super pleased with the resulting metrics. One of my key aims in launching The Dom was to provide an elevated, fashionable shopping experience for off-price product. We know from the research we conducted that over 80 per cent of Gen Z and Millennials say looking good is important but price is almost as important when buying fashion; 50 per cent of Gen Z and Millennial wardrobes were bought on sale and nearly three-quarters of Gen Z and Millennials have waited for an item to go on sale. This isn’t something that exists on the fringe but a major component of the consumer’s fashion experience. We’ve also done a lot of testing around price and promo messaging and it’s clear that the industry standards of red pen and shouty signage are not what the customer is looking for. Finding the balance between giving ​the customer the fashion experience they want and making the off-price nature of the product clear is paramount for us. IR: What are your plans for The Dom in 2022?  JS: Plenty. We have a big year ahead. Building brand awareness is a key focus in our first full year. This will coincide with the arrival of some big international brands going live, new precincts going live, and significant site developments. IR: Fashion is one of the biggest culprits contributing to landfill, particularly with surplus stock, which The Dom aims to alleviate. If there was anything you could change about the fashion industry, what would it be?  JS: The fashion consumer has been trained into trends – thinking new season styles are the only way to look good. The Dom aims to change this perception. Real fashion is about personal style, not fleeting trends. The Dom gives consumers an experience where they can still have all the feels of buying the latest item – inspiration, love, excitement, desire – except that it’s not (and comes at a great discount, too). We are here to break down the taboos associated with outlet shopping in a way that drives new consumer behaviours, and to provide viable, affordable alternatives to the perpetual cycle of trends. Outlet doesn’t have to be a dirty word – we are here to make it just as good as the real thing. I’d love to see a wider industry push on this sentiment, to break the cycle. IR: Your dad is an adviser at The Dom. What is some of the advice he’s given you since you launched the business?  JS: Like any true retailer, listen to the customer, be agile, don’t stay flat footed and nothing is ever good enough! IR: You’ve worked in fashion in leadership roles for more than 10 years. What have been some of the most challenging experiences that you’ve had during your career? JS: One of the biggest challenges and learnings in my career was working with brands whose values aren’t aligned with the customers’. The customer is more aware than ever and the business’s values absolutely need to talk to those of the customers if it wants to achieve sustainable success. IR: If you could swap jobs with anyone for a day, who would it be?  JS: Elon Musk, so I can see what the future looks like. But only for a day. I don’t think I could do his job for more than a day. IR: What are some of the retail businesses that you admire and why? JS: I like the positive disruptors – retailers doing good for the supplier and customer. There needs to be equilibrium. Sports giant Nike for their social stance and brand longevity. Secondhand marketplace Depop for the way they have changed the perception of secondhand shopping. Fashion site Lyst for the way they have used tech and data to give the customer a new and refreshing way to shop, and grocery delivery app Milkrun for the way they have brought fun to a normally mundane activity. All of these are things we aspire to bring into The Dom.