eCommerce Merchandising

This merchandising class explores the principles, tools, and strategies of fashion and luxury merchandising in the digital landscape. Designed for professionals and entrepreneurs looking to enhance their expertise and boost e-commerce performance. The course covers key areas such as goal setting, performance measurement, best practices, and emerging merchandising trends.

eCommerce Merchandising class program:

• Introduction to Merchandising – Understand the fundamental principles and the role of merchandising within a business.
• Online Merchandising Fundamentals – Explore category management, product placement, and optimization techniques for key digital touchpoints like homepages, product listing pages, and detail pages.
• Visual Merchandising (VM) Strategies – Learn how to balance editorial storytelling with commercial goals, leveraging both manual and automated merchandising techniques.
• Performance Analysis & KPIs – Master the key metrics for measuring success and optimizing merchandising strategies.
• Industry Case Studies & Trends – Drawing from the experience of the teacher Matteo Trombetta in global fashion brands (Guess, 7 For All Mankind, Louis Vuitton) you’ll gain insights into how leading brands execute merchandising strategies and where the industry is headed.

Who Is eCommerce Merchandising class for?

This course is designed for professionals and aspiring specialists in the fashion and luxury industry who want to develop expertise in digital merchandising and enhance their strategic approach to online product presentation. It is particularly relevant for:

• E-commerce & Merchandising Professionals – Those looking to refine their skills in online product presentation, category management, and performance-driven merchandising.
• Fashion Buyers & Planners – Professionals who need to understand how merchandising impacts sales, conversion rates, and customer experience in a digital environment.
• Marketing & Digital Strategy Specialists – Individuals working in fashion and luxury brands who want to align merchandising efforts with broader business goals and customer engagement strategies.
• Retail & Store Managers Transitioning to E-commerce – Those moving from physical retail to digital roles and looking to adapt their merchandising expertise for online channels.
• Entrepreneurs & Brand Owners – Fashion and luxury business owners who want to optimize their online store’s merchandising strategy to drive sales and enhance the shopping experience.
• Students & Career Changers – Individuals seeking to build a career in fashion and luxury e-commerce and looking to gain practical knowledge of digital merchandising best practices.

Merchandising class fees:

• 87 USD for non members (Sign-up for the DFA reward & growth program to receive 20% discount)
• 43 USD for DFA Alumni (Use personal voucher or request a new one here)
• Free for students currently engaged in online courses.

Merchandising class time:

America

• Eastern Time (ET – New York, Miami): 11 AM
• Central Time (CT – Chicago, Dallas): 10 AM
• Mountain Time (MT – Denver, Phoenix): 9 AM
• Pacific Time (PT – Los Angeles, Seattle): 8 AM

Europe

• Central European Time (CET – Paris, Rome, Berlin): 5 PM
• Eastern European Time (EET – Athens, Istanbul): 6 PM

중동

• Gulf Standard Time (GST – Dubai, Abu Dhabi): 7 PM
• Arabian Standard Time (AST – Riyadh, Doha): 6 PM

Knowledge areas covered in this class:

• Goals: what the purpose of the function/area?
• KPIs: how do we measure success?
• Tools: what tools do we use in our job?
• Best practices: how to excel in our role?
• Case studies: what are companies doing?
• Trends: where is the market going?

Merchandising class agenda

• Introduction:
  • General definition and fundamental principles of merchandising.
  • How the role of merchandising fits into a broader business context.
  • Key characteristics and sensitivities to succeed in the role.
• Part 1: Fundamentals of Online Merchandising
  • Back to basics: what’s needed for a product to go live
  • The online environment: category management & product placement
    • Homepage (HP), Landing Page (LP), Product Listing Pages (PLP)
    • Internal search, filters, labels
    • Product Detail Page (PDP): cross-selling, size guides, fitting tools, virtual try-ons, etc.
• Part 2: Visual Merchandising (VM): Balancing Editorial and Commercial
  • Basic principles & issues of online VM
  • Differences between online and in-store VM
  • Manual vs. automated VM: ideas and case studies.
  • Local vs. global approach.
• Part 3: Performance Analysis
  • How to evaluate the effectiveness of merchandising strategies.
  • KPIs mainly influenced by merchandising
• 사례 연구

About the teacher

Matteo Trombetta, Head of E-Merchandising

“Matteo is an experienced E-merchandising professional, currently serving as Head of E-Merchandising at Loewe. Prior to this role, he spent 5 years in digital merchandising roles within Burberry. He brings extensive expertise in optimizing online product presentation and driving e-commerce growth. His background includes experience across the online luxury and fashion arena, including key brands such as Louis Vuitton, 7 For All Mankind, and Guess. Dogs and margaritas lover!”

Course methodology

• Data-Driven Approach: the course starts-off from Goals and Metrics to define performance goals and measure the results of the e-merchandising activity
• Hands-one, practical approach. You’ll learn practical skills and processes that you can apply in your job from day 1
• Best practices and case study: during the course we analyse real success case studies and there is a practice part at the end of the lessons that the students can carry out on their own time and receive feedback.