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.
How to build a merchandising function from scratch
Most fashion brands build their merchandising function too late. By the time the problem is obvious: excess stock, broken size ratios, a buy that doesn't reflect what's actually selling, the damage is already done. This is the practical guide to building a merchandising function from scratch: the four stages, who to hire first and why, what tools you actually need, and the most common mistakes that set brands back by a season or more.
This is why creative vision needs a commercial backbone
Merchandising has a reputation for saying no to the beautiful thing. That reputation is wrong - or at least, it describes bad merchandising, not the real thing. Working alongside Creative Director Sandra Sandor at Nanushka taught me what it looks like when creative and commercial genuinely work together: two parallel processes, starting from different places, converging into one collection. This post is about what that looks like in practice - and why a good merchandiser is a translator, not a gatekeeper.
How to build a fashion collection - from concept to assortment plan
Building a fashion collection involves a thoughtful process that balances creativity with strategy to create a cohesive, marketable, and on-trend line that resonates with the target audience. Here's a step-by-step guide for building a successful fashion collection.