The Role of the Merchandiser in Fashion Companies: From Product Vision to Profitability
In fashion and luxury companies, the role of the merchandiser is often misunderstood or underestimated. Yet, merchandising sits at the very heart of a brand’s commercial success, acting as the bridge between creativity, market demand, and financial performance.
To better understand what merchandising really means today, we spoke with Mirko Buccianti, an experienced fashion merchandiser, about responsibilities, KPIs, tools, common mistakes, and advice for the next generation of professionals.
Mirko Buccianti – Merchandising Manager and Consultant. Instructor of Fashion Merchandising at Digital Fashion Academy
Merchandising Manager with extensive experience in the fashion and luxury industry, working at the intersection of creativity, data and strategy to shape strong, relevant and commercially successful collections.
With a solid background across men’s and women’s collections, I translate brand vision, market insights and performance data into clear product strategies, effective range plans and coherent assortments.
My work bridges creative and commercial teams, helping brands turn intuition into structure and product decisions into long-term value.
What is Fashion Merchandising?
Fashion merchandising is the function that manages the entire lifecycle of a fashion product, from the initial idea to the end of its commercial life, including markdowns. It is both a role and a team within a fashion company, responsible for turning creative concepts into profitable products.
A fashion merchandiser works at the intersection of multiple departments. They collaborate closely with design and style teams during product development, with marketing and commercial teams to promote and sell the right products, with eCommerce to ensure correct product presentation, and with finance to guarantee the required margins.
At its core, fashion merchandising is about making the right decisions every day: defining the right price, managing costs, building a balanced collection, and ensuring that each product meets both customer needs and business objectives. One of its key responsibilities is finding the right balance between opportunity and efficiency, avoiding collections that are too small to compete or too large to sustain.
In essence, fashion merchandising ensures that a brand offers the right product, at the right price, in the right quantity, while keeping the company focused, profitable, and aligned with the market.
What Does a Fashion Merchandiser Do?
“A merchandiser is a person – or a team – that manages the entire lifecycle of a product.”
This definition captures the essence of the role. Merchandising does not start when the product is ready to be sold, and it certainly does not end at launch. Instead, it spans from the initial product idea all the way to markdowns and end-of-life decisions.
Along the way, the merchandiser collaborates with many different teams:
- Style and design, to shape products that align with brand identity and market demand
- Marketing, to push the right products at the right time
- Commercial and eCommerce teams, to ensure correct product assortment, imagery, and positioning
- Finance, to guarantee sustainable margins and profitability
In short, the merchandiser ensures that creativity meets business reality.
The Key Goals and KPIs of a Merchandiser
At the end of the year, how is a merchandiser evaluated? According to Buccianti, there are a few critical KPIs that define success.
1. Marginality
One of the primary responsibilities of merchandising is protecting and optimizing margins. This means managing costs, defining the right retail price, and positioning products correctly in the market, while respecting financial targets set by the company.
2. Collection Size and Structure
Another crucial KPI is the size of the collection. A collection that is too small may miss market opportunities, but an oversized one creates inefficiencies across the supply chain, burns cash, and disperses focus.
Merchandisers must constantly balance opportunity and discipline, understanding that every product decision has a direct impact on the company’s P&L.
The Tools of Modern Merchandising
Despite digital transformation, many fashion companies are still heavily Excel-based when it comes to merchandising. Spreadsheets remain a core tool for managing data, budgets, and product performance.
That said, more advanced organizations support merchandisers with:
- Business Intelligence tools, providing daily insights and performance tracking
- Benchmarking and trend analysis platforms
- Fashion trend websites and runway analysis
- Trade fairs and industry events, which remain essential for market understanding
The goal of these tools is always the same: helping merchandisers make faster, smarter, and more informed decisions.
The Most Common Merchandising Mistake Fashion Companies Make
One of the biggest mistakes companies make is trying to do more than what the market actually needs.
Often driven by competitive pressure (“others are doing this, so we should too”), collections become overly complex and disconnected from real customer demand. The result is wasted energy, overstretched teams, and diluted performance.
Here, the merchandiser plays a critical strategic role: helping the company stay focused on what truly matters, cutting what is unnecessary, and prioritizing what creates value for the customer and the business.
Advice for Aspiring Fashion Merchandisers
For young professionals who want to pursue a career in merchandising, Buccianti’s advice is clear: stay curious.
The fashion market is constantly evolving:
- Products change
- Materials evolve
- Technologies advance
- Customers shift, with Millennials and Gen Z redefining expectations
Doing “the same thing every day” is no longer an option. Successful merchandisers must remain alert, adaptable, and open to continuous learning.
As Buccianti puts it:
“You need to be very alive and change every day.”
Why Merchandising Is More Strategic Than Ever
Today, merchandising is no longer just about numbers or assortment planning. It is a strategic role that sits at the intersection of creativity, data, customer insight, and financial sustainability.
For fashion companies navigating increasingly complex markets and omnichannel environments, strong merchandising capabilities are not optional — they are essential.
At Digital Fashion Academy, we believe that understanding merchandising is a fundamental skill for anyone working in fashion eCommerce, digital transformation, or brand strategy. This is why we continue to invest in high-level education led by experienced industry professionals.
Learn more about fashion merchandising
Discover the Fashion Merchandising Masterclass
Learn Fashion Merchandising from collection briefing to the product in store. Live online via Zoom on February 11th 2026. With instructor Mirko Buccianti – Collection merchandising manager with experience in Gucci, Brunello Cucinelli, Furla, Bally, Thom Browne.
- Detailed course programme
- Learning outcomes
- Who is this masterclass for
- Certificate of attendance
- Tools, Template and KPIs
- FAQ