Blog
Merchandising is one of those disciplines that's easy to underestimate and expensive to get wrong. These posts are my attempt to make it more accessible - for founders building their first range, creative directors who want to understand the commercial side better, and anyone curious about how fashion actually works behind the scenes.
Who really decides what fashion looks like? The case for collection merchandising
Fashion editors are influential, but they work with what's already been made. The collection was built before they saw it. The person who decided which silhouettes to develop, which categories to invest in, and which styles to produce in volume is the collection merchandiser. This post makes the case for why collection merchandising is one of the most powerful - and least talked about - forces shaping what fashion actually looks like.