HOW WE WORK
The Deep-Dive
At the core of our process is what we refer to as "Opportunity Mapping", a collaborative discovery session designed to uncover your brand’s unique challenges and objectives. Through this deep-dive session, we assess your current needs, identify opportunities for growth, and develop a strategic roadmap tailored to your goals. Whether you’re looking to streamline product development, enhance merchandising strategies, or scale efficiently, our team of seasoned executives ensures you have the right expertise without the burden of hiring, onboarding, and training an in-house team.
By choosing Moda Guild, you gain immediate access to industry leaders who bring decades of experience in design, production, and brand strategy. We help you save time, reduce costs, and execute with precision, so you can focus on what truly matters—growing your business. Contact us today to discover how our Opportunity Mapping process can unlock new efficiencies and accelerate your brand’s success.
Lululemon
Vancouver, Canada
Product Creative Design - Extending Brand
Kathleen Vitali was hired by senior leadership at Lululemon to spearhead a new division called Hyperlocal, focused on a speed-to-market model designed to test, learn, and introduce fresh products to stores. She conducted market research within the athleisure space to position Lululemon competitively against brands like Alo, Vuori, Nike, and Athleta. Kathleen created monthly product drops with a six-week turnaround, bringing newness to key flagship stores. Using seasonal color palettes, she identified trend-forward hues to unify each capsule collection seamlessly with existing in-store products. The styles she designed were tailored to the Los Angeles market but gained traction globally, being adopted in the APAC market as well. Kathleen presented each capsule directly to senior leadership, showcasing her strategic and creative vision.
Rails Clothing
Los Angeles, CA
New Denim Category
Rails aimed to establish a new denim category, and founding member Jennifer DeClark led the initiative from start to finish—conducting market analysis, developing the concept, and driving the launch. She managed and coordinated production with overseas factories, ensuring quality and efficiency throughout the supply chain. Over the years, she has continued to oversee and expand the category, maintaining its success and market presence.
Digital Brands Group
Los Angeles, CA
Kathleen Vitali was brought on by Jen DeClark as the Creative Director at Sundry, where she redefined the brand’s identity and brought a fresh, modern perspective. She directed collections, led photo shoots, and shaped the overall aesthetic to create a cohesive brand narrative. Kathleen also built a talented design team including a graphic designer, and identified key signature trademarks to solidify Sundry’s unique market position.
She conducted market research, selected seasonal mood and color palettes, and streamlined fabrics for consistency and quality. Kathleen worked closely with pattern makers, sewers, and attended fittings to ensure refined fits and finishings that aligned with the brand’s vision. Partnering with the VP of Sales and Merchandising, she kept creative initiatives on brand, managed the team’s calendar, and addressed special programs for clients like Anthropologie and Evereve.
After a few seasons, she was asked to bring the same level of creative direction to Stateside, where she redefined the brand’s identity, directed collections, designed key pieces, refined the core collection, and ensured strong brand alignment.
Merchandising Strategy
Jennifer DeClark was brought in by the CEO of Digital Brands Group to revamp design and product assortments for Sundry and Stateside, focusing on the Summer and Fall 2024 collections. She led the restructuring of the creative and operational processes, ensuring efficiency, profitability, and timely execution. Jennifer recruited and onboarded key talent, including fellow Moda Guild founder, Kathleen Vitali as Creative Director, and re-established the brands' creative direction and merchandising strategies. She optimized workflows, streamlined development timelines, and collaborated with sales leadership to align product offerings with market demands, ultimately driving renewed brand interest and sales growth.
Creative Direction & Design
Barefoot Dreams
Malibu, CA
Merchandising & Production Oversight
Barefoot Dreams contracted with founding member Jennifer DeClark, to cover a staff shortfall when a key team member was on a scheduled leave of absence. In addition to covering the staff shortfall, Barefoot Dreams saw an opportunity to leverage Jennifer's expertise by optimizing merchandising across home, apparel, baby products, QVC, and licensing. In this short-term role, she enhanced efficiencies, developed strategic assortments, and aligned product offerings for both wholesale and DTC channels. She also led the QVC business, refining pricing strategies and assortment curation, while implementing streamlined development calendars to improve workflow and execution.
Rails Clothing
Los Angeles, CA
New Denim Category
Rails aimed to establish a new denim category, and founding member Jennifer DeClark led the initiative from start to finish—conducting market analysis, developing the concept, and driving the launch. She managed and coordinated production with overseas factories, ensuring quality and efficiency throughout the supply chain. Over the years, she has continued to oversee and expand the category, maintaining its success and market presence.
7 For All Mankind
Los Angeles, CA
Merchandising Strategy & Product Development
As Vice President of Merchandising and Product Development at 7 For All Mankind, Jennifer DeClark led the brand through a pivotal transition, leveraging her expertise to drive product strategy and operational efficiency. Partnering with Creative Director Simon Spurr, she elevated collection cohesion, restructured merchandising teams, and streamlined processes to align with global strategies. She played a key role in seasonal planning, growth initiatives, and the successful 2020 re-launch of a core collection. Additionally, Jennifer contributed to long-term brand strategy, collaborated with senior leadership, and mentored teams to strengthen brand differentiation and consumer engagement.
Recent Projects*
*Moda Guild Agency has/was not contracted with the companies identified below, however the Founding Members of Moda Guild Agency, LLC worked as either a direct employee or an individual consultant of the identified company. The work summary provided is representative of the Member's work completed while engaged with the company in their respective capacity.
Lululemon
Vancouver, Canada
Product Creative Design - Extending Brand
Kathleen Vitali was hired by senior leadership at Lululemon to spearhead a new division called Hyperlocal, focused on a speed-to-market model designed to test, learn, and introduce fresh products to stores. She conducted market research within the athleisure space to position Lululemon competitively against brands like Alo, Vuori, Nike, and Athleta. Kathleen created monthly product drops with a six-week turnaround, bringing newness to key flagship stores. Using seasonal color palettes, she identified trend-forward hues to unify each capsule collection seamlessly with existing in-store products. The styles she designed were tailored to the Los Angeles market but gained traction globally, being adopted in the APAC market as well. Kathleen presented each capsule directly to senior leadership, showcasing her strategic and creative vision.
Digital Brands Group
Los Angeles, CA
Merchandising Strategy
Jennifer DeClark was brought in by the CEO of Digital Brands Group to revamp design and product assortments for Sundry and Stateside, focusing on the Summer and Fall 2024 collections. She led the restructuring of the creative and operational processes, ensuring efficiency, profitability, and timely execution. Jennifer recruited and onboarded key talent, including fellow Moda Guild founder, Kathleen Vitali as Creative Director, and re-established the brands' creative direction and merchandising strategies. She optimized workflows, streamlined development timelines, and collaborated with sales leadership to align product offerings with market demands, ultimately driving renewed brand interest and sales growth.
Creative Direction & Design
Kathleen Vitali was brought on by Jen DeClark as the Creative Director at Sundry, where she redefined the brand’s identity and brought a fresh, modern perspective. She directed collections, led photo shoots, and shaped the overall aesthetic to create a cohesive brand narrative. Kathleen also built a talented design team including a graphic designer, and identified key signature trademarks to solidify Sundry’s unique market position.
She conducted market research, selected seasonal mood and color palettes, and streamlined fabrics for consistency and quality. Kathleen worked closely with pattern makers, sewers, and attended fittings to ensure refined fits and finishings that aligned with the brand’s vision. Partnering with the VP of Sales and Merchandising, she kept creative initiatives on brand, managed the team’s calendar, and addressed special programs for clients like Anthropologie and Evereve.
After a few seasons, she was asked to bring the same level of creative direction to Stateside, where she redefined the brand’s identity, directed collections, designed key pieces, refined the core collection, and ensured strong brand alignment.
7 For All Mankind
Los Angeles, CA
Merchandising Strategy & Prouct Development
As Vice President of Merchandising and Product Development at 7 For All Mankind, Jennifer led the brand through a pivotal transition, leveraging her expertise to drive product strategy and operational efficiency. Partnering with Creative Director Simon Spurr, she elevated collection cohesion, restructured merchandising teams, and streamlined processes to align with global strategies. She played a key role in seasonal planning, growth initiatives, and the successful 2020 re-launch of a core collection. Additionally, Jennifer contributed to long-term brand strategy, collaborated with senior leadership, and mentored teams to strengthen brand differentiation and consumer engagement.
Barefoot Dreams
Malibu, CA
Merchandising & Production Oversight
Barefoot Dreams contracted with founding member Jennifer DeClark, to cover a staff shortfall when a key team member was on a scheduled leave of absence. In addition to covering the staff shortfall, Barefoot Dreams saw an opportunity to leverage Jennifer's expertise by optimizing merchandising across home, apparel, baby products, QVC, and licensing. In this short-term role, she enhanced efficiencies, developed strategic assortments, and aligned product offerings for both wholesale and DTC channels. She also led the QVC business, refining pricing strategies and assortment curation, while implementing streamlined development calendars to improve workflow and execution.
