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.
Most fashion brands report on their season. The best ones trade it.
Most fashion brands invest enormous energy in planning and buying. And then the season starts, and they stop actively managing what they've built. They report on it, review it, and express concern about it. But they don't trade it. This post covers the three things that separate brands that trade from brands that just report: the weekly discipline, the KPIs that actually matter, and the mindset that makes in-season decisions fast enough to matter.