annie haylett

  • Head of fashion Design
  • Hertford, UK
  • 15/04/2019
Full time Design

Work Experience

Head of Design, Kids
Aug 2014 - Mar 2019 Tesco F&F

F&F kids supermarket share sits at a strong number 2 in volume and value, placed 5 overall on the high
street. kids sales are currently 350m including Central Europe. Design initiatives such as "Raising the Bar" & design simplification contribute to the overall sales growth. My role to steer strong and consistent
taste benchmarking of product and quality, On Boys, Girls, School (11m) & Swimwear, ensuring a balance of good/better/best is achieved in the ranges. Working closely with suppliers, Global Sourcing,
CE colleagues & HUB Product Developers's implementing the business Vision.

Leading & Developing a high performing team of 15 Garment & Graphic Designers, giving them
opportunities to best in class through personnel development plan's and setting clear progression
Strategies devised & Implemented in collaboration with HO Buying/Technical/Merchandising
Signing off x6 kids departments averaging 2500 options per season, store grades and promotions.
Design Direction, delivering trend in an inspiring and commercial manner to piers, marketing & key
Management of Critical Path ensuring design deadlines are met
Supporting achievement of good/ better/ best price architecture ensuring design is best in market through taste benchmarking and quality.
Established simpler ways of working, upfront planning of key shapes for the season Implementing
'Raising the Bar" through simpler colour flow & new initiative product blocking
Utilising market intel & intuition to identify & develop seasonal trends and key shapes.
Forecasting and managing both sample and travel budgets
Support HUB Product Developers, insuring 1st time right samples
Through weekly trade & customer insight, continually reviewing customer requirements ensuring the team are reacting and shaping ranges to the evolving customer needs. which would include
identifying much wanted 'Open To Buy' packages
Work across functions to Influence and communicate with Buying, Technical, Merchandising,
Marketing and overseas sourcing
Contribute to the delivery of the F&F marketing vision including media advertising, press shows, TV,
Look Books etc.
Attend seasonal trade shows, PV Pitti Bimbo Ciff, Shanghai fabric fair, Factory and inspirational trips.

Freelance Creative Consultant
Apr 2014 - Aug 2014 Raging Bull

Lifestyle Brand created by England's former Rugby captain Phil Vickery

Supported and provided creative guidance within a small team, focused on taking the Brand forward
adding fashionability and style to Mens Women Kids ranges, predominantly Jersey based.
Defining brand positioning
Supplying to HOF concessions & independent retailers

Design Manager
Mar 1994 - Apr 2014 The Fielding Group

Working 20+yrs on the supply side enabled me to work with many different retailers, working on both Commodity lines for supermarkets, or fast fashion such as TOWIE, KARDASHIANS or collaborating
with LIPSY, top end HRR Henley Royal Regatta, hands on designer, Spending substantial time in facto- ries overseeing samples, Good knowledge of production processes implementing concise TECH packs from the start.

Inspire, support team of designers and freelancers
Managing critical paths, work within a tight budget
Worked with closely with account managers & technicians
Ability to communicate at all levels, internally and to external clients.
Ability to recognise emerging opportunities, and act on them fast
Liaise and present directional trends to Retail buyers
Factory visits with clients to offshore factories in Bangladesh, India, Turkey, Far East.
Placing samples, chasing right first time samples
Travel to various UK and overseas trade shows, ie PV Texworld, Pitti Uomo/Bimbo
Arcadia BHS, M&S, Mothercare, JDW, Dunnes, Primark, Dorothy Perkins, Burtons, TU,

( TFG ) Senior Womens/Menswear Designer jersey & woven product
Recognised an opportunity in the market for plus size womens fashion & created x2 brands Spirit & Sands @ JDW and Silk Shore @ Evans.
Concept ranges for both Pixie Lott and Sam Faiers TOWIE, Gok Wan @TU, HRR & Musto life- style ranges
BHS jersey Menswear in 7 months grew from zero to 3M business
Working on all product types range building across both jersey and wovens
Create trend/mood boards, fabric source, range build, Illustrate Designs
own graphics
Detailed tech packs, knowledge of fabric types and construction

( TFG ) formally Unidoor - Childrenswear Designer
Designing commercial inspiring ranges for high street kidswear multiples
working closely with Character Licensors
producing own graphics

Ladies wear Designer supplying Fast fashion too Next, Debenhams, GUS, Freemans
Jan 1991 - Jan 1994 High Advantage
General design room assistant
Jan 1988 - Jan 1990

soon promoted with own accounts


Interior Design
Harlow Essex Technical College BTEC Foundation in Art & Design

Total Years of Experience


Current Salary


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