Anna Lottersberger, Dean of Ferrari Fashion School, interviewed Gabriela Moschini, a professional with an MBA and extensive experience in the fashion industry, having held merchandising roles at brands such as Prada, Max Mara, and Roberto Cavalli. During the interview, Gabriela shared her journey in the world of fashion buying, explaining how the role has evolved with the rise of omnichannel strategies and the integration of new technologies. She also emphasized the importance of balancing data, intuition, and experience to make strategic purchasing decisions.
Gabriela advised aspiring fashion buyers to prepare technically and develop strong interpersonal skills to work effectively across various company departments — a key element for success in this field.
Can you tell us about your journey in the fashion industry and how you became a fashion buyer?
I started working in fashion right after completing my MBA. While I had experience in purchasing and was comfortable with numbers, I had no direct experience in the fashion sector — just a great passion for it. I was fortunate to find a brand that recognized the importance of gaining knowledge in order to develop the skills required for such a dynamic role within the company.
What are the different roles, tasks, and skills within the “fashion buyer” position?
I would distinguish between two main types of buyers: the retail buyer — sometimes also called a retail merchandiser — and the fashion buyer for multibrand stores. Both roles involve selecting products for stores, but the retail buyer focuses on purchasing for a single brand across multiple direct stores, while the fashion buyer works with different brands to curate a balanced mix of labels and products. Both roles require strong analytical skills, a good fashion sense, comfort with numbers, and great flexibility and multitasking ability!
How has the role of the fashion buyer changed in the luxury market over the years, especially with the rise of e-commerce and social media?
The role has changed significantly, evolving from a focus on multibrand to the rise of monobrand, and now toward omnichannel strategies — which have made things more complex, but also more interesting.
What emerging trends do you see shaping the future of fashion in the next five years?
Technology will play a crucial role in reshaping the industry — from augmented and virtual reality enhancing “phygital” experiences, to AI integration across all aspects of the business, from design to retail.
What role do data and analytics play in your purchasing decisions, and how are they balanced with the buyer’s intuition and experience?
I’d say analysis is essential. Studying past sales and current performance while keeping an eye on market trends is the key to creating the most accurate buying plan possible. Experience and intuition play an important role, but it’s crucial to start from a solid foundation. I recommend buyers spend time in stores, observing customer behavior and preferences, to make more informed decisions. Don’t limit yourself to the desk or the computer.
Can you tell us about a time when a buying decision didn’t go as planned? What did you learn from that experience?
Relying solely on numbers can sometimes lead to poor buying decisions. I recall an occasion when I made some wrong choices by focusing too much on the data and not fully considering that the product we had in stores wasn’t “the right product at the right time.” Luckily, my job allows me to interact with various figures within the company, which helped me recognize the mistakes and take quick action to address the situation. What I learned was to be more humble and open to listening to people who know the brand, the market, and the customers — even though the final responsibility always lies with you.
What advice would you give to someone aspiring to become a buyer in the luxury sector?
The job of a fashion buyer is fast-paced and demanding. It includes a wide range of tasks and requires close collaboration with many company departments. Beyond the technical complexities, the role also demands diplomacy and strong interpersonal skills. My advice is to prepare as much as possible at school by acquiring the necessary knowledge, as many other skills can be developed later on.
