Emilie Miquelestorena

Example projects:

• Redesign of the store experience and merchandising for fashion brand Benoa.

• Development of merchandising strategy, creation of a franchise book and a signage book for motorcycle equipment brand Motoblouz.

• Creation of displays, communication materials, and merchandising recommendations for Bureau Vallée leather goods brand and a Grab&Go food chain.

• Design of the customer experience for pop-up stores and opening of the first "Café de la Rose" for Lancôme in Travel retail.

• Analysis of points of sale, data, and customer experience improvement strategies for kitchen, fine food (Olivier&Co), garden, and apparel retailers...

• Assortment audit and development of recommendations for fine food retailer Papilles& Paillottes.

• Facilitation of training sessions and conferences: LSA, Shop!, Union de la Bijouterie et Horlogerie, Journal du Négoce, Smart Shopper...

Managed an upstream team (8 people) and a downstream team (12 people) for a network of 360 stores in FR/IT/ES/PO/BE/LUX/CH/DE/AT.

- Defined the brand's presentation standards to maximize desirability and profitability of the offering in line with the brand's strategy.

- Analyzed and maximized performance through the creation of product/service/brand message enhancement systems consistent with the 360° marketing vision.

- Identified new needs for furniture, signage, in-store displays (ILV/PLV), etc., and designed solutions that met customer expectations and aligned with the store concept's coherence.

Managed 2 people.

- Created merchandising guidelines for all departments: Apparel, Lingerie, Bridal, and Home.

- Formalized the weekly merchandising newsletter (150 stores in FR and International).

- Redefined merchandising presentation standards for Apparel, Bridal, Home, Pricing/Signage, and Checkout areas, and developed related guidelines.

- Participated in the construction and calibration of the upstream offering based on linear capacity, sales potential, and store categories.

- Analyzed the impact of merchandising actions and implemented corrective measures.

- Supported and supervised store openings: plans, materials, layout files, and control visits.

- Introduced and referenced new furniture.

- Organized semi-annual store conventions and supported events related to designer collaborations (stands, pop-up stores...). Specialist in Home.