WWD Series: Alix Morabito

February 28, 2022
Alix Morabito
Director of trade marketing et special projects, Galeries Lafayette

How did you become a buyer?
During my business degree, I started to work in an advertising company. Then I decided to complete my studies with a Master in fashion business at the Institut Français de la Mode. At that point, I wanted to work in a “multibrand structure” and my dream job was buyer mixing business, product, market understanding and marketing approach. 

How has the business of buying evolved since you started? 
The market has evolved a lot with “retailization” and the direct-to-consumer approach. The strength of product’s marketing and the development of drops. Digitalization. The increase of major players and the market breaking up into small DTC actors. All these evolutions impacted our job progressively.

What’s the most rewarding aspect of your job? 
There are many satisfying aspects: launching brands, following the results; observing the evolution of the market, adapting our offer strategy; building our new floor plan, managing negotiations.

What advice would you give a brand keen to attract retail attention?
To be precise on their customer targets and brand positioning on the market.
To have a singular identity and communication.
To integrate the sustainable angle that is mandatory today.

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