Andrea Racey is the founder and designer behind celebrity favorite silk loungewear brand Helena Quinn, and the co-founder of the womenswear brand Duster.
Since its direct-to-consumer launch in 2016, Helena Quinn has shown exponential growth, creating chic, sustainable, and well-priced pieces, and filling a much- needed white space in the market. Celebrity fans include Oprah Winfrey, Miranda Kerr, Kendall Jenner, Chrissy Teigen, and Priyanka Chopra. In 2019 Vogue called Helena Quinn, “One of the Best Personalized Gifts to Buy,” and Harper’s Bazaar praised the brand as taking “2018 by storm” and being “One of The Best Pajamas of The Year.”
From 2016-2019, all growth and sales for the brand were organic, seeing Andrea produce a 200% organic growth rate YOY solely through organic celebrity endorsements, word-of- mouth, and strategic brand partnerships with cross-market brands like Tatcha Skincare, Sakara Life, and Birchbox. With a small amount of angel funding in 2019, Andrea was able to produce a 300% sales increase YOY, with a $250 AOV, 75% GM, and 2.5% ROAS on paid marketing. The company has a 12.1% repurchase rate and over 60M organic impressions to date.
Experience & Qualifications
-
Well adept at creating a coherent tone, palette, voice for new brands and campaigns within existing brands.
Successfully created the aesthetic narrative and visual identity of two ready-to-wear brands.
Knowledgeable on and can easily identify cross promotional markets, brands, and opportunities.
Successfully secured and launched multiple brand partnerships - including Goop x Duster, Kora Organics/Miranda Kerr x Helena Quinn, Prinka Chopra/Anhueser Bush x Helena Quinn, Birchbox x Helena Quinn, Furtuna Skin x Helena Quinn, Sakara Life + Helena Quinn, Mara x Helena Quinn, Shani Darden + Helena Quinn, American Airlines x Helena Quinn.
Directing email campaigns that align with and best showcase the seasonal product launches.
-
BFA in Fashion Design.
Involved in every step and detail of the design process, taking a product from concept to final production.
Ability to manage multiple projects, proficiency in garment construction, fit evaluation, and technical specifications.
Strong hand sketching skills in addition to sketching technical drawings.
In-depth research analysis, identify marketplace trends, and perform competitive analysis.
Design seasonal collections, considering merchandising plans, sales needs, pricing targets and emerging trends.
Overseeing and directing first fittings with pattern and sample makers, ensuring the most time and cost effective instruction for each garment while still maintaining its integrity.
Overseeing fit adjustments, from first sample to final fit sample for production. Fit expert and perfectionist.
Fabric sourcing and costing.
Skilled at developing color pallets that align with both current market trends, brand identity, and sales objectives.
Print designer, colorway specialist. Adept at creating lab dips for all fabric types to create one of a kind colors and prints for each individual brand.
Designing specifically for brand collaborations - merging the ethos and aesthetic of two brands to create the most successful product for large scale partnerships.
-
Overseeing, directing and working with high-volume garment production both domestically and internationally
Coordinating tech-packs for overseas production with the technical designers.
Analyzing data from previous seasons in order to create increased growth and sales in upcoming production
Working directly with production managers to create cut tickets as well as fabric orders. Calculating fabric breakdowns by yield for each sku to ensure correct fabric order placements.
Projecting out to ensure fabric and sewing costs stay within the budget of the season.
-
General Mood
Lighting & Tone
Energy
Muse
Lifestyle + Ecommerce
Hair + Makeup Direction
Styling Direction
-
Proficient in Shopify, Quickbooks, Excel, Adobe, and 3PL Shipping.
High-level supply chain experience in every operational category including D&D, Production, Marketing, Shipping, IT, Order Management, Accounting & Cost Efficiency, & Customer Service to ensure a smooth and successful customer experience.
Successfully implements tools and practices across the company to drive operational efficiency, establish processes, consistently analyzing and evaluating to ensure maximum efficieny.
Manage day to day operations as it relates to order management, customer experience, and inventory management.
Able to break down complex issues into clear and concise analysis/output, providing clarity for the business team to take action.
Loves digging into the details, highly analytical, and organized in your approach to problem solving.
Well adept at examining the business from a high-level perspective through the lens of people, process, and solutions that will allow it to thrive and grow.