James Barron is a fashion buyer. With over 13 years at ASOS, and previous roles at Envy, Moss Bros, M and S, and Arcadia, there’s little James doesn’t know about either buying third party brands in or product development of own brand fashion. Hit PLAY to hear: James’ eCommerce journeyThe Importance of Understanding the Customer’s Persona in BuyingTips for Successful Buying In Brands and Products for Your eCommerce StoreAdvice on Developing Your Own ProductsCollaboration Between Merchandising and BuyingA Final Word on BuyingPlus, James’ top tips! Key timestamps to dive straight in: [03:36] Online buying offers more product options. [07:51] Understand customer, adapt sales, follow for rewards. [11:50] Build diverse brand portfolios, adapt to trends. [15:01] ASOS offered variety and convenience online. [18:31] North Face improved women's wear, increased market share. [22:08] Collaboration between buyer and merchandiser is essential. [24:24] Importance of exit margin over intake margin. [26:09] James shares his Top Tips! Access our notes here: https://ecmp.info/475 Contact SHOPLINE >>> https://ecmp.info/shopline Book your Super Payments Demo >>> https://ecmp.info/super Get all the links and resources we mention & join our email list at https://ecmp.info Love the show? Chloe would love your feedback - leave a review here: https://ecmp.info/review or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: https://ecmp.info/sponsor This podcast uses the following third-party services for analysis: Podsights - https://podsights.com/privacy