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.
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.
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.
The merchandising team: roles, responsibilities, and how it all fits together
A merchandising team ensures that the right products are available at the right time, in the right quantities, and at the right prices. This post explores the different skills and levels within the Merchandising Team.
Buying, merchandising, and planning: what's the difference?
Although Buying, Merchandising and Planning are strongly interrelated and often overlap, each plays a distinct role in the retail process. This post explores the differences between buying, merchandising, and planning, highlighting their unique responsibilities, skills required, and contributions to the retail business.
Merchandise Planning explained
Merchandise planning is a crucial element in the retail industry, involving the strategic process of selecting, buying, presenting, and managing products to maximise sales and profitability while meeting consumer demand. This comprehensive guide explores the various facets of merchandise planning, its importance, and the key strategies involved in executing an effective merchandise plan.