The Top Trends You'll Be Wearing in 4 Months, According to a Buyer

WHO WHAT WEAR: What do you look for on the runway and in market appointments when buying? 

ELYSE WALKER: Something new that the customer doesn’t already have in their wardrobe. We’re always looking to fill gaps in the market and our selection. We look for brands that feel fresh and new … designers have been very safe the past few seasons and customers are looking for what’s next!

WWW: How do you discover emerging brands? 

EW: Our buying teams for both the store and FWRD.com have monthly meetings and everyone is always coming to the table with new lines that they have found. Social media plays a huge factor—it’s a great place to validate new lines that we find in the market.

We’re always looking for the next big brand so we test anything that the team loves. We have a hard rule about picking up new lines—at least one buyer has to completely love it. If we only like it, we don’t try it!

WWW: Do you pick how much of each item to stock?

EW: That’s currently a work in progress, but we analyze the previous season and the current season we are in to see the sell-through and we are constantly checking inventory too.

WWW: What types of items are always surefire sellers? 

EW: Great cashmere, the perfect leather jacket, and anything on a square mid-heel. We use data to guide us but we won’t let it hold us back from placing big bets on products or brands. If the team believes in a product or a trend, we go after it and push it hard on the site. It’s easy to buy into and believe in a new trend, the hard part is when to pull back and move on to the next trend. Our customer is knowledgeable and is always on to the next trend very quickly.

WWW: Do you have any advice for aspiring fashion buyers? 

EW: 1. Work in retail! The customer is our boss. Be a sales associate first because you get firsthand intel as to what the customer wants. 

2. Start from the bottom—you will gain experience that can’t be taught. 

3. Follow your instincts and be decisive —your first choice is almost always the best choice.

4. Network! It’s all about who you know.

via Who What Wear http://ift.tt/2eReVvV