Fashion merchandising, decoded.
Helping fashion founders and small businesses make clearer product decisions, with structure rather than instinct.
Most small fashion brands operate without a clear decision structure.
Small fashion businesses make dozens of product decisions each season, often with limited time, data, and support. Choices around product mix, pricing, timing, and priorities are made as the business grows, rather than through a defined method.
This makes decisions harder to repeat, harder to explain, and harder to improve over time, especially as the brand scales.
Merch Decoded brings structure and clarity to product and commercial decisions.
We provide practical merchandising frameworks that help founders make clearer decisions earlier, across product, pricing, and performance.
Our work focuses on turning experience and instinct into repeatable thinking, so decisions are easier to place, easier to communicate, and easier to stand behind as the business grows.
Introducing the Foundation Framework
A practical starting point for clearer merchandising decisions.
The Merch Decoded Foundation Framework is a structured guide designed to help fashion founders make sense of key product and commercial decisions before they become costly to change. It provides a clear way to think through what a season needs to achieve, and how individual decisions connect across the collection.
What the Foundation Framework covers
The Framework helps you define what matters most for a season before design and production are underway. It focuses on making priorities visible, so trade-offs are deliberate rather than reactive.
Decision clarity
You are guided through the core merchandising questions that shape a collection, including product roles, assortment balance, and value logic, with the aim to build coherence across the range.
Merchandising structure
Rather than offering one-off answers, the Framework gives you a way of thinking that can be reused season after season. This makes decisions easier to explain, revisit, and improve as the business grows.
Repeatable thinking
Built from real merchandising practice.
The work behind Merch Decoded draws on hands-on experience across fashion merchandising, product planning, and commercial decision-making. The focus is on practical tools that reflect how decisions are actually made in small brands, not how they are described in theory.
