‘A to Z of Merchandising with Petra Kovacs’ with Sarabande, the Lee Alexander McQueen Foundation

I'm thrilled to share the incredible experience I had speaking at the Sarabande Foundation – the charitable trust established by Lee Alexander McQueen – where I led a practical talk on The A to Z of Merchandising. The event was part of Sarabande’s dedication to nurturing emerging talent in fashion and the arts, and I was honoured to contribute to that mission.

The session was designed to demystify the role of merchandising for creatives, especially those in the early stages of their fashion journey. We explored how a solid merchandising strategy is not just about numbers and margins but about translating creative vision into a commercially viable range plan. From understanding product hierarchies and pricing architecture to aligning assortment planning with brand DNA, we covered it all in an open and practical format.

What’s been truly heartening is the response since the event. I’ve been inundated with messages from young designers who attended (and even those who caught up online), sharing how impactful the session was for them. Many told me it was the first time they truly understood how merchandising could support – not stifle – their creativity. That was exactly the goal.

There’s a real hunger for knowledge among this next generation of designers. They’re passionate, brave, and full of ideas – and they’re seeking tools to turn those ideas into sustainable businesses. That’s where merchandising, often overlooked in the creative process, becomes a game-changer.

I’m so grateful to Sarabande for creating a space where conversations like these can happen. And to every designer who’s reached out: thank you. Your energy and curiosity are what make events like this so meaningful. I’m always here to support you as you bring your creative vision to life – and yes, make it profitable too.

Here’s to building bold, beautiful, and well-merchandised futures.