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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Mastering the Art of Buying with James Barron, ex-ASOS

eCommerce MasterPlan