Charlotte Williams photographed at dusk beside a canal in a white vest and denim

Merchandising · Buying · Fashion · 2026

CharlotteWilliams

  • Merchandising & Buying
  • Fashion
  • Customer Insight

“Combining commercial insight, creativity and customer understanding to create exceptional experiences.”

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Charlotte Williams photographed outside a Viennese palace in a white jacket and denim

01 — About

A commercial eye,a customer's instinct.

I'm a commercially driven merchandising professional with experience in luxury fashion at Flannels, part of Frasers Group. My days have been spent close to the product and closer still to the customer — reading sales patterns, moving stock to where it sells and understanding exactly why one style flies while another sits.

Fashion has always been more than an interest. I'm fascinated by customer behaviour, by the commercial logic behind a well-built range, and by the moment creativity and numbers meet. That's the space I want to keep building my career in.

I also understand the customer instinctively, because I am one. I know how a trend travels from a feed to a basket, what makes a piece feel worth buying and how quickly attention moves on. That perspective comes with me into every commercial conversation.

Currently
Flannels · Frasers Group
Focus
Merchandising, Customer Insight & Buying
Based
London, UK

02 — Values

What I bring as an individual

I

Creative

I have an eye for product and for the way it's presented. I enjoy finding a fresh angle, a better adjacency, a sharper story on a rail, and making a range feel considered rather than assembled.

II

Quirky

I've never wanted to blend in. My personal style is my own and so is the way I think, which means I bring character and a different point of view to a team instead of a template.

III

Organised

I'm calm with detail. Deadlines, reports, competing priorities and moving stock all at once. I like the order of it, and I like knowing nothing has been left to chance.

IV

Authentic

Honesty and genuine relationships matter to me. I bring my whole self to work with no performance and no pretence, just a consistent person people can rely on.

V

Curious

I always want to know why. Why that style sold out, why a customer chose one piece over another, what the numbers are really saying. Curiosity is how I keep learning and how I get better.

03 — Experience

The route so far

  1. Present

    Flannels — Frasers Group

    Sales Assistant & Merchandising Lead

    Luxury fashion retail, working across product performance, stock movement and the commercial decisions that shape a sale.

    • Commercial merchandising across premium and designer product
    • Sales analysis to identify best sellers, slow lines and range gaps
    • Stock movement, replenishment and floor-to-fixture decisions
    • Customer behaviour observation feeding back into product placement
    • Product performance reviews against commercial KPIs
    • Trend awareness within luxury fashion
    • Team training and onboarding on merchandising standards
    Luxury FashionCommercial KPIsTrend Awareness

  2. Previously

    Education Sector

    Qualified Teacher & Private Tutor

    Transferable commercial experience: running a caseload like a small business, with data, targets, budgets and stakeholders.

    • Advanced Microsoft Excel for tracking, modelling and reporting
    • Data analysis to identify patterns and prioritise action
    • Performance tracking against clear, measurable targets
    • Stakeholder management across parents, colleagues and leadership
    • Budget management and resource planning
    • Communication of complex information to varied audiences
    • Organisation and project management across competing deadlines
    ExcelData AnalysisStakeholders
Charlotte Williams in a polka-dot blouse and denim skirt on a cobbled street

Style is instinct. Buying and merchandising are that instinct, evidenced.

04 — Skills

Where I'm strongest

Commercial Awareness92
Fashion Merchandising88
Customer Insight94
Sales Analysis86
Microsoft Excel90
KPI Reporting84
Organisation95
Stakeholder Management89
An open suitcase packed with a red patent bag and heels, leopard print, black leather and knitwear

05 — Why Fashion

Product is onlyhalf the story.

Merchandising and buying are where taste has to prove itself commercially.

What draws me to fashion isn't only the product, it's the customer behind it. I love working out why someone chooses one piece over another, how a trend travels from a feed to a basket, and what a set of sales figures is really telling you about the person buying.

Merchandising and buying excite me because they sit exactly between creativity and commerciality. Buying asks you to have a point of view on product and back it, and merchandising asks you to prove it with numbers: the right range, the right depth, in the right place, at the right moment. Getting that balance right is what makes a customer feel understood rather than sold to.

That's the work I want to do, whether on the buying or merchandising side: turning insight and instinct into decisions that make a customer's experience feel effortless and a range perform.

Portrait of Charlotte Williams in a black leather jacket holding a leopard-trimmed bag

06 — Contact

Let's talk product.

If something here resonates, I'd love to hear from you. Do get in touch. I'm always happy to talk fashion, customers and commercial thinking.

Email
caw0@gmx.com
Telephone
07794 906902
Based
London, UK
Download CV

Charlotte Williams · London