Behind every fashion product, collection, or storefront, there’s an ambitious designer, buyer, merchandise planner, wholesale or e-commerce manager who has spent years arming themselves with a unique set of skills. And for every one of these fashion industry experts, there’s an inspiring career journey.
In Style Arcade’s Fashion Career Series, we leverage our passionate network to go beneath the glamour of fashion’s most sought-after roles—and take a seat with the people whose hard work and dedication are shaping the future of retail.
Meet Jaimee Pritchard, Head of Merchandising Planning at MESHKI, the Australian DTC powerhouse label known for its bold, feminine, and empowering collections. With extensive experience across some of the UK’s biggest retailers, Jaimee offers her insights behind balancing data with gut instinct, merchandising for a social media-driven customer, and her essential leadership advice.
Tell us how you came to be Head of Merchandise Planning at MESHKI. Did you always know you wanted to work in fashion?
My path into fashion started with my Grandma Stella, she made clothes for me and my siblings and taught me that fashion is a form of art and expression. From a young age, I was always testing boundaries with my style, with probably more misses than wins back in the day. I went on to study Fashion Buying and Merchandising at London College of Fashion, and early on, I realised I was more drawn to the planning element of fashion rather than the buying side.
After gaining experience in a few different planning roles in the UK, I was brought on at MESHKI to steer the strategic assortment into a new direction by elevating us into the affordable luxury space.
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What gets you excited about your role at MESHKI?
Working with incredible like-minded people. MESHKI is in a phase of rapid growth, and that momentum is fuelled by a constant stream of innovative ideas from across the team. Every day brings something new!
MESHKI won Best Online Fashion Retailer of the Year at the 2024 Online Retail Industry Awards, congrats! How would you say merchandising and assortment planning contributed to this?
Thank you! It’s a huge team win.
We work on building in-depth assortment plans so that our product mix is always aligned with what our customer wants, before they even know they want it. It’s all about storytelling when it comes to assortment building, which we then work with all departments to bring the concept to life.
What would you say is the most crucial aspect of merchandising, especially at a DTC retailer like MESHKI, where you deal with a vast amount of SKUs?
Prioritisation and life cycle management. With so many SKUs and a diverse customer base, the most critical skill is knowing where to focus, what to scale, what to trial, and what to let go. It’s about marrying the numbers with a deep understanding of your brand and customer, so you’re making decisions that are not only data-backed but also brand-aligned.
How do you balance product data with your gut instinct for best-sellers?
It’s definitely a dance between art and science, and my methodology is pretty simple when it comes to Assortment Planning: The five ‘W’s; Who are you planning for, What are you planning for, Where are you planning for, When are you planning for and Why are you planning for it?
Whilst data gives us clear indicators, experience and instinct still plays a big role, especially when we’re launching new categories. We focus on staying open-minded, fostering a collaborative approach across the buying, design, and planning teams to ensure we’re always making well-rounded, informed decisions.
MESHKI has such an engaged social media audience. How does this influence merchandising decisions?
Hugely. Our audience tells us what they love, what they want more of, and what’s trending in real time. It’s a goldmine of insight.
We recently launched Design a Dress with our customers, along with Feedback Fridays, where we ask our community what they want to see more of. It’s been a game changer for planning, allowing us to co-create with our audience and ensure our assortment truly reflects what they’re looking for.
How would you describe yourself as a leader—and where do you take your leadership inspiration from?
My approach has always been to focus on empowering my team. I’m a big believer in creating space for everyone to think on their own, whilst always guiding and teaching them. Some of my proudest moments in my career have been watching my team grow in confidence and truly own their work.
My greatest inspiration comes from my parents, brother, and sister. They constantly remind me not to take life too seriously, which helps keep me grounded. It’s easy to get caught up in work, but that intensity can sometimes affect your leadership. Being able to pause, share a moment with those around you, and enjoy the present can have a powerful, positive impact on your team.
What do you look for when you’re hiring a merchandise planner—what traits do you think are essential to the role?
Above all else, I look for someone who aligns with the team’s dynamics and values. I genuinely believe that kindness and compassion can take you further than technical skills alone, especially in a collaborative environment like ours.
From a planning perspective, I look for someone who’s not only analytical but also commercially sharp, with a creative and forward-thinking approach to their work. Someone who’s naturally curious, asks thoughtful questions, and isn’t afraid to challenge the status quo. Adaptability is also crucial, fashion and consumer demand are constantly evolving, and planners need to stay agile while keeping the bigger picture in mind.
Fashion month just wrapped, what were your favourite trends or shows from the fashion capitals?
I absolutely loved Catherine Holstein’s Khaite AW collection; those exaggerated knits, the grey neutrals, and the classic trenches were stunning. Saint Laurent's power suiting also caught my eye, I’m here for the return of BIG shoulder pads in the workplace!
Sarah Burton’s Givenchy debut was another highlight for me, her celebration of women was so empowering. And, of course, the Schiaparelli show was a true artistic masterpiece that everyone’s been talking about.
And finally, how do you stay motivated and keep burnout at bay?
I stay motivated by making time for family, friends and exercise. I think it’s so important to pause and step away from work; doing so helps reset my mindset and often sparks more innovative thinking.
Celebrating the small wins with my team is another key motivator. It keeps us connected to our purpose and reminds us of the impact we’re making every day.
