25 things I've learnt in Fashion Tech, Content and Strategy
19 squiggly-career years of figuring it out
And now for something completely different.
I’ll be honest: I had a completely different article all ready and waiting in draft mode before realising that it was in fact, a rant. I want to show up here in the same way that I do offline: optimistic and helpful. So I decided not to hit publish yesterday.
Instead, I took a quick pause and thought of how I could be helpful to anyone starting, continuing or considering their career across fashion tech, content creation and brand strategy.
Here are some 25 things I’ve learnt in my 19 years of professional experience including (but not limited to) personal shopping, editorial, visual merchandising, studio production, eCom management, market research, product marketing, creative strategy and content leadership…
Let’s Go!
If change makes you uncomfortable, the fashion isn’t the right industry for you.
Unused work isn’t a waste of time, it’s part of the process. The process is the work.
The content that bombs is teaching you something, don’t ignore it, seek it.
Don’t listen to those who think processes are boring and unsexy. We don’t rise to achieve our goals, we fall to our processes. Make your processes work for you.
Not everyone has or likes their mother (congrats if you do!) Plan accordingly for Mother’s Day content and experiences (see also: Father’s Day).
Shoppers are mostly either in hunting mode or exploration mode, is your store capable of helping both?
Do you have a clear point of view? It’s not enough to communicate a topic, people respond to your idea of it.
Context is everything. Anyone selling a formulaic approach to anything should probably not really be trusted. Most often, the answer is ‘well, that depends’.
We have been telling each other stories since we learnt how to make fire. Everything is a story, what’s yours?
If you only work on one skill it should be communication. See above.
Don’t shop Black Friday, shop end of season sales and maybe mid-season sales.
You have to tell people what you’re working on and why. Often.
If you’re seeking fresh, less common inspiration, get offline.
Do not launch anything non Festive/Sales-related after October if you want people to see it.
Do not underestimate product tagging. Give yourself every opportunity to adapt as trends evolve.
In France it’s against the law to show alcohol in advertising (loi Évin). Yes, even a blue liquid in a glass can be read as boozy. No glasses!
Pretty much everything is a trend. It might not seem so in the moment, when you’re riding the peak but even the most successful things will eventually fade. If it’s truly great, it’ll be time to come back.
There’s no such thing as the ‘right’ or the ‘wrong’ decision. Just actions and consequences you can either live with or not.
Everybody is copying each other. Really, every brand has someone doing a competitor report and we’re all trying to be more like each other because we’re all terrified of failure. It’s not just the algorithm.
Want to differentiate yourself? Do the comp shop and look for what’s missing.
Give it time. Rolling out a new product, campaign or strategy? You need to show up and build trust. Create a timeline with key ‘check-in’ milestones to remove the anxiety.
Don’t be lazy when hiring. Look for potential not a perfect 1:1 match of the job ad.
Your ability to figure shit out will put you ahead of your peers. Instead of defaulting to asking for answers 100% of the time, try to figure things out, it might take you to a new, creative place.
Offering regular discounts just teaches customers to wait for red price. Create alternative sources of added value.
Acronyms are faster for you, not others. Language differences mean they don’t always translate and can mean vastly different things depending on context e.g. MVP. Write it out in full once alongside the acronym in parenthesis, and then start using it.
Bonus Round: Five Work-World Resources
A Technique for Producing Ideas by James Webb Young
Intro to Design Thinking Process Guide by Stanford Hasso Plattner
That’s all for now!
I reckon that’s about the tip - of the tip - of the iceberg and I truly hope there’s something insteresting, insightful or helpful for someone in there. Maybe you can relate to number 20 or something else entirely?
Now you go next: what’ve you learnt in your career to date!