Brand Manager
Apparel Group
Total years of experience :15 years, 11 Months
As a Senior Merchandise Manager, my key responsibilities include buying & merchandising function and P&L of overall 40 stores located across Middle East region. Been buying for TH and other high end brands within the group at several intervals. To name the few are Cortefiel, Calvin Klein and Pedro Del Hierro.
• Using Retail Planning Calendar, work to agreed critical path for every aspect of the business including buying, merchandising, sales and operations, product training, marketing & promotions
• Plan long term and short term OTB split for 4 seasons for all the categories. Plan core/ seasonal/ interest mix and life of line to ensure monthly freshness in the shop
• Work with Principals to develop range plans and line architecture ensuring that the options and depth allow for sufficient choice of options and sizes for every customer in every shop
• Develop Product objectives to meet agreed division and product line targets
• Analyzing consumer buying patterns for 5 different market and predicting future trends
• Phase Product objectives by deliveries and assess validity of the plan to meet agreed objectives for sales, stock, mark down and profit for all the categories including Menswear, Women’s wear, Kids wear and Footwear
• Ensuring that Product objectives and phasing reflect the same totals as the Commercial Plan
• Cluster and grade shops using sales and space parameters, Drive space planning/ option planning
• Liaise with Operations Manager to identify necessary level of micro planning and ensure that shop differences are exploited without damaging brand integrity.
• Analyze product proposition against plan and last year ensuring that sizing reflects historical performance and specific country requirements whilst allowing for sufficient stock in every core size for an initial allocation, and make any required adjustments to the range.
• Developing Distribution Channel for small categories internally, increasing their business to 3% in the first year.
Key areas of management are product management; merchandising; planning and implementation of promotions; inventory management; budgeting; market trend analysis; and training. A key work area includes:
• Responsible for Buying and Merchandising of Dhs140mn. turnover high prestige brand for Men’s category for GAP and complete buying and merchandising of Banana Republic.
• Planning, selection and sourcing of all merchandise with a view to achieve the sales and margin targets as agreed with the management.
• In association with the merchandise planner, reviewing the open-to-buy (OTB) on a monthly basis.
• Managing in-season business by tracking and analyzing sales information in order to identify opportunities to increase sales, improve margins, and decrease markdowns.
• Identifying new potential product/ design opportunities and incorporating them in the collection.
• Understanding target customers’ desires to select designs for inclusion within new collections in line with market needs.
• Managing all aspects of the supplier relationship, including price negotiation, terms and conditions and delivery performance.
• Managing the purchase order management process; from the initial placement of the order through to delivery of merchandise in the warehouse. Requests order status reports from the supplier to ensure deliveries are on schedule.
• In association with the merchandiser and allocators, allocating appropriate stock to all the stores within agreed parameters.
• Responsible for promotional campaigns to deliver the sales volume, increasing the market share and profitability for the business.
• Overall Stock Management - Macro & Micro Level for optimum Stock Liquidation Planning.(Ageing and Non-moving stock clearance planning), Category Wise Terminal Stock Monitoring
Over the span of over 3 years held multiple positions of increasing responsibility, ranging from Management Trainee to Merchandiser/Buyer. Responsible for Buying/Merchandising & Marketing functions for Dhs80mn turnover high prestige brand. Achieved business goals in terms of sale, margins, GMROI & stock turns. Coordinated marketing activities like Fashion Show, Press releases & editorials to enhance the brand image & thus increase the sales. Key work areas & achievements included:
◙ Responsible for forecasting, inventory control and meeting profitability goals.
◙ Work closely with the Principals and Marketing Department to plan and implement promotional & marketing activities.
◙ Assortment planning & buying the range as per the need of business.
◙ Liaisoning with Principals, logistics & warehouse functions for product deliveries.
◙ Merchandising activities-Pricing, allocation, transfers, consolidation, markdowns, promotions, reorders etc. to maximize sales and avoid any lost opportunities.
◙ Training staff on product knowledge & assisting VM to ensure presentations are visually impactful and enhance sales.