Building for Everyone:
A Merchant's Perspective
In this Behind the Design series, we're talking with the associates behind the launch of Lane Bryant's Genius Jeans to hear their reflections on what it's like to work on a game-changing product that embodies the brand's customer-centric, solution-based design approach.
Introducing: Leah, Director of Merchandising for Pants & Denim at Lane Bryant
In the ever-evolving world of retail, anticipating future customer needs is key to shaping a successful merchandising strategy. Leah's day-to-day involves setting the strategy in the pants and denim category to deliver the right products at the right time.
We asked Leah to take us behind the scenes of Genius Jeans from a merchant's perspective.
Tell us about your role and team.
As Director of Merchandising for Pants & Denim, I am responsible for driving the strategy from both a product and financial perspective. In merchandising, we work with a variety of cross-functional team members: planning, allocation, sourcing, design, tech design, marketing, and more. It is a fast-paced, collaborative, and rewarding role, where the customer is always at the forefront of what we do and the decisions we make.What was it like working on the launch of the new Genius Jean?
Working on the launch of the new Genius Jean was a true collaborative effort across many different teams. We stayed in constant communication, focused on fit, pricing, marketing, and more.
"Working closely with our cross-functional team to craft an assortment of great product that our customers will love is truly a fulfilling part of what we do."
How did you approach building the retail assortment for this launch?
The Genius assortment is built on her favorite leg shapes in a great range of washes. Straight-leg, bootcut, wide-leg, and skinny-leg shapes are the customer’s favorites, and the assortment reflects that. In spring, Genius was offered in shorts, pedals, and capris. There is truly something for everyone, all at a great price.
What excites you about the work you do at Lane Bryant?
I love to see how the product comes to life in our stores and online. Working closely with our cross-functional team to craft an assortment of great product that our customers will love is truly a fulfilling part of what we do.
What advice would you give to someone starting or growing a merchandising career?
The customer always comes first. As a merchant, you drive the strategy that is in service to what the customer wants. Always make sure to stay curious, stay focused on what the financials and data are telling you, and stay ahead of new ideas and trends to support a well-rounded assortment.
More to explore
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Lane Bryant's Denim Designer Shares Customer-First Philosophy
Kelsey shares how she found her passion for denim design, what makes Lane Byrant denim unique, and why Genius Jeans are, well, genius.
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Lane Bryant's Technical Designer Talks Following Her Passion
From pattern work to garment construction, Rachel is shaping product solutions for the fit and function of our denim line—Genius Jeans.
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Lane Bryant Associates Pedal for a Purpose
For the last 13 years, associates at Lane Bryant have proudly joined thousands of riders and volunteers in support of Pelotonia's mission.
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