Alejandra E. Martínez
Visual merchandising and brand environments for luxury retail.
I build the way a brand looks in the room: launches, store openings, pop-ups and the field teams who bring them to life. Most recently Visual Image & Merchandising Manager for Women's at Louis Vuitton Americas, after Chloé and Saint Laurent.
Selected work
Pop-ups, store openings and store reports for Louis Vuitton, Chloé, Saint Laurent and AllSaints. Select a project to see the photos and, where there is one, the full visual merchandising report.
Guidelines
The other half of the job: standards written so that every store, and every person in it, can get the presentation right without me in the room.
Full guidelines available to share on request.
Consulting
Available for project work with brands opening, expanding or launching in the Americas. I come in with a luxury standard and leave behind guidelines your team can keep running.
Store openings and renovations
Drawing review, fixture and millwork sign-off, prop orders, install, punch list and turnover.
Pop-ups and activations
Concept, zoning and production for pop-ups, pop-ins, trunk shows and client events.
Launch rollouts
Visual guidelines, field communications and timelines that get a launch right in every door.
VM standards and guidelines
Brand presentation standards and rollout expectations written for the teams who use them.
Field team development
Structure, training and coaching for regional VM teams, from new hires to directors.
Wholesale presentation
Shop-in-shop and department store presentation that holds the brand standard.
Tell me about the project, the timeline and where you are in it.
Start a conversationExperience
Twelve years across luxury and contemporary retail, from the sales floor to regional leadership.
I’m Alejandra Martínez, a visual merchandising leader with more than 12 years of experience turning brand vision into retail experiences across luxury and contemporary fashion. I believe the store is where a brand becomes real, where product, space, and storytelling meet the client. My work is building the strategies, standards, and teams that make that moment land at scale.
Most recently, as Visual Image & Merchandising Manager at Louis Vuitton Americas, I led visual direction for the Women’s universe, from full silhouette to beauty, fragrance, watches, and jewelry, across North America, Latin America, and Canada. I oversaw a field network of 120 visual merchandisers, partnered closely with central teams in Paris, and designed Women’s pop-ups and client experiences. I also guided product launches, store openings, and pilot programs from concept through installation.
Before Louis Vuitton, I managed visual merchandising and projects for the Americas at Chloé and led the West Coast visual program at Saint Laurent. I built my foundation at AllSaints, Sam Edelman, and Gap, including three years running a store. That experience still shapes how I work: I design for the teams who execute the vision and for the clients who experience it.
I’m known for clear, field-ready directives, a precise eye for detail, and a real commitment to developing talent. Mentorship is central to how I lead, especially supporting the next generation of women in fashion.
I hold a B.S. in Business Management from Cal State Fullerton and an A.A. in Fashion Design, Merchandise & Marketing from FIDM. I’m based in New York.