Susan Fogiel

Merchandising and buying consultant.

• Conducting deep dives into current range performance in terms of sell through, stock on hand, best sellers and price points, highlighting any missed opportunity and informing how the collection and seasonal budget should be framed.
• Reworking the budget approach and range strategy accordingly, confirming where deepest stock investments should be, targeting number of styles, colourways across product types and seasonality.
• Forecasting total units per factory and advising an appropriate delivery schedule to deliver sales targets.
• Modelling the buy into the overall cash flow ensuring there are no bottlenecks.
• Projecting annual growth targets backed with the product strategies to deliver.
• Establishing trade reports to inform teams and ease decision making based on performance.

• Managed both the Full Price and Outlet Merchandising teams to deliver commercial product strategies across customer channels
• Planned, presented and executed the key strategic vision for the business with regards to seasonal analysis, option plans, forecasted sales, intake and margin
• End to end management of stock through to clearance, maximising sales and margins with robust exit strategies
• Revamped weekly trade, budget and KPI reports to better inform global teams and decision making
• Communicated and led on buying and merchandising requirements on project scope for new PLM system, collaborating with project leaders.

Overview

• Worked closely with the Creative Director, building the brand to become the highest revenue driver on Matches' website since 2023
• Consistently delivered revenue targets and commercial strategy. Achieved £14.6m net demand in 2023, +20% vs prior year.
• Drove a high performing team to deliver Raey's product 'stories' every week, creating interest around constant newness landing on the site and as a result building a loyal customer following who returned to shop the brand regularly.
• Reviewed performance constantly, reacting to sales, trading accordingly and maximising sales opportunities through current stock or future buys.
• Liaised inter-departmentally where Private Label relied on other functions, Finance, Editorial, Digital, Retail and DC.

Merchandising

• Planned and built price status and divisional WSSIs, used to plan weekly sales, intake and stock forecasts.
• Produced range plans, line details and OTB monitors appropriate for Raey's unique delivery proposition.
• Owned and set Raey's pricing strategy, regularly analysing competitor's pricing.
• Constantly reviewed costings to ensure intake margin plans were achieved, negotiated margin and MOQs.
• Strategically assessed inventory levels to reach sales targets, controlling MD spend and recode levels, ensuring continuity had full size availability.
• Manage Head of Production ensuring the critical path had accurate statuses on raw materials and garments, so expected deliveries were maintained, particularly on key product or marketing priorities.
• Assess factory allocations, taking into account factories capacity, lead times, specialities and margin
• Identified and led project on a launching a brand appropriate, bespoke PLM system

Trade

• Managed the digital and marketing executive to build a clear marketing calendar covering key moments and product drops
• Worked with Matches internal trade team to deliver Raey marketing calendar for targeted emails, social posts, push notifications, events and Home Page features
• Set weekly trade targets on sessions, conversion and AOV

Finance

• Produced annual budgets on specific Private label P&L.
• Reported on inventory levels and assets for balance sheet.
• Worked with Accounts Payable to ensure timely payments to Raey's supply base in order to support the smooth raw material/product flow through the business.
• Controlled all seasonal and continuity buys as well as brand expenses such as shoot costs, courier costs, import, duty and travel costs.

Operations

• Provided ASP and unit intake forecasts to support with DC planning
• Worked closely with head of Production on minimising duty and import costs
• Built and nurtured strategic partnerships with the Raey supply base

• Delivered consistent annual growth worked closely on investment opportunities for the brand.
• Oversaw all aspects of merchandising, retail, trade, wholesale, collaborations and homeware production.
• Managed cash flow

• Worked up from Allocator in 2001 to Established Merchandiser in 2014
• Covered multiple product categories including Bags, Accessories, Small Leather and Non Leather Goods, Swimwear, Hosiery, Sunglasses, Topshop Design and Topshop Boutique.
• Worked closely on key Topshop Design moments (with new gen designers) in Oxford Circus store