I am Dana Dabagova, a retail consultant for fashion, luxury and premium brands. I join your company to fix store results, open new markets and carry brand values all the way to what clients live on the shop floor.
Results delivered leading retail networks
- Operating margin
- Export network, 15+ countries, in 8 months
- Revenue year on year
- Five international markets
- New store break-even
- Against 12 planned, new openings in Europe and the Gulf
- NPS
- 100+ doors across EMEA
Results delivered in retail leadership roles at premium and luxury fashion brands. Names are withheld for confidentiality.
From a single store's numbers to running the whole network. Every engagement starts with a diagnosis and ends with agreed indicators.
- Retail performance and store turnaroundKPI and P&L diagnosis, action plan and in-store coaching for full-price and outlet networks.
- Retail business development and expansionMarket and location choice, store business plan, local team and launch of new stores.
- Brand values and client experienceService standards, selling ceremony and team training, measured with clear indicators.
- Clienteling: method, training and appProfiling, targeted outreach and client rituals, with team training and a dedicated app.
- Fractional and interim retail directorPart-time or fixed-term leadership of the retail network, with direct responsibility for results.
- People: coaching and retail team developmentOne-to-one and group coaching, clear roles and development plans for the people who run stores and networks.
- DabryX HR: the app for store rotas, attendance and productivityRota planning, clocking, absences, time banking and per-store statistics in one platform.
I have held every role in the retail line: store manager, area manager, operations leadership and global direction of full-price and outlet networks. So I speak the language of the shop floor and of the boardroom.
2014 – 2016
Nike
Store Manager
2016 – 2023
Michael Kors
Retail Manager
Since 2021
Independent practice
Certified professional coach
2023 – 2024
Luisa Spagnoli
Retail Area Manager Export
Since 2024
Italian premium fashion brand
Global retail direction
First contact
You tell me what is happening. I reply within two working days and we set up a free 30-minute call.
Diagnosis
I look at the numbers and the stores, talk to the people who run them and bring you a clear picture: what is not working, why, and what to do first.
Proposal
You receive a plan with goals, timing, indicators and costs. You decide with everything in front of you.
Work on the ground
I join the company and the stores, next to your team, with monthly reviews of the agreed indicators.
Frequently asked questions
What kind of companies do you work with?
Fashion, luxury and premium brands and retailers with directly operated stores, outlets, department store concessions or franchise networks, in Italy and abroad. From a single boutique to a multi-country network.
How long does a project last?
A diagnosis takes two to four weeks. A turnaround or client experience project typically runs three to nine months. A fractional retail director engagement runs six to eighteen months.
How are results measured?
At the start we agree the baseline and the targets together: conversion, average transaction, margin, repeat purchase, NPS or other indicators that fit the project. We review them every month on the same dashboard.
Why are there no prices on the site?
Because they depend on network size, countries involved and duration. After the first call you receive a written proposal with costs and terms, with no obligation.
Which countries and languages do you work in?
I am based in Milan and work across Europe, the UK and the Gulf. I work in English, Italian and Russian.