Digital Merchandising at MyTheresa | Insight Fashion

In this video, I interviewed my friend Philip Chiswamine, Digital Mechandiser at MyTheresa about the behind the scenes working at one of the leading luxury e-commerce company - MyTheresa. Although Digital mechandising seems like a vague concept, through his insider insights, you can learn and understand the whole concept as well as how the comany collaborate between different business units.
Fashion Brief Instagram: / _fashionbrief_
Philip's Instagram: / philips_diary
#DigitalMerchandising #MyTheresa #LuxuryEcommerce
00:00 Intro of the episode
0025 Get to know Philip
03:07 Q: Difference between digital & visual merchandising
08:28 Q: Team structure of digital merchandising
10:37 Q: How does your day look like in MyTheresa?
18:42 Q: How does your team find the balance between commercial
and less commercial proucts?
21:44 Q: What kind of personalities or skills do people need to work
in the fashion industry?
23:16 Q: Does it really matter if you own a degree in fashion?
29:07 Outro: Fashion Brief Instagram

[@MidoriThais]

philip ❤️❤️❤️❤️❤️

[@hamedmn949]

this is the best

[@petersonceus_]

Very interesting content ! As always :)

[@FashionBrief]

Thanks!!

[@aryanmaheshwari2613]

Can you also interview someone from Farfetch please
Thank you!

[@blissiimo2064]

Hello from Australia - I watch your videos with great interest! We have a store in the capitol which specialises in niche perfumes and home fragrances squarely aimed at the luxury market - with a huge emphasis on historical brands like Cire Trudon, Mariage Freres and Santa Maria Novella. I would be very interested if you covered our areas, where fashion is fused with perfume and homewares/ lifestyle. We see so many designers now moving into homewares. How do see the future of this panning out? What are the trends you see emerging? Do you think they are following fashion, or are they creating their own waves? for example, are they a mere afterthought, or do you see houses seriously creating departments for lifestyle products? Unfortunately we are missing the Maison Paris and Milan shows because of Covid this year - do you ever keep an eye what comes out of these? Looking forward very much to your response. Kindest reagards, Tiffany Maning

[@FashionBrief]

Thanks for your comment and questions Tiffany! I would love to feature the topics you mentioned :)
For the housewares field. I think it would only make sense when the brand can successfully transfer its own style to the houseware collection. Otherwise, it is just their way to expand their business for more revenue. For me, the best example is Armani Casa. You can still sense the taste from the designer. This is from a luxury strategy point of view. However, if the brands are premium or fashion brands, I think it does not necessarily need to be legitimise what they are doing.

[@all_about_great_place6896]

Hello from India,
Just want to know , if I wanted to move from visual merchandising to digital merchandising what skills I need for that also what will be the best way to enter into digital merchandising.
Thank you

[@FashionBrief]

Based on the interview, I believe you will need to acquire more digital knowledge such as analytic skills and a better understanding of online consumer behavior. But eventually it’s a learning by doing thing. I believe you will gain better first hand experience by being a digital merchandiser.