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.