold modular bags, the best seller was a losangle bag that could be used in 6 different ways. The highlight was being interviewed by the most important newspaper in Brazil, "Estadão"(O Estado de São Paulo), with an entire page whose subject was about my story and the brand. - Designed and developed all the styles from the first sketches to the final sample pattern. - Managed the production in factories in Brazil. - Accounting and tax administration. - Retail fair: Mercadinho Chic. / Wholesale fairs: Mostra Acessórios e Craft Design. Show less



New Level Design

• Curitiba Area, Brazil

• Footwear design assistant

  • Mar 2007 - Jul 2007

  Tobin Dorn Design Studio is a Southern California based design studio that was originally founded in Brazil (2003) by international designers Tobin Dorn and Isabela Nobell. The studio is most recognized for its contributions in the footwear and sportswear industries due to a deep understanding of product innovation, consumer and athletic insights, design process & creative storytelling that deliver results. I had the opportunity to work with Tobin when the office was based in Curitiba, Brazil. - Assistant of the American designer Tobin Dorn. - Created technical sketches and graphics of designs in Illustrator for tech packs. - Printing design for t-shirts and illustrations for websites. - Brands: Mizuno, Rainha, Topper, Umbro, Kappa, Locomotiva (Alpargatas), Éden, Guga Kuerten, Puma and others. Show less



Park Rose Group

• Chile
• Wholesale Import and Export
• 1 - 100 Employee

• Product Development

  • Oct 2006 - Dec 2006

  Parkrose is a Chilean trading company, with offices in Chile, Brazil, Argentina, Colombia, Peru, Spain, China and Bangladesh. - Private label programs and licensed products development (accessories, garments, footwear and small goods). - Teck Packs in English for Chinese and Bangladesh suppliers. - Brands: Oakley, Quicksilver, Long Island, Plasma, LuiLui, Lojas Marisa, Lojas Renner, Lita Mortari, Hering, PUC, Guga Kuerten and others. Parkrose is a Chilean trading company, with offices in Chile, Brazil, Argentina, Colombia, Peru, Spain, China and Bangladesh. - Private label programs and licensed products development (accessories, garments, footwear and small goods). - Teck Packs in English for Chinese and Bangladesh suppliers. - Brands: Oakley, Quicksilver, Long Island, Plasma, LuiLui, Lojas Marisa, Lojas Renner, Lita Mortari, Hering, PUC, Guga Kuerten and others.



M.Officer

• Retail
• 200 - 300 Employee

• Intern

  • Apr 2006 - Jun 2006

  M.Officer is a jeanswear brand founded by the designer Carlos Miele, who was on the São Paulo Fashion Week (SPFW) lineup, the most important Brazilian fashion show. - Assistant of the knitwear and ladies shirts designer. - Product registration at Unix and Linx system. - Tech packs with sketches and graphics made with Corel Draw of designs according to company’s standards and specifications to send to factory. - Gather and assemble trend research and inspiration materials to create mood boards for the season. Show less



Lorenzo Merlino

• São Paulo Area, Brazil

• Intern

  • Aug 2003 - Jul 2005

  Lorenzo Merlino is a fashion designer that was on the São Paulo Fashion Week (SPFW) lineup the most important fashion show in Latin America. His international career maintained on track during 2003 to 2005 when his creations were present at a New York City showroom called Opening Ceremony. In 2004, the American magazine Index published an article electing the five most prominent young fashion designers of the world and his name was selected. Inside the Brazilian market, Merlino has licensed a series of products in partnership with some brand names in the local market, such as C&A Brazil. He also signed during two years a line of bags for Le Postiche, the biggest bag and luggage chain in Brazil, where in the future I would work for more than 4 years. - On my first internship I was able to learn a lot about garments, patterns, accessories, styling, marketing, fashion show, casting and shootings. As the team was small, I had the opportunity to understand about the business almos 360º. - SPFW: Winter 2004; Summer 2005; Winter 2005; Summer 2005; Winter 2006; Summer 2006. Show less