Milano The School of Fashion

Creativity, a visionary mindset, cultural awareness and—at the same time—precision and mastery of digital tools: these are the skills of a fashion buyer must possess today. It is a multidimensional profession that demands advanced training to access a role that shapes fashion trends and significantly impacts how we dress. 

Discover the dynamics and opportunities of this fashion profession through the insights of two established industry experts. 

Who Is the Fashion Buyer? 

What does it really mean to be a fashion buyer? 

«They are the professionals who purchase collections or products for physical or online retail structures» explains Stefano Sorci, Fashion Buyer and Course Leader at Istituto Marangoni Milano. 

But what does this profession actually entail? 

«A buyer selects the most suitable collections and garments for stores,» explains Carlos Gago Rodriguez, Fashion Buyer, Art Director and Tutor at Istituto Marangoni Milano. «They may scout new brands, curate selections for multibrand boutiques, or choose standout pieces from a single brand’s collection. It’s a true editing process: identifying what best reflects the store’s identity and meets customers’ needs.» 

It is a stimulating role that requires, as Rodriguez notes,«technical knowledge—including fashion, product knowledge, economics, design—combined with intuition, aesthetic sensitivity, the ability to anticipate trends and a deep understanding of consumer behaviour.» 

What Does it Take to Become an Excellent Buyer? 

What is the number one requirement? 

«You need to combine commercial savvy with an eye for aesthetics, as well as strong planning and merchandise management skills» says Stefano Sorci. 

The ideal buyer balances logic with emotion. 

«They must have great aesthetic sensitivity and a solid cultural background, allowing them to interpret trends and understand their medium and long-term relevance. But that alone is not enough» continues Rodriguez. 

«They must also approach the merchandise mix with clear logic: deciding what to combine and how to communicate a vision through products. The buyer is like a conductor—brands are the instruments that must play in harmony.» 

A Telling Anecdote  

A multibrand buyer sensed that Moon Boots could evolve from technical gear to a fashion staple after visiting several showrooms. The sell-through was extremely high, with city dwellers pairing them with vegan fur coats. Three seasons later, as interest faded, the buyer quickly reduced orders. 

«It’s a perfect example of the importance of intuition, observation and analytical skills» notes Rodriguez. 

Culture and AI: A Buyer’s Tools 

To stay constantly informed and understand society’s evolving aspirations and tastes, buyers must immerse themselves in art, cinema, exhibitions, and the history of costume. 

«Without a refined sense of aesthetics, a buyer risks becoming purely technical—and ultimately irrelevant» warns Carlos Gago Rodriguez.   

At the same time, technical skills are indispensable. 

«It’s essential to master digital tools—many buying platforms now integrate Artificial Intelligence» notes Stefano Sorci. 

An International and Ever-Evolving Career  

Fashion buyers are in demand across multibrands, department stores, e-commerce platforms and brands themselves, which often seek their insights. The role is global: travel, trade shows, salons, and Fashion Weeks are standard, making adaptability and curiosity essential. 

Career advancement can be swift—from Buyer to Buyer Manager, and eventually to Buying Director or Coordinator. 

A Fashion Buyer’s Typical Day 

Intense, dynamic, and highly varied. 

During sales campaigns, buyers juggle showroom appointments, analyse data from previous seasons, review new collections, make pre-selections, and define size ratios, quantities and colourways. 

Throughout the year, buyers monitor product performance, conduct quantitative analyses (budget, average transaction value) and qualitative analyses (intuition, creativity, trend perception), search for new brands when needed, and plan merchandising strategies. 

ALL THE QUESTIONS YOU MAY HAVE 

Does the fashion buyer create trends or interpret them? 
They detect and interpret them, adapting them to their professional context.  

Is it hard to find a job? 
Not particularly, but hands-on retail sales experience is essential.   

Physical retail vs. online: what changes? 
The logic is similar, but the targets and geographical reach differ. In luxury, however, online does not replace the shop: you don’t just sell clothes—you sell ideas, identity, experiences. The physical store remains at the heart of the relationship.   

How important is networking, especially on social media? 
Absolutely. Today, networking is a key tool for spotting trends and engaging with the community. 

Which educational paths are most suitable, and which skills are essential? 
A background in Fashion Management is an excellent foundation, but it must be paired with specialised, sector-specific training. 

Essential skills include recognising materials and manufacturing techniques, understanding garment construction, and assessing product quality.