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.
The engine nobody talks about: why the commercial side of fashion deserves more than a back seat
The commercial side of fashion (merchandising, planning, inventory strategy) is still treated in many businesses as a back-office function. The engine that keeps everything running, but not the thing anyone wants to talk about. After 15 years and six brands, I think that's a mistake. This post makes the case for why creative vision and commercial discipline aren't in competition, why the balance between them is harder to get right than most brands admit, and what it actually costs when the commercial side doesn't get the investment it deserves.