Holli Rogers, CEO of Browns Fashion and Chief Brand Officer of Farfetch joined FashMash Pioneers to talk augmented retail through to sustainability.
With our usual sellout audience in the beautiful Queen Mary room at the Hotel Bloomsbury, we heard from Holli on everything to do with augmented retail through to sustainability, not to mention her awe-inspiring career in some of our industry’s most successful companies.
Here are some of our highlights from her conversation:
ON THE STORE OF THE FUTURE CONCEPT
“The Store of the Future concept is all about test and learn: we can provide the tech but our store associates are the ones enabling the experience and figuring out how best this technology can benefit the customer - they know what each customer wants from the space and service."
ON BRINGING IN THE HUMAN ELEMENT
‘Store associates are psychologists now - it isn’t just about providing the ‘can I help you?’ introduction but about making an immediate assessment of a customer’s character and mood and offering a solution. Do they need a coffee? A moment to watch a video? A rest?’
“Product is still everything! If you don’t have good product then it doesn’t matter about the experience. That’s why I’m still here today - love and admiration for the product.”
“Sustainability has become such a big topic: it’s about time! It was a key consideration for re-branding. We have that lens on all sides: from skateboards for our deliveries to 50 brands in the sustainable category for AW19. It’s a dilemma for luxury: it once denoted excess.”
ON WHAT SHE’S LEARNT FROM HER CAREER
“Enthusiasm is a big part of success. If you enthuse about what you’re doing and it’s a good idea, people want to see you succeed.”
AND FINALLY, WHAT SHE'D LIKE TO BE KNOWN FOR
"Being the catalyst for change in this industry in terms of how we approach online/offline; and empowering women in senior positions in the workplace."