Antony Demaison
People-first luxury retail leader committed to developing talent, inspiring high-performing teams and delivering exceptional client experiences. I believe the strongest commercial results are achieved by leading with integrity, empathy and example.
-Independently managed the Paris flagship store in the context of the Maison’s launch in France. -Drove commercial performance, delivering strong sales growth: +22% in February, +43% in March, and +53% in April. -Analyzed and monitored key retail KPIs (sales, UPT, ATV, conversion rate) to define business priorities and maximize performance. -Managed and developed a team of 7 employees through on-the-floor coaching, individual development, and a culture of client excellence. -Developed a clienteling and premium partnership strategy to drive traffic, strengthen client retention, and enhance the Maison’s visibility. -Ensured the highest Maison standards across client experience, visual merchandising, and operational excellence. -Oversaw retail operations, including stock management, inventories, purchasing, financial flows, and supplier coordination.
-Team Leadership & Development: Supporting and developing 18 team members across WRTW (13 people) and MRTW (5 people). Leading morning briefs, personalized coaching, and performance tracking to meet business goals. -KPI Analysis & Performance Strategies: Monitoring KPIs, analyzing results, and implementing action plans to optimize individual and team performance. -Sales Strategy: Collaborating with central teams to develop sales and communication strategies. Regular reporting, feedback, EODs, and weekly meetings to adjust goals and tactics. -Stock Management & Optimization: Coordinating with stock and buying teams to optimize product flows (identifying bestsellers, analyzing slow sellers, competitive analysis, and rebalancing in-out). -Floor Management & Customer Experience: Overseeing floor management and customer flows within the store. Implementing zoning and layouts to create an optimal shopping experience. -Goal Setting & Performance Tracking: Setting and implementing monthly goals for the team to ensure motivation and achieve results. -Back Office & Administrative Processes: Managing team schedules through ADP system, performing cash reconciliation, and ensuring operational guidelines are maintained.
-Customer Service & Retention: Provided exceptional service and personalized advice to both local and international clients, ensuring a memorable shopping experience and long-term customer loyalty. -Business Strategy & Action Plans: Developed and implemented action plans to meet sales targets and drive business growth. -Visual Merchandising Support: Assisted the visual merchandising team to enhance the store’s aesthetic and prepared new product collections for display. -Team Training & Fashion Culture: Delivered team training focused on fashion culture and brand DNA to ensure a strong and consistent understanding of the products and values.
Commercial Activities: -Product & Brand Strategy: Developed lists of high-potential products and brands, ensuring a strong sales pipeline and highlighting key trends for buyers. -Sales Trend Analysis & Customer Feedback: Analyzed sales trends and gathered customer feedback to inform purchasing decisions and improve product offerings. -Brand DNA Training: Conducted training sessions for teams on brand identities to ensure alignment with core values and product knowledge. -Visual Merchandising Support: Assisted visual merchandising teams in displaying new collections in-store, ensuring consistency with the brand’s visual identity. -Content Creation: Created curated looks for the store’s digital content, ensuring alignment with brand aesthetics and customer engagement. Personal Shopping: -Customer Engagement & Personalized Selection: Handled direct client outreach, curated personalized selections, and managed private shopping appointments, including virtual personal shopping. -VIP Salon Management: Organized and maintained the VIP salon schedule, ensuring an exclusive, tailored experience for high-end clientele. -Client Portfolio Management: Managed and nurtured a portfolio of high-potential clients, ensuring exceptional customer retention and loyalty via platforms such as PS2 and WhatsApp. Luxury Retail Sales: -Customized Customer Experience: Provided a tailored shopping experience for luxury clients, offering expert sales advice based on individual goals and preferences. -Product Knowledge & Brand Storytelling: Maintained in-depth knowledge of products, trends, and brand histories to offer informed recommendations and elevate the customer journey. -Store Operations: Managed the PAP space, handled cash reconciliation, and ensured smooth checkout procedures.
-Iconographic Research & Board Creation: Conducted detailed iconographic research and created mood boards to support design and merchandising direction for various collections. -Ambience Book Management: Managed and curated ambiance books to ensure commercial spaces were aligned with brand identity and seasonal themes. -Pattern Design: Designed and placed patterns for capsule collections, contributing to the overall aesthetic and design vision. Created logos for a range of products, including leather goods, ready-to-wear, and accessories, ensuring strong brand recognition. -Styling Assistant for Social Media: Assisted the styling team for photo shoots, creating engaging content for the brand’s social media channels.
-Store organization and upkeep. -Collection display setup. -Restocking of sold products. -Customer loyalty building.
-Iconographic research in collaboration with the Artistic Director. -Sourcing of clothing and accessories. -Look composition, fittings, and styling.
-Research and development of embroidery samples. -Execution of embroidery on runway pieces. -Fitting assistant and dresser.
-Setting up the collection on hangers. -Dressing the models.