"Those who have the goods in the store faster, those who have the goods always available, will be the winner."
Ask the Expert: Find out how Christoph Weller (CEO of Lacoste DACH and Scandinavia) sees the topic of in-season management and which role data-based and AI-based forecasts play in Lacoste's replenishment approach.
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Unlocking Competitive Advantage Through In-Season Management and AI: Insights from Christoph Weller
In today’s fast-paced retail environment, staying ahead of the curve requires more than traditional planning cycles. It demands agility, data transparency, and intelligent decision-making. For Christoph Weller, a forward-thinking leader in the fashion industry, in-season management is no longer a nice-to-have, it’s a business-critical strategy.
“In-season management is a very, very important topic for us,” Christoph begins. As customer expectations evolve and demand becomes increasingly real-time, the ability to react swiftly is becoming a key differentiator. “The demand increases more and more, and it gets closer,” he says. “Those who have the goods in store faster, those who have goods always available — those will be the winners.”
Christoph emphasizes that the consumer-driven retail model has fundamentally changed how merchandise flows. It’s no longer viable to simply “sell in and wait six months.” Instead, brands must be able to dynamically shape assortments in collaboration with consumers and the realities of local markets. This is where in-season management becomes a lever not only for inventory efficiency but also for brand relevance and profitability.
But it’s not just speed that matters, it’s intelligence. For Weller, the real power lies in data and AI-based forecasting. “Data is the basis for every decision we make,” he explains. “And with AI, we now have the opportunity to make forecasts that are faster, more precise, and more adaptive than ever before.” By investing heavily in data infrastructure and transparent reporting, Christoph’s team ensures they have a 360-degree view of performance, customer demand, and store behavior.
He makes it clear: AI-powered tools like Chainbalance play a pivotal role in this transformation. “Only with this technology can we ensure efficient merchandise management in the future,” he says. This isn’t just a matter of operational optimization, it’s a strategic direction for the entire business. Christoph sees AI as central to creating forecast accuracy, scalable efficiency, and inventory agility at a global level.
Moreover, Christoph underscores the importance of predictive analytics in making confident in-season adjustments. “Knowing what’s happening outside, and being able to react to that in real time, is only possible with the right data and forecasting tools,” he states. For him, it’s about moving from reactive planning to proactive decision-making, supported by smart systems and intelligent algorithms.
Looking ahead, Christoph is confident that the convergence of data, AI, and agile in-season planning will define the future of successful retail. “The more data we have, the better our outcomes,” he says. “Combine that with AI and analysis tools like Chainbalance, and I’m more than happy, that’s clearly the direction retail is heading.”
In an increasingly competitive and customer-centric market, Christoph Weller’s perspective highlights a clear path forward: leverage technology, embrace real-time responsiveness, and let data drive the business. In-season management is no longer optional, it’s a strategic imperative. Are you ready to get started? Start with Chainbalance Smart Replenishment.