Every buyer has heard it — “Be more commercial.”
But what does that actually mean?
In this episode, Elisabeth breaks down one of the most misunderstood phrases in fashion buying.
She explains how being commercial isn’t about losing creativity — it’s about understanding the why behind what sells, and using that insight to make your creativity more powerful.
Drawing on her 25+ years in buying and her experience training global fashion teams, Elisabeth shares:
Why commercial thinking starts with curiosity, not spreadsheets.
The 3 commercial pillars every buyer should master
How to read the story your sales data is telling you.
And how commercial awareness builds the confidence that drives promotions.
Whether you’re early in your buying career or ready to step up into leadership, this episode will help you see how creative and commercial thinking work together — not against each other.
“Commercial” = curiosity + clarity + connection.
Your numbers aren’t judgement — they’re feedback.
When you can explain your decisions with evidence, people listen differently.
Understand what being “commercial” really means.
Build confidence interpreting buying reports and KPIs.
Learn how to balance creativity with commercial success.