AW25 Ladieswear Fleece
September 2024
As the Buyer for Ladieswear Fleece, I led the strategy and product direction for the AW25 range, reimagining fleece beyond traditional “cozy” loungewear into a core part of outfitting. This collection marked a major shift, positioning fleece as an integral part of the broader womenswear offering to define “The New Casual.”
The result was a strong commercial response, with a +20% increase in sales year-on-year, and a noticeable uplift in customer engagement across key platforms.
I created the seasonal vision and product strategy, while guiding a team of product developers and merchandisers through range build, sourcing, and placement.
Working cross-functionally with marketing, e-commerce and social teams, we delivered a unified and impactful launch that repositioned fleece as a style-forward, versatile category.
