-
How to become
Merchandising
Managerin Footwear
MERCHANDISING MANAGER IN FOOTWEAR
Who is the Merchandising Manager in Footwear?
The Merchandising Manager in Footwear is a strategic professional responsible for defining and implementing the commercial strategy for a brand’s footwear collections. This role requires a combination of analytical skills and in-depth market knowledge to ensure that the products offered meet consumer needs and reflect the brand’s identity. The Merchandising Manager works with internal teams and external partners to optimise the footwear assortment, manage stock levels, and establish pricing and promotional policies, thereby contributing to the competitiveness and profitability of the collections in the market.
What does a Merchandising Manager in Footwear do?
The Merchandising Manager in Footwear is responsible for a range of activities aimed at ensuring the marketability and commercial success of footwear collections. This role involves careful analysis of market trends and consumer buying behaviours to identify which products are likely to succeed and strategically plan the assortment. The goal is to create shoe collections that meet the needs of the target audience with a balanced selection of models, colours, sizes, and styles. The Merchandising Manager then works closely with the design and development teams to coordinate product creation, ensuring that designs reflect customer preferences and align with the brand’s strategy. They also manage inventory, coordinating stock levels with the procurement team to avoid surpluses or shortages. This professional is further responsible for setting pricing and promotional strategies, establishing initial prices, and planning discounts or promotions based on sales performance and market dynamics. Finally, they monitor sales data to identify the best-performing products, adjusting strategies to maximise revenue and maintain the brand’s competitiveness.
What skills should a Merchandising Manager in Footwear possess?
To excel, a Merchandising Manager in Footwear must possess a combination of technical, analytical, and managerial skills, including:
- Market and trend analysis skills: they must be able to analyse market data and emerging trends, using this information to anticipate consumer behaviours and guide assortment choices. The ability to interpret these trends is crucial for creating collections that align with the audience’s needs.
- Assortment planning abilities: they must ensure a balanced assortment in terms of styles, colours, models, and price ranges. This requires strategic vision to balance innovation with bestsellers, offering a product range that appeals to diverse customer segments.
- Efficiency in stock and inventory management: they need to manage inventory effectively to maintain the right balance between product availability and warehouse cost optimisation. This involves close collaboration with procurement and logistics teams to minimise the risk of excess or stockouts.
- Expertise in pricing and promotional strategies: they must have an in-depth understanding of pricing strategies to position products correctly and maximise ROI (return on investment). This includes setting launch prices and determining when to apply discounts or promotions based on sales performance and seasonality.
- Teamwork experience: they should be able to work synergistically with designers, buyers, production, and marketing teams, coordinating workflow and aligning all teams with business objectives.
How to become a Merchandising Manager in Footwear?
To become a Merchandising Manager in Footwear, a targeted academic path is essential, covering the various aspects and dynamics of fashion design while also delving into market analysis, assortment management, and pricing strategies. Courses such as those offered by NABA in the Fashion Design Area, particularly the Academic Master in Sneaker Design, are ideal for approaching the footwear sector with all the necessary skills to excel. Alongside academic studies, hands-on experience gained through internships or placements with footwear brands or fashion companies is crucial for developing a direct understanding of commercial dynamics and refining analytical skills. Attending industry events and trade fairs, as well as carefully building a professional portfolio, further supports the development of a network of contacts and helps stay up-to-date with market trends and innovations.
 (1).jpg)