As part of our expert series, I’m excited to feature Carolyn Derynck, Director of Merchandising at Left On Friday.
With years of experience in merchandising and a background at companies like lululemon, Carolyn brings a wealth of knowledge to the intersection of merchandising and marketing.
In this post, Carolyn shares insights into the alignment between merchandising and marketing, how collaboration drives successful campaigns, and the strategies that ensure the right product reaches the right place at the right time.
Tell us a little bit about yourself! How did you start working in merchandising?
While in school I always worked part-time retail jobs. I loved clothing and fashion but didn’t necessarily think I would make a career of it. After realizing that a degree in History and Political Science was not the path for me, I pivoted and went with my heart and studied Fashion Merchandising. After a number of years working as a Buyer, I was recruited to move from Montreal to Vancouver and join the Merchandising team at lululemon. That was where I really learned the foundations of Merchandising and found my perfect fit in the industry. That foundation is what ultimately led me to Left On Friday and to my role as the Director of Merchandising. I was so lucky to learn within the walls of a huge business like lululemon but Left On Friday is where I’ve been able to thrive. When you work for a small, growing business, every single day is an opportunity to make an impact and that is what I love most about my role. I get to work with nearly every department and every member of the team to some degree. It is a constant learning experience which makes it impossible to ever be bored. I get to be a part of building something so incredible - it’s hard to describe how impactful that is on a personal level. It’s wildly fulfilling.
For those who aren’t as familiar with merchandising, how would you describe your job?
My role is responsible for bridging the gap between the creative and commercial sides of the business - this means partnering with the product design and development team and ensuring their product vision is well represented while equally focusing on the finances of the business and making sure we are driving sales, hitting our targets and managing overall investment on our inventory.
Merchandising is about having the right product, at the right price, in the right place, in the right quantities, at the right time.
Sounds formulaic but one of the first things I ever learned is that, as a merchandiser, you will never be right and you have to be ok with that. You will either buy too little and leave money on the table or buy too much and have to take a markdown…there is always opportunity so, in this role, you have to be open to the learning and then keep moving. Just don’t make the same decision twice - take the experience and apply it at the next opportunity.
How do merchandising and marketing teams best work together?
Merchandising and Marketing have to be in lock step. You can have the best product but without an effective launch and continued marketing plan it can fall completely flat, and vice versa. You can have the most incredible marketing plan and if you don’t have the product to put behind it, your efforts are for naught. Sure, the two can be good in isolation of one another but there is nothing better than hitting it out of the park when the two come together. Check out our Great Escape launch that dropped on November 1st. In my opinion, this is one of Left On Fridays best examples of merchandising and marketing collaborating - the perfect intersection of beautiful product, stunning imagery and strong storytelling.
What are some tips for marketing teams who are looking to successfully work together with merchandising teams?
Stay solution oriented and remember that you have shared goals. Things will continually shift and change, it’s inevitable, so just be ready for that to happen and then focus on the path forward. This can look like a lot of things - a product shipment is delayed leaving the factory and you have to pivot on the launch you were planning for. A suitcase full of samples gets lost on your way to a photoshoot and you need to figure out a plan to supplement and change the product focus for that moment. The product you were planning to focus on sells out more quickly than anticipated and you need to shift your marketing calendar. Just stay focused, stay in conversation and find the best solution for the moment you are in.
Are there any trends or new developments related to merchandising that you are excited about?
Like in many industries, one of the most interesting developments in merchandising right now is the rise of AI. Using data to drive decision making is not new, but AI’s ability to better understand consumer behaviour, predict and anticipate trends and optimize inventory has the potential to be completely game changing. For example, Left On Friday is partnering with a newly developed planning software that uses machine learning to enhance forecasting abilities. This will allow us to be more precise in our inventory needs which will ultimately save us money and drive more efficient sales.
Thank you, Carolyn! This behind the scenes look at merchandising was fascinating.
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👋 I’m Anat Yaniv, founder of TAG Marketing
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