What does a Buyer actually do?

We continue our search through the most emblematic professional figures of the fashion system.

After having investigated the daily activities of a booker, a stylist and a PR, this month we dive into the mysterious universe of buyers – those who determine which items will go on sale within your favourite boutiques. In order to do this, we contacted Danny Stienen, Antonioli’s buyer based in Milan.

From his passion for Raf Simons to his idea of fashion in 2016: everything you need to know about him is in this interview.

#1 Hi Danny, can you tell us about your background? How did you become a buyer?

Before moving to Italy I studied journalism in Antwerp and worked part time in a high-end fashion store. In 2010 I came to Italy to attend an Italian course and started working part time as a shop assistant at Antonioli. My background is defined by a strong passion for research, fashion and design since I was adolescent.

#2 Tell us about your daily routine.

There is actually no routine in my work. I could tell you that I drink coffee every morning and I try to go to the gym every night, the ‘where’ is that changes. Following the major fashion weeks around the world, I find myself in different cities for several periods a year.

#3 What is the most exciting part of your job?

Surely the fact that I can travel a lot. Travelling for research is the thing that inspires me the most, which leads me to learn about cultures, people, and new brands to bet on. Secondly, I would say attending fashion shows, even if I’m not always able to see as many shows as I would like to.

#4 Is there a particular brand that stole your heart lately?

My latest surprise was Vetements, which seeks to radically change the fashion system. For years now, however, I have cultivated a deep love for Raf Simons, who continues to amaze me collection after collection.

#5 What are the characteristics a brand should have to make it in fashion in 2016?

Being original and not following anyone. Creating its own identity, even if absurd, to differentiate itself from the others and become immediately recognisable.

#6 Which are the elements to take into account when choosing an item or a collection to sell in store?

There are many factors that can determine a choice: the facility of sale, the image or simply my love for it. But of course they are all well thought out choices.

#7 Can you reveal us the secrets for being a good buyer?

Being open-minded and trying to reach things before the others.

#8 Which advice would you give to the young people approaching this profession?

Be humble, be able to accept criticism and question yourself to grow professionally.

#9 Is there a city you would like to live in apart from Milan?

Certainly Seoul. It has a spirit and an energy only few other cities have.

#10 If you weren’t a buyer you’d be...

A driver: I own all licenses, including the one for trucks and buses with trailers. 

Cover photo @Julien Boudet