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Fashion Buying Case Studies

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I work with See-Saw owner, Penny English, to help support the continuing growth of their lingerie, nightwear and swimwear range; it’s my mission to try to balance trends with customer’s needs.

In this role I accompany Penny on trade show visits and use my knowledge of key trends to help her find the next season best sellers for their customer base.

A normal trade show visit typically involves scheduling appointments with existing brands to review and discuss the new season range, and feedback on previous season performance, to look at new and upcoming brands, and get inspiration for developing the range in response to the latest innovations in design.

“It’s clear Johanna has a passion for finding just the right item(s) for her customers; she stays on top of the trends but doesn’t lose sight of consumer buying patterns [which don’t always follow mainstream trends]. Johanna has quickly developed a detailed understanding of our customer base and its proved extremely helpful to have a second opinion on trips, and from someone who asks the questions I might not have thought of.”

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