What The Best Merchants Do

Exceptional retail merchants possess these three traits:

1. They know who their customer is. Thus, they know how to serve them with the product they want.
2. They know how to curate a product assortment that drives full-price sales.
3. Possess a thorough understanding of the value of the product assortment to the P&L

Deviating from these equates to merchandising malpractice.