Merchant to Merchant.

Dean Schofield is a merchandising architect who helps footwear and apparel brands build the repeatable playbook that drives profitable, predictable growth.

He spent 24 years at Nike in merchandising leadership, general management, and P&L ownership across global markets — working across footwear, apparel, and accessories in roles that spanned individual contributor to regional executive. He has led teams, owned seasons, managed complex product portfolios, and navigated the full arc of a merchandise career at one of the most demanding organisations in the industry.

That experience taught him something important: most merchandising teams don't have a talent problem. They have a structure problem. The work is scattered, the decisions are debated from scratch each season, and the knowledge lives in people's heads rather than in a system. Without a shared merchandising strategy, nothing compounds. The work starts over with every season.

Chicane Advisory was founded to fix that. The Merchandising Playbook Accelerator distills 24 years of hard-earned insight into one clear, repeatable architecture — the Chicane Merchandising Architecture — and builds it into a team-owned strategy and playbook. The result is a merchandising team that operates to a rhythm: confident, aligned, and building momentum with every season.

The conversations Dean has are peer-to-peer, not pitch-to-client. If this sounds like your team, he'd welcome the chance to talk.