A true director of a collection, the fashion and luxury merchandiser has a keen eye for fashion creation. He's the one who tells the story behind a luxury garment or accessory. Thanks to him, the customer is immersed in a real, unique and innovative experience.
How do I become a merchandiser in the fashion and luxury industry?
Overflowing imagination, a well-developed creative universe and anticipation of customer needs are the order of the day.
To become merchandiser in the fashion and luxury industryYou need to be extremely creative and passionate about fashion. If you've always dreamed of the dreamlike, creative world of a brand, then you're on the right track.
The merchandising profession certainly allows you to express your creativity to the full, but there are certain codes to respect. The brand you'll be working for is positioned in a specific market. You must therefore be able to tell a story in line with the brand's identity.
So you need to have an impeccable knowledge of the brand's history, but also of the world of other brands. The goal is to create a unique universe, create a true brand identity.
Like a real magician, you need to be able to perfectly capture the spirit of the brand's customers or future customers. Gifted with genuine empathy and a keen ear, you know what appeals to customers, what makes them tick and what attracts them.
But being creative doesn't mean you're a dreamer. In fact, you'll be asked to demonstrate a high level of creativity.The ability to analyse, to react quickly and to negotiate well. The story you choose to tell must first convince the sales and marketing teams, then the customers to encourage them to buy.
Merchandising in the world of fashion and luxury: the fashion magician
First and foremost, when you've just been recruited by a luxury brand, it's imperative that you find out about the brand and its products.his story, his world, the image he has among your friends and family and the public. And also the story of its creator, and the different evolutions it has undergone.
You then need to be able to translate what you've understood about the brand into a real product. sensory and visual experience. You then work in tandem with the art director, who will create the visuals you have imagined.
The merchandising profession in the world of fashion and luxury is constantly evolving. It changes with new trends and different ways of communicating. Today, it's more important than ever in a brand's marketing department..
There are many marketing techniques, and you'll need to be able to break away from the more traditional ones and invent new ones. So to speak, the merchandiser is a sensory marketing initiator.
The main aim is to make the products in a collection attractive. Thanks to the world you've imagined, and the unique tone you've chosen, customers will be drawn to the brand's products.
You have to get it into your head that you're the one who has to make consumers want to buy the brand's products. A successful staging is one that makes people want to own the product..
Once the collection has been launched, the merchandiser plays a major role in organizing and placing the products in points of sale and/or online. Your main mission is to generate maximum sales of products in the range. Working as part of a team with the sales teams, you will set up visual and visible strategies in-store to encourage purchases.
Finally, once the product has seen its first sales, you carry out a sales analysis with the sales teams. Depending on the success or otherwise of the range, you adapt your marketing techniques and message.
Training to become a fashion and luxury goods merchandiser
You need to have a thorough grounding in the entire world of fashion and luxury. In addition, you'll need to master to perfection the marketing tools associated with the fashion and luxury sector.
You can join a bachelor directly after the baccalauréat, which will train you in marketing and communication techniques thanks to a multi-disciplinary curriculum. The aims of this course are to introduce you to the basics of communications, and also to teach you new marketing techniques.
