Laura Schiano de Colella
Luxury merchandising leader with 12 years in high-end fashion, driving category growth across women’s categories.. Expert in offer architecture, pricing, and go-to-market strategies that reflect brand identity and maximize desirability. Global background and a strong track record driving growth and coherence across product universes. ✔️Passionate about Fashion - Great sensitivity and intuition with products and buys ✔️Adept in Merchandising, data & trend analysis and the dynamics of sales driving together ✔️Qualitative and quantitative analytical skills with business and retail focus ✔️Proven achievements in project management thanks to rigorous organizational skills ✔️Cross cultural competences with international experiences (Singapore, Italy) ✔️Ability to work in a fast-paced and demanding environment with diverse counterparts
• Analysis of sales performances and key indicators : sell in / sell out reporting (per product, area..), business performance follow-up, competitors monitoring • Working hand in hand with central merchandisers and supply chain to construct the Master order for the showroom • Manage and build the product assortment and collection plan (carry-over and newness offer) in line with the OTB an strategic business plan • Competitive benchmarks and margin analysis for retail price fixing : optimization and monitoring of production costs, analysis on constructions and material consumption • Collection briefings to worldwide buyers, implementing selling tools • Writing of strategic presentations for LVMH (3 years plan, annual budget) • Partnering with Visual Merchandising, Training, Press and Digital teams to enhance LV image
• Central retail merchandising working closely with regional and retail functions • Responsible for buying process : definition of pre-orders in collaboration with the supply chain teams, definition of the “Master order” and the “Core offer”, follow-up of purchases with the regions and defining the implementation of products in the different markets • Performance monitoring: sales forecasts, performance and sell-through, supervising the regional markets to ensure the right management of the stock and the proper replenishment, well timed to seize the business opportunities, stock planning, campaign reviews after each buying session (sell in), weekly/monthly report (sell out) • Referent for local buyers, regular exchanges for the monitoring of the activities • Visit frequently stores to provide assistance and feedback and increase performance • Analyze the distinctive trait of the market in terms of trends, positioning of competitors and characteristics of the clientele • Work closely with Visual Merchandising and Training teams • Offer construction: set up collection plan to achieve strategic targets • Pricing: improve retail and wholesale pricing of the collections to achieve optimum profitability and negotiate transfer prices with production team and suppliers • Writing of strategic presentations (3 years plan) for Kering • Management of a Junior Accessories Merchandiser & a Junior Licences Merchandiser
• Realizing sales books and tools for sales support related to the sales sessions (Retail & Wholesale), creating and updating statistics sales, quantitative analyses after each showroom (area/customer/product, specific analyses) • Monitoring of the product development : stylists briefs, production, suppliers, delivery logistics • Responsible for product knowledge related to the visual merchandising activities, communication, E-commerce, training, PR • Market research and competitive intelligence : different projects and recommendations, identifying trends, pricing, mapping, specific studies
• Strategic marketing : marketing studies through competitive intelligence, trend studies, merchandising reflections • Operational marketing : realizing tools for sales support related to the different podiums, pre collections and fashion shows that mark the year, realizing WRTW catalogs, working on the training documents with the developers, creating technical sheets, specific analyses before and after the podiums