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Luxury Multi-Brand Retailer
Project type
Fashion Merchandising and Buying
Date
2022
Location
Seoul
The final project for the Master’s in Fashion Merchandising and Buying at Polimoda focused on developing a premium/luxury multi-brand retail concept. Working in a team, I contributed to building a data-driven retail strategy based on in-depth analysis of a selected city, including its demographic profile, consumer behavior and market gaps.
The project involved end-to-end range planning and retail development. This included curating a multi-category product assortment, defining pricing and positioning and selecting relevant designers and brands aligned with the target customer. We also developed a private label capsule collection to strengthen brand identity and improve margin structure.
On the retail side, we designed a 350 sq. mt. physical store, including store layout, visual merchandising strategy and interior branding, ensuring a cohesive customer experience across all touchpoints.
The outcome was a commercially and creatively aligned retail concept, integrating trend intelligence, product strategy and brand positioning.
