Burberry Shows Kent Teens How Merchandising Shapes Fashion

Inside Burberry’s merchandising masterclass The masterclass, hosted for members of the Fashion&Business Saturday Club at the Kent School of Fashion, focused on the role merchandising plays in building cohesive, high-performing collections.

Using Burberry as a live case study, the session explored how teams balance creativity, commerciality and brand identity to curate products that feel both on-brand and commercially viable.

Participants were encouraged to think like merchandisers rather than only as designers, considering assortment planning, depth, price architecture and how pieces work together across drops and seasons.

This approach reflects wider industry practice, where merchandising is central to translating runway ideas into a product mix that resonates with customers and meets sales targets…