In the Heart of Retail Transformation
In California’s fashion and retail hub, a quiet revolution is reshaping how private labels are built, scaled, and sustained. At the center of it is Yevgeniya A. Yushkova—known simply as YAY—the founder of Yushkova Design Inc. (dba YAY Designs). Her boutique consultancy helps mid- to large-scale retail businesses unlock the full potential of private labels with a rare blend of creative vision and operational discipline.
YAY’s mission is clear: to help retailers grow profitably, strategically, and sustainably while building lifestyle brands that resonate with end consumers. And it all begins with rethinking what private label development can achieve.
The Private Label Opportunity Most Retailers Miss
Private labels have often been treated as margin plays—low-cost alternatives to national brands. But YAY sees them as untapped engines for loyalty and long-term profitability.
“Most private labels fail—not because the product is bad, but because the strategy is weak,” she explains. “No clear positioning. No alignment across teams. No plan for scale. That’s not just a missed opportunity. That’s a profit leak.”
Her perspective comes from a proven track record. Over her career, YAY has successfully built many multimillion-dollar private label brands for large retailers, many of them on lean budgets. That level of repeatable success sets her apart in an industry where failed private labels are more common than thriving ones.
From Creative Chaos to Commercial Clarity
Inside retail organizations, one of the biggest challenges YAY encounters is siloed teams. Design may produce brilliant collections, but when merchandising, operations, and marketing aren’t aligned, the result is predictable: overstock, missed sales, and shrinking margins.
“You can’t scale chaos,” YAY emphasizes. “You have to design for clarity—so creativity doesn’t come at the cost of profitability.”
Her firm embeds with client teams to uncover bottlenecks, align departments, and rebuild merchandising strategies that drive results. The outcomes are measurable: lead times cut by up to 75% and profit margins increased by as much as 30%. These wins don’t come from magic—they come from structure, collaboration, and clarity.
The YAY Designs Method: Lean, Data-Driven, and Proven
Armed with a Lean Six Sigma Black Belt, YAY brings process excellence into the fashion and retail world, a sector often resistant to operational rigor. Her phased methodology includes:
- End-to-End Diagnostics – comprehensive audits that identify inefficiencies in merchandising, supply chain, and product lines.
- Cross-Functional Alignment – breaking down silos so design, merchandising, and marketing share goals.
- Process Redesign – streamlining product lifecycles to reduce costs and cut waste.
- Scalable Infrastructure – ensuring private labels can evolve into lifestyle brands.
What makes this system unique is that it isn’t just theory. It’s been proven through many multimillion-dollar brands launched successfully. Each one validates that the model works, even when budgets are tight and markets are challenging.
Case in Point: Turning Around a Struggling Private Label
A recent example illustrates the method in action. A fast-growing retailer had launched multiple private labels, but profitability lagged. Inventory piled up, margins shrank, and internal teams were stuck in blame cycles.
Yushkova’s team began with a diagnostic audit, tracing breakdowns in forecasting and alignment. Within months, they implemented a new operational framework that shortened lead times by 40% and boosted margins by 25%—without hiring additional staff or installing costly systems.
For the retailer, it was a turning point: proof that private labels could scale profitably with the right systems in place.
Why Now Is the Time to Rethink Private Labels
The retail landscape is shifting rapidly. Consumer loyalty is harder to earn, e-commerce continues to expand, and global supply chains remain under pressure. For YAY, these challenges are opportunities for reinvention.
“Private Label isn’t about mimicking national brands anymore,” she says. “It’s about being different, building trust, and maximizing profitability in a market where every dollar matters.”
Retailers that embrace this model aren’t just improving margins, they are building resilience—brands that customers return to and retailers can rely on.
The Future of YAY Designs
YAY Designs continues to grow, with clients across the U.S. and international markets. With a team holding over 79 years of combined industry experience, the consultancy focuses on high-touch, high-impact engagements.
Her long-term vision is ambitious yet practical: become the go-to consultancy for retailers transforming private labels into sustainable lifestyle brands. “We don’t just build product lines,” she explains. “We build profitable ecosystems that last.”
For fashion and retail leaders navigating an uncertain future, YAY offers more than expertise—she offers a proven roadmap. With many multimillion-dollar brand successes already achieved, her consultancy has the kind of evidence retailers can trust.
👉 Learn more at www.yushkovadesign.com
