From Selfridges to Net-a-Porter: Insights from a Retail Buyer

In the world of fashion retail, buyers play a crucial role in determining what brands and items make it onto store shelves. To get an insider's perspective, we recently had a conversation with Thea, a seasoned fashion buyer whose career journey spans from Selfridges to Net-a-Porter. Thea has a wealth of experience and insights into fashion buying and retail, which she generously shared with us.

A Passion for Fashion: Thea's Early Beginnings

Thea's passion for fashion started at a young age, influenced by a V&A exhibition on haute couture that she attended as a teenager in North Wales. This experience ignited her interest in fashion, leading her to devour magazines and develop a keen interest in textiles and art at school. This early fascination laid the foundation for her future career in fashion buying.

The Journey Begins: From London College of Fashion to Selfridges

Determined to pursue a career in fashion, Thea moved to London to attend the London College of Fashion, where she studied fashion management. During her coursework, she secured a placement at Selfridges, gaining invaluable industry experience. After graduating, she returned to Selfridges, starting in the menswear department. Over the next six years, she worked her way up through the buying team, eventually transitioning into womenswear.

Expanding Horizons: From Net-A-Porter to LN-CC

Eager to gain more online retail experience, Thea transitioned to Net-A-Porter, where she focused on women's contemporary ready-to-wear for four years. She then broadened her expertise by moving to LN-CC, where she worked in the lifestyle category, which includes a wide range of products from eyewear to homeware.

The Evolving Landscape of Fashion Buying

Thea explained that the process of onboarding new brands has evolved over the years. While trade shows were once a significant avenue for discovery, social media platforms like Instagram and TikTok have become essential tools for finding fresh talent. Thea emphasized the importance of building relationships in the industry, noting that sometimes the best recommendations come from trusted contacts and showrooms.

When discovering new brands, Thea looks for strong imagery and cohesive aesthetics. She believes that having a robust direct-to-consumer business demonstrates that a brand understands its customer base. Moreover, press and visibility through influencers and editorial features can significantly boost a brand's appeal.

Getting Noticed: The Art of Pitching to Buyers

Getting a buyer's attention can be challenging. Thea advises that brands need to have a compelling story and ensure that their lookbooks and promotional materials are of high quality. She prefers receiving pitches via email with detailed lookbooks and line sheets to assess both the visuals and the pricing.

Trends and Sustainability: Navigating Modern Fashion Retail

While trends play a role in fashion buying, there's a growing appreciation for seasonless, timeless pieces. With increasing awareness around sustainability, customers are becoming more conscious of their purchases, seeking quality over quantity.

Sustainability has become a pivotal factor in fashion retail. Thea stressed that modern consumers, particularly Gen Z, value brands that make genuine efforts towards sustainability, including responsible manufacturing processes and initiatives that support local communities.

Advice for Emerging Designers

For emerging designers looking to get their products into retail stores, Thea emphasized the importance of staying true to their brand DNA. She advised designers to focus on building strong relationships in the industry, understanding their customer base, and being strategic about where their products are placed to avoid market saturation.

A Journey of Passion and Persistence

Thea's journey from a small town in Wales to major fashion hubs like Selfridges and Net-A-Porter serves as an inspiration for aspiring fashion buyers and designers. Her insights into the industry highlight the importance of passion, persistence, and adaptability in the ever-evolving world of fashion retail.

Are you inspired by Thea's journey? Share your thoughts in the comments below. 

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