Anissa Draa-Fjer

As a recommended expert in product and buying strategy by the Fédération du Prêt à Porter Féminin, I help independant and emerging brands strengthen their collections, sharpen their market positioning, and boost their commercial performance. With 15 years of experience in the fashion industry, I guide brands in building cohesive, desirable, and profitable assortments - always with an eye on creativity, business impact, and sustainable growth. My mission : help brands turn their vision into meaningful collections that stand out in today's market.

- Strategic advisory for international retailers and independent brands in buying, product strategy, assortment planning, and market repositioning. - Developed the assortment strategy and curated the Home & Design offer for a leading international department store (80 premium & luxury brands). - Recognized by Fédération Française du PAP as an expert in brand and buying strategy. - Lecturer in top fashion schools (buying strategy, fashion marketing, brand development).

- Teach fashion marketing, buying strategy and brand development to Master students. - Design and deliver courses, case studies and interactive workshops. - Support students in developing industry-ready skills aligned with fashion market needs.

- Spearheaded the launch of Printemps.com, defining women’s RTW, footwear, and accessories strategy, curating 100+ international luxury brands. - Developed exclusive brand partnerships & capsules, strengthening brand positioning and customer loyalty. - Implemented an omnichannel buying strategy across 14 stores and e-commerce. - Drove niche curation at Printemps Haussmann through the L’Endroit concept. - Negotiated budgets (OTB) and managed commercial targets seasonally.

- Defined the Luxury BU business strategy across multiple geographies and customer segments. - Led and coached a team of 10 curators, improving sell-through and optimizing assortment relevance. - Designed sourcing, pricing, and merchandising guidelines for faster growth

- Coordinated buying of collections (RTW, leather goods, footwear, accessories). - Defined budgets and OTB strategies aligned with brand positioning. - Conducted performance analysis and competitor benchmarking to optimize stock.

- Coordinated visual merchandising activities accross 60 stores in Europe & Middle East (retail & wholesale) - Managed store openings VM rollouts in partnership with Architecture & Retail Operations (zoning plans, props, simulations). - Designed and implemented VM guidelines for collections, launches & fashion shows.

- Oversaw visual merchandising for 30 stores in France, Benelux, Monaco. - Coordinated Fashion Week set-ups in Paris, Milan, London. - Delivered VM guidelines, openings and training for in-store teams.

- Managed VM SaaS projects for 50+ luxury brands (Chanel, Armani, Givenchy, Cartier). - Built visual guidelines, planograms & 3D simulations for international rollouts. - Trained worldwide VM managers on digital merchandising solutions.

- Managed RTW, Shoes & Jewelry departments at Printemps Haussmann - Conducted collection buying, sales development & team management. - Supported the opening of new boutiques (Leather Goods & Jewelry).

- Developed international CRM & Loyalty tools ( Very Dior Magazine, clients campaigns). - Coordinated 22 global communication tools accross skincare, make-up & fragrance. - Led agency briefing, budget follow-up and market analysis.