What are some of your favourite online sites to shop from?
Hansen and Gretel is one of my favourite brands, which is a local Aussie brand that mixes classic styles with a pop of fun. The creative is always playful and the price isn’t too far out of reach. It’s really the product design that has made me fall in love with them.
I love Mecca. It’s really the only brand that I’d prefer to visit physically because of the personalised customer service. My husband will try and steer me away from the store every time we walk past!
Nagnata is a Byron-based brand that’s all about fit, movement and style with a sports-luxe vibe. They make athleisure wearable for any occasion, which suits me just perfectly. The materials are sustainably sourced and the brand is committed to making environmentally conscious decisions and ethical choices, which we need more of. Creatively, they feature all shapes, sizes and colours; bumps, lumps and everything in between.
Who are some of your favourite business heroes and why?
I take inspiration from sports heroes rather than solely business heroes. Professional athletes have incredible commitment, work ethic, fight and mental stability; these are traits that can translate, and be applied, to all aspects of life. I’m truly obsessed with high-performing athletes and take away so many life lessons from these individuals. Some of my favourite books are the autobiographies/biographies of athletes – Andre Agassi, Tiger Woods, Lance Armstrong, Michael Jordan.
Lastly, Michelle Obama’s book and Netflix show, Becoming, is very inspiring.
What are three things that Gen Z wants from brands these days?
Experiences. Gen Z want memorable experiences, or to align themselves with a brand that uses experiences to position themselves as innovative, cool and progressive.
Relatability. Gen Z want to feel like a brand understands them and their needs. This might be a large size range to suit their body shape, styling that feelings accessible, or affordable product for key milestones in their life.
Diversity and sustainability. This is an expectation from Gen Z. With information and a voice at their fingertips, they want to know the ins and outs of a brand and how this aligns with their personal values.
Where do you see fashion going?
I think we’ll see a shift in brands designing specifically for seasons and instead they design in trend capsules that are trans-seasonal. Given how connected the world is, consumers shop from all over the world so it’s less about buying for the season and more about buying into a trend.
Secondly, I know we’ll see a shift in brands needing to prioritise diversity and sustainability as this will be an expectation from the customer. This is such a great movement that I’m excited to see brands get behind. Some have been a little slower than others (which is OK and we should be understanding of this), but this movement gives brands the opportunity to shake things up internally to execute the right messages externally.
Can you tell me about how Boohoo is an inclusive brand?
Boohoo group, across all of our brands, has always had inclusivity at the heart of our brand positioning. We are so well-known for our plus-size range that’s not only affordable but also on-trend. We want everyone to feel like they can buy into trends, whatever shape or size they are. We make fashion accessible to all levels of income, shape and size, and give people the ability to feel confident for a job interview, date, hen’s party, formal or everyday activity. Every person should be entitled to this. Our influencer network is incredibly diverse, on a local and global scale; we work with a variety of influencers to ensure every customer feels like they are represented and can relate to the brand.
Tell me about some of the cool things Boohoo has done on TikTok.
TikTok is a huge opportunity for all brands. We’ve never had a platform with such rapid growth and engagement. Back in March, we launched a campaign with the Hembrow sisters and rolled out a paid TikTok campaign which was incredibly successful. We saw high reach, low CPMs and a healthy CTR, along with great brand awareness and positioning.
Currently we’re using our influencer network to create TikToks for the brand, which is now a priority in our influencer strategy. We’ll also look to re-engage TikTok on an ad spend basis for future campaigns considering the success we saw. We’ve got a few other exciting global campaigns coming up which I think will be mega.
This story appeared in the August 2020 issue of Inside Retail Magazine. To receive a print copy, click here.