THE FASHION SWITCH BOOK LAUNCH HIGHLIGHTS

The Fashion Switch, my first book written from the perspective of my twenty-five years of hands-on creative experience building successful fashion brands, was launched with great success on 23rd November 2017 at the beautiful and fitting venue the Library or “Biblio” at The Trafalgar St James hotel. The evening was to not just to celebrate …

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PART 4 – HOW TO BUILD BRAND TRUST

My book’s title, The Fashion Switch, derives from the fundamental change that digital has had on the fashion business. For the last quarter century, it’s been firmly set on “transmit”, stuck in a predictable cycle, dictating what we should wear, how we should wear it, and when. In this extraordinary age of connectivity, it’s had …

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ALIGN PART 3 – REDEFINING INNOVATION

The biggest headache for the fashion business today is staying relevant, and relevance comes from investing in research, development, and fashion innovation. When I talk with clients about innovation and test them to see if they are ready to think outside their comfort zone, many become quite anxious. They always seem to link the word …

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ALIGN PART 2 – A DISTINCT VISUAL LANGUAGE

As more of our lives shift to digital, and with our attention span getting ever shorter, it’s become even more important for customers to understand a brand’s visual touch points in a few seconds. With an authentic story already in place, brands that are successful need a distinct visual handwriting that is easily recognised. If …

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