Drawing on decades of experience at the highest level of the industry, Jay will explore how strong narratives shape collections, connect with audiences and drive commercial success. From merchandising strategy to brand identity, this session reveals how storytelling sits at the heart of modern luxury.
Key themes include:
- Why storytelling is essential to brand value
- Translating creative vision into retail success
- Building emotional connections with customers
- Lessons from leading global luxury businesses
- Navigating long-term careers in fashion
Perfect for students interested in buying, merchandising, branding, or creative business, this talk offers practical insight into how strategy and storytelling work together in the real world of luxury fashion.
This is an interactive session, so bring your questions about careers in retail, brand strategy, or the future of luxury fashion — there will be time for discussion and shared learning.
Speakers
Jay Solanki is the Chief Merchandising Officer at Stella McCartney, with 25 years of experience in luxury retail. He specialises in brand storytelling, merchandising strategy, and building emotional connections with customers, offering students insight into how narrative and creativity drive successful fashion brands.
Visitor information
Address: Location: EB_M01, London College of Fashion, 105 Carpenter’s Road, London, E20 2AR – how to find us. Watch this video on how to get to LCF from Stratford tube station on the stories highlights on Instagram. Stratford is widely connected, on both the Central and Elizabeth tube Lines as well as via overground train and bus services.
Accessibility information:
For full details on building access and facilities at London College of Fashion (Carpenter’s Road), please see our AccessAble guide: Access Guide.
If you have any specific access needs, feel free to contact LCF directly. Taxi drop off is available for those with access needs; please see LCF’s website for more information.