Business Overview — Essentials by Briannah

The Merchandising Mind
Your Brand Has Been Missing.

A fractional merchandising practice bringing luxury-level merchandising intelligence to independent and emerging fashion brands — powered by AI.

AI-Powered · Fractional · Fashion-Native
Positioning

The One-Liner

“
Essentials by Briannah is a fractional merchandising practice that brings luxury-level merchandising intelligence to independent and emerging fashion brands — powered by AI, guided by 8+ years inside the industry.
Briannah Ashleigh  ·  Essentials by Briannah
The Problem

What's happening inside
most brands your size

Indie and emerging brands are making six and seven-figure buying decisions every season without a merchandising expert in the room. The results are predictable.

Only 40–60% of SKUs sell through at full price — the rest become markdowns

20–35% of revenue lost to markdowns and discounts every season

Bestsellers sell out in 2 weeks — leaving $100K+ in lost sales on the table

Slow movers tie up cash for months — capital that should be funding growth

Online stores feel like warehouses, not curated shops — bounce rates 50–70%

Founders buy on gut feel and social buzz — copying competitors, chasing trends

What We Do

Three core capabilities

We help fashion brands build leaner assortments, strike the right balance between core and trend, and improve sell-through while reducing deadstock and markdowns. Every buying decision is backed by data, ensuring the right products are purchased in the right quantities for the right season.

📊

Demand Forecasting

AI-powered SKU-level forecasts using your sales history plus real-time signals — TikTok trends, Google search data, seasonal patterns. Know what to buy before you commit capital.

🎯

Assortment Discipline

Tighter SKU counts. Better core vs. trend balance. Higher sell-through rates. Less deadstock. Fewer markdowns. The right product, at the right depth, for the right season.

🛍️

Digital Merchandising

Your online store merchandised the way a great physical store is — with curated edits, capsule logic, and product surfaces that guide shoppers to the buy and raise average order value.

Services

Three ways to
work together

Every engagement starts with a free 30-minute discovery call. We figure out which tier fits where your brand is right now.

The Assortment Audit

$3,500  ·  2-Week Engagement

Best for brands heading into a new season, carrying too much inventory, or unclear on why sell-through is underperforming.

  • Full SKU performance analysis
  • Sell-through breakdown by category
  • Category mix health score
  • Markdown rate diagnosis
  • Top 5 high-impact recommendations
  • Written report + 60-min walkthrough
Most Popular

Fractional Retainer

$3,000–$7,500/month  ·  Ongoing

Best for brands that want an ongoing strategic partner across every season. The equivalent of a part-time CMO.

  • 2 strategy sessions per month
  • Seasonal buy recommendations
  • SKU-level demand forecasting (AI)
  • Assortment curation guidance
  • Online store merchandising review
  • Performance dashboard access
  • Slack / email support between sessions

Seasonal Buy Strategy

$8,000–$18,000/season  ·  6–8 Weeks

Best for brands making a major seasonal buy who want expert oversight before committing capital.

  • Demand forecast by category + SKU
  • Open-to-buy (OTB) budget framework
  • Assortment plan + SKU count rec
  • Vendor buy recommendations
  • Digital merchandising plan
  • Post-season sell-through debrief

Coming Soon — Software Dashboard: Retainer and seasonal clients get early access to a proprietary performance dashboard tracking live SKU sell-through, category mix health, demand signals, and OTB vs. actual spend.

Business Impact

What results
look like

Based on industry benchmarks and comparable engagements in fashion retail merchandising.

Developing Brands  ·  $2M–$5M Revenue

Sell-through rate60% → 80%
Markdown rate25% → 10%
Markdowns saved~$150K/year
Stockout revenue captured+$100K/year
SKU count optimized200 → 120 SKUs

Scaling Brands  ·  $10M–$30M Revenue

Markdown rate30% → 20%
Profit saved annually~$1M+
New SKU adoption rate20% → 35%
AOV improvement$110 → $140
Cart abandonment reduction−15%
About

8+ years inside fashion's
most demanding buying rooms

Briannah Ashleigh

Briannah Ashleigh

Experience
8+ Years in Fashion Merchandising
Brands
Calvin Klein · Juicy Couture · Kenneth Cole · Wrangler · Realtree · Off-White
Specialties
Demand Forecasting · Assortment Planning · Digital Merchandising · Open-to-Buy
Clients Served
Indie DTC to Mid-Market Growth Brands ($2M–$40M)
Based
Available remotely across the US

I've spent over 8 years in the fashion industry working inside some of the most demanding merchandising and buying environments, including brands such as Calvin Klein, Juicy Couture, Kenneth Cole, Wrangler, Realtree, and Off-White. Across these roles, I've seen how the right merchandising decisions can define a season, and how the wrong ones quietly erode margin long after the product has launched.

Most independent and emerging brands don't have access to that level of merchandising expertise. Instead, they're making buying decisions based on instinct, social media, or incomplete data. The impact shows up in overstock, missed demand, and capital tied up in the wrong product.

Essentials by Briannah was created to close that gap. I work as a fractional Chief Merchandising Officer, bringing enterprise-level merchandising intelligence — powered by AI tools and modern planning systems — to brands that want to operate with the discipline and precision of the industry's leading players, without the overhead of a full in-house team.

If you're a founder ready to move from intuition-led merchandising to a more intentional, data-informed merchandising strategy, let's talk.

Market Position

Where we sit in
the competitive landscape

No competitor currently occupies the same combination of credentials, AI tooling, and indie/growth brand focus.

Competitor Fashion Pedigree AI-Powered Consulting (not software) Indie/Growth Focus Digital Merchandising
Essentials by Briannah ✓ Calvin Klein · Juicy Couture · Kenneth Cole · Wrangler · Realtree · Off-White ✓ Yes ✓ Yes ✓ $2M–$40M ✓ Yes
Plan + Pivot Collective ✓ Yes ✗ No ✓ Yes ✓ Yes ✗ No
Toolio / Style Arcade ✗ No ✓ Yes ✗ Software only ~ Limited ✗ No
Stylitics / Lily AI ✗ No ✓ Yes ✗ Software only ✗ Enterprise only ✓ Yes
Big 4 Consulting ~ Some ~ Some ✓ Yes ✗ Enterprise only ~ Limited
Freelance (Upwork/Toptal) ~ Varies ✗ No ✓ Yes ✓ Yes ✗ No