In this episode, Elisabeth Mac Hale looks at what buying for digital commerce genuinely requires across traditional e-commerce, drops and limited releases, and marketplace models.
She talks about what changes in range and product selection when you're buying for digital, including the taxonomy problem, the visual presentation challenge, and why online ranges tend to grow in the wrong direction.
She also addresses how trading and OTB work differently online, from the speed of feedback to return rate planning and omni-channel stock allocation tensions.
Running through all of it is a thread about the skill set digital buying actually demands and why the buyers who perform best online are the ones who combine product instinct with data literacy, not the ones who have traded one for the other.
In This Episode
• The three digital channel models and what each one means
• Why drops require different product selection logic to a core range buy
• The distinction between marketplace buying and traditional fashion buying
• The long tail range problem and why range architecture discipline matters more online, not less
• Return rates and how to build them into OTB planning
• The speed of online trading data and how to use it commercially
Resources
Professional Fashion Buying Online Course
Connect With Elisabeth
Website: designdirectiveme.com
Instagram: @designdirectivedubai
LinkedIn: Elisabeth Mac Hale
