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The Ateliq thesis · Essay 7 of 8 · 3 min read // 01

Ateliq by role

Every role in a fashion company gets back the hours it spends preparing, and keeps the decisions that make the brand. Each row below says what the agents take off that role, what the person still decides, and one thing they might ask Orvane.

Design, merchandising and buying

Role	What Ateliq's agents take off them	What they still decide	Ask Orvane
Designer	Sketch to design, prints, colourways, material swaps, tech flats and tech-pack text; demand-led concepts every Tuesday	What is on brand, what gets sampled	"Turn this sketch into three colourways in our festive palette and draft the tech-pack text."
Design head	Up to three design directions every Monday from trends, best sellers, fit, asks and votes; concepts tested on the mirror	Which directions and concepts go forward	"Which concepts got the most votes in Bengaluru stores this month?"
Merchandiser	A Monday brief on attribute performance, size curves, broken sizes, moves, reorders and markdown candidates	Every move, reorder and price change; Ateliq moves nothing	"Which sizes broke first in our top 20 kurtas last month, by store?"
Planner	The "asked for, not carried" feed, grouped by phrase and store, pushed to planning	The plan	"Send me last month's asked-for-not-carried list for Mumbai, by colour and fabric."
Buyer	A Monday competitor brief from Myntra, AJIO and Flipkart	What to buy, from whom, at what price	"What did competitors launch in co-ord sets under ₹3,000 this week?"

Catalogue, content and marketing

Role	What Ateliq's agents take off them	What they still decide	Ask Orvane
Catalogue and e-commerce manager	Tags from photos every morning; feed-quality gaps found	Every tag, and what goes live	"List products missing fabric or occasion tags, newest first."
Photographer and content producer	Studio, lifestyle, on-model and editorial shoots, cut-outs and short clips; the piece is never changed	What is on brand; every shoot is approved	"Shoot these three lehengas on a model in a haveli courtyard, plus cut-outs."
Marketing head	A weekly lookbook, posts tied to live offers, and next week's calendar	What goes out	"Draft next week's calendar around the wedding-season initiative, in-stock pieces only."
Social media manager	Post drafts tied to what is selling	Final copy and timing	"Write three captions for the festive drop, one for Hindi-speaking audiences."
CRM and clienteling lead	Follow-ups for opted-in shoppers who tried and didn't buy, without ever seeing their name or number	The programme, templates and consent rules	"Draft a follow-up for shoppers who tried bridal sets and didn't buy."

Stores

Role	What Ateliq's agents take off them	What they still decide	Ask Orvane
Store manager	A weekly report for their own store; "Call a stylist" alerts with wait times	The floor, who serves whom	"What did shoppers ask for last week that we didn't have?"
Store associate and stylist	Answers, finding pieces and completing looks from live stock; a hand-off code credits them	The fitting, the advice, the close	The shopper asks the mirror; the associate gets the alert
Visual merchandiser	Approved city trends and initiatives to feature; the shop-window loop	The display itself	"Which trends are approved for Delhi this week, and which in-stock pieces match?"
Jewellery counter staff	Pricing from today's rate, HUID facts, bridal sets in one tap	The sale, any discount within policy	Head office confirms today's gold rate; every counter prices from it

Leadership

Role	What Ateliq's agents take off them	What they still decide	Ask Orvane
Head of retail and operations	An all-stores summary, "Ask your stores", alerts for quiet screens and stale catalogues	Store priorities and staffing	"Which stores have the lowest tried-to-bought rate this month, and why?"
CIO or CTO	Read-only connectors, locked writes, audit, kill switch, PII tokenisation, budgets	What connects, who has access, what each agent may spend	"Draft a read-only connector from our ERP's API spec for stock levels."
CFO	A 1 to 3 store pilot over about 12 weeks against a matched control store; per-agent budgets	The budget and the go or no-go	"What did each agent spend last month against its budget?"
CEO or founder	One AI workforce from trend to till, every public output approved	Strategy and brand	"Summarise what our stores heard from shoppers this month, and what we did about it."