PROFILE
EXPERIENCE
Petra is a fashion industry vet, with a wealth of experience. She studied fashion design at the University of Applied Sciences for Design in Bielefeld, Germany and has a Bachelor Degree in Fashion Design.
She has held positions and consulted at Nike, Oakley, ALO Yoga, Bella Luxx, Calvin Klein Performance, The Gap, Abercrombie & Fitch, Fila Sport, Hanes Brands (Champion + C9), and Haddad Brands (Nike, Nike SB, Jordan, Converse + Levis).
She has re-positioned brands, launched new collection for existing brands, reinvented product categories and created new brands.
She creates brand concepts for celebrities + athletes and designs collections including merchandising plan, color story, style design, fabrication, branding, trim and fit.
She just recently created a brand concept and designed 2 collections for a private label women's performance brand for a prominent department store chain.
She creates clear product stories from creative concept to story telling, style design and product execution.
Based in NYC, Petra is engaged in consulting for major brands and start- ups. She also creates new brand concepts to launch.
BUSINESS NUMBERS
Petra has a proven business track record.
In her tenure as Design Lead at Calvin Klein Performance (Women's), her logo collection was placed by Macy's in the "Sub Zero" department for the trendiest brands, for the first time.
In her time as Global Creative Director at Oakley for Apparel, Footwear + Accessories, the business increased from $239M in 2010 to $515M forecast in 2015.
Under her tenure as Creative Director at ALO, sales increased from $4.4M in 2009 to $10.4M in 2010.
As Sr. Designer at Nike, her designs increased the US Outerwear business from $20.2M in 2005 to $33.9M in 2007 (whole sale volume). And her Global Core Outerwear line which was launched in 2007 received $63.4M in bookings.
As Design Director for Men’s Outerwear at the Gap, her designs increased the retail volume from $43M in 1997 to $120M in 2000. And her Men’s Active designs increased the sales from $97M in 1996 to $150M in 1998. Petra's designs were constantly amoung the top 10 best sellers in all categories, nationally and internationally.