Alice Krasley
New Albany,OH
Summary
Strategic merchandising leader with extensive experience driving global apparel portfolios. Successfully developed seasonal strategies that generated $120M in sales while optimizing inventory and enhancing cross-functional collaboration. Expertise in translating consumer insights into profitable product assortments aligned with market trends and financial objectives.
Overview
21
21
years of professional experience
Work History
Senior Merchant, Canada & Global Franchisees
La Senza Lingerie
Columbus, OH
06.2023 - Current
- Lead end-to-end merchandising strategy for a $120M global portfolio spanning Canada, the Middle East, and Southeast Asia.
- Develop seasonal merchandise strategies and consumer-focused assortments across bras, panties, and sleep categories, balancing regional market needs, fashion trends, and financial objectives.
- Lead seasonal line reviews and present assortment strategies, financial results, and business recommendations to executive leadership.
- Partnered with Merchandise Planning to optimize forecasting, inventory investments, open-to-buy, pricing strategies, and gross margin performance across product lifecycle.
- Collaborate with Global Design teams in Paris and regional design partners to translate consumer insights and market trends into commercially successful collections while maintaining brand consistency.
- Utilized sales analytics, consumer insights, and competitive intelligence to identify growth opportunities and enhance category performance.
- Managed strategic relationships with international franchise partners, aligning assortments, pricing, and merchandising strategies with regional market objectives to drive market success.
Merchant, North America & International
La Senza Lingerie
Columbus, OH
01.2021 - 06.2023
- Managed merchandising activities across bras, panties, and sleep categories, enhancing assortment strategy and optimizing product selection and inventory performance.
- Analyzed sales trends, customer insights, and market data to develop targeted product recommendations that align with commercial objectives.
- Partnered with vendors on pricing, product development, delivery timelines, and production execution.
- Managed purchase orders, inventory levels, replenishment strategies, and seasonal product flow.
- Collaborated with planning teams to optimize inventory investment and improve category performance.
- Supported promotional strategies, markdown decisions, and end-of-season analysis.
- Conducted competitive research and trend analysis to identify assortment growth opportunities that inform strategic decision-making.
Merchant, Women’s Bottoms & Outerwear
Catherines Plus Size
Columbus, OH
06.2016 - 07.2020
- Managed category merchandising strategies for women’s apparel, driving assortment development, seasonal planning, and optimizing financial performance.
- Analyzed sales performance, customer trends, and inventory productivity to drive assortment decisions.
- Collaborated with design, sourcing, and planning teams to create customer-focused product assortments that align with market trends.
- Managed vendor relationships and supported negotiations related to product cost, delivery, and quality.
- Formulated seasonal strategies to enhance sales growth, achieve margin objectives, and increase customer engagement.
Associate Merchant, Active
Catherines Plus Size
Philadelphia, PA
06.2012 - 06.2016
Assistant Merchant – Women’s Private Label
Fashion Bug
Philadelphia, PA
06.2011 - 06.2012
Assistant Merchant – Men’s Tees FOA
Ralph Lauren
Lyndhurst, NJ
11.2010 - 06.2011
Assistant Merchant – Private Label Collection
QVC
West Chester, PA
07.2009 - 11.2010
Assistant Merchant – Men’s Dress Shirts & Wovens FOA
Ralph Lauren
Lyndhurst, NJ
10.2006 - 07.2009
Store Manager
Abercrombie & Fitch
Allentown, PA
09.2005 - 10.2006
Education
Bachelor of Arts - Political Science
West Chester University of Pennsylvania
West Chester, PA05-2004
Skills
- Merchandising strategy
- Category management
- Apparel buying
- Product development
- Sales and trend analysis
- Financial planning
- Pricing and margin strategy
- Inventory optimization
- Vendor and supplier management
- Global market strategy
- Cross-functional leadership
- Team development and mentorship
Systems And Tools
- Microsoft Excel
- Microstrategy
- Microsoft D365
- Flex PLM
Timeline
Senior Merchant, Canada & Global Franchisees
La Senza Lingerie
06.2023 - Current
Merchant, North America & International
La Senza Lingerie
01.2021 - 06.2023
Merchant, Women’s Bottoms & Outerwear
Catherines Plus Size
06.2016 - 07.2020
Associate Merchant, Active
Catherines Plus Size
06.2012 - 06.2016
Assistant Merchant – Women’s Private Label
Fashion Bug
06.2011 - 06.2012
Assistant Merchant – Men’s Tees FOA
Ralph Lauren
11.2010 - 06.2011
Assistant Merchant – Private Label Collection
QVC
07.2009 - 11.2010
Assistant Merchant – Men’s Dress Shirts & Wovens FOA
Ralph Lauren
10.2006 - 07.2009
Store Manager
Abercrombie & Fitch
09.2005 - 10.2006
Bachelor of Arts - Political Science
West Chester University of Pennsylvania