How do you actually build a luxury bag assortment that sells — not just one that looks good?

I broke it down into a 5-role framework after analyzing 30+ designer brands for TRÉSORI:

🔹 The Volume Engine (e.g. Michael Kors) — drives traffic & first sales 🔹 The Catalogue Anchor (e.g. Dolce & Gabbana) — buys your store credibility 🔹 The AOV Driver (e.g. Versace, Gucci, Prada) — low volume, high margin, quietly carries revenue 🔹 The Evergreen (e.g. Furla, Tory Burch, Coach) — non-seasonal, dependable base layer 🔹 The Statement (e.g. Balenciaga, Jacquemus) — content fuel, not volume — builds identity, feeds social

Most stores stock what they love. The ones that actually convert assign every brand a job.

Weighting that works: ~70% Engine + Anchor as the backbone, then Evergreen base, AOV drivers, and a handful of Statement pieces for identity.

Building this out for my own luxury e-commerce brand, TRÉSORI, right now. Happy to talk through merchandising strategy if you're planning a luxury or DTC store launch.