James Barron is a fashion buyer.

With over 13 years at ASOS, and previous roles at Envy, Moss Bros, M and S, and Arcadia, there’s little James doesn’t know about either buying third party brands in or product development of own brand fashion.

Hit PLAY to hear:

• James’ eCommerce journey
• The Importance of Understanding the Customer’s Persona in Buying
• Tips for Successful Buying In Brands and Products for Your eCommerce Store
• Advice on Developing Your Own Products
• Collaboration Between Merchandising and Buying
• A Final Word on Buying
• Plus, James’ top tips!

Key timestamps to dive straight in:

[03:36] Online buying offers more product options.

[07:51] Understand customer, adapt sales, follow for rewards.

[11:50] Build diverse brand portfolios, adapt to trends.

[15:01] ASOS offered variety and convenience online.

[18:31] North Face improved women's wear, increased market share.

[22:08] Collaboration between buyer and merchandiser is essential.

[24:24] Importance of exit margin over intake margin.

[26:09] James shares his Top Tips!

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