Commercial Department
Once the sampling is completed, the Collection is ready to be presented and sold. Big brands parade during Fashion Weeks, using the catwalks to tell their vision and consolidate their image. Other brands, however, choose trade shows, where Collections are presented directly to buyers through showrooms and exhibition stands.
Regardless of the method chosen, the next step is crucial: the Campaign Sale, the most strategic moment for the Commercial Department.
“Commercial Department Identifies Strategies and Relationships for Collection Success”
The commercial director: strategy and management
Leading the Commercial Department is the Commercial Director, a figure responsible for defining sales goals, developing strategies to achieve them, and managing the team responsible for distributing the Collection in different markets.
In addition to sales management, the sales director also handles relations with key customers and strategic suppliers, ensuring that brand positioning is consistent with its overall strategy.
At the side of the Commercial Director.
Two key professional figures operate alongside the sales manager.
Who I am
- Area Manager: responsible for commercial management in specific geographic areas, monitoring sales in their target markets.
- Key Account Manager: are responsible for managing the most important customers (Top Clients), ensuring that partnerships with strategic retailers are established and performing well.
The showroom: the heart of the Sales Campaign
The Sales Campaign takes place mainly in company showrooms or in dedicated outdoor showrooms, where buyers can view the entire Collection live. Coordinating this phase is the Showroom Manager, which is responsible for training and coordinating the sales staff, (consisting of. Agents e Specialized Sellers), set appointments with buyers, prepare sales support materials (catalogs, lookbooks, and price lists), and supervise showroom set-up.
Merchandisers: between product and business strategy
While only the most iconic pieces of the Collection are paraded on the catwalk, buyers are presented with the complete sample collection-with a wider assortment of patterns and variations designed for the market-and this is where the Merchandiser. They are figures who act as a bridge between the Commercial Department and the Product Department, and are responsible for defining the Collection layout-that is, the content of the Collection and the time to market- based on Market Trends, customer demands, sales data and business objectives.