White Sierra has enhanced its "Product Creation Team" to help elevate product design in conjunction with its new “Find Your Outdoors” brand initiative, which seeks seeks to attract new - and re-energize existing - customers to the 35-year-old outdoor apparel brand by adding more style, function, color, innovation, and technical features.
The change in direction is based on an investment in talent, driving innovation as well as creating a new brand identity. The hub of this team, and source of design direction, is Haiqin “Jenny Chen.” With more than 10 years of experience as a Nike designer in a number of active and athletic categories, Chen provides background in active outdoor product design for a variety of end uses. As an outdoor-minded mother of three young children, Jenny is also a target customer who understands and relates to the White Sierra consumer.
White Sierra is also investing hiring veteran talent in its Shanghai-based development office and veteran design and merchandising talent to drive development with new innovative fabrics. The Shanghai staff includes employees who have worked with Nike, Columbia, Eddie Bauer, Hanna Andersson, Royal Robins, Cloudveil, Spyder, and others.
“We are thrilled to welcome the new members of our Product Creation Team,” says Chris Elkins, White Sierra National Sales Director. “We’re excited to see our Find YOUR Outdoors brand platform come to life through innovative and interesting product. The talent that is understanding and signing on to be part of executing that vision is a huge validation, and we’re excited to take this great new step for White Sierra.”
This team’s initial efforts were unveiled at White Sierra’s recent fall 2016 sales meeting.
