I am a Trend, Retail and Marketing Consultant working across various projects like market research and retail advising. My background is in Fashion Marketing, Journalism and Branding. I'm pretty much obsessed with the fashion & retail industry and I'm like a walking version of an encyclopedia for the business.
WHAT STEPS DID YOU TAKE TO GET WHERE YOU ARE NOW?
During my BA studies in London, I took an internship at WGSN (leading online fashion trade publication and trend forecaster), which to be honest I didn't even know existed. Trend forecasting back in the day was a very private business and today it seems to be no secret that many retailers use these "tools." I worked with the menswear and kidswear teams, who walked me through all the parts of editorial and the science of trend forecasting. I loved it and stayed on for a bit. After graduating I worked PR, retail and e-commerce. After London I moved to New York and found myself back at WGSN working my way through various roles and projects. I worked on the client engagement side of things, marketing & events, and finally retail analytics.
FOR OTHER PEOPLE IN YOUR FIELD, WHAT DO THEY USUALLY LACK?
I think that the trend business is really evolving at the moment and I was lucky to be exposed to retail analytics. I ended up listening to quarterly financial calls, attending tradeshows, walking stores, and keeping an eye on the runway. I really think that data and analytics are a FAB thing, but you do really need to understand how to marry it with trend research in order to predict or make smarter future decisions. Luckily I learned how to do so.
WHAT ARE YOU WORKING ON RIGHT NOW?
I'm getting ready to start working on a few projects with a food & beverage trend business.
WHAT'S YOUR STYLE/PERSPECTIVE/TASTE? DO YOU HAVE A PROJECT THAT REPRESENTS THIS?
I love to talk about what's going on in retail and digital. I think its all so interesting! I'm use to wearing many different hats, so I never shy away from new projects, even though it may not always be retail and fashion related.
WE ARE ALL SLASHIES WITH MULTIPLE SKILLS, WHICH ONE DO YOU WISH YOU COULD DO MORE OFTEN?
Fashion & Retail
WHAT IS FRUSTRATING YOU RIGHT NOW?
Because I am new to the freelance world, getting my contacts together. My to-do list is a list of people to contact.
IF YOU COULD HIRE SOMEONE FOR $20/HOUR, WHAT WOULD YOU HAVE THEM DO TO MAKE YOUR DAY EASIER?
Help me with my reach outs.
LET'S BRING OUT THE TIME MACHINE. WHAT DO YOU WISH YOU COULD HAVE TOLD YOURSELF, WHEN, AND WHY?
It really is true that you never know where you will end up, city or job wise. I always wanted to work in fashion and I thought I might end up at a magazine. But I moved to London and graduated with a BA in Fashion Marketing, my thesis concentration was on the menswear market (the rise of the menswear market circa 2011), ended up in trend and working for Burberry (can't complain, obviously) and moved to NYC to work in trend again. So I'm kind of adjacent to where I thought I would be.
IF YOU COULD TALK TO AN EXPERT TO GAIN MORE INSIGHT ON SOMETHING, WHAT WOULD IT BE ABOUT?
I love the work of Nicolas Ghesquière and Allesandro Michele at the moment. They are really turning around the business at their respective brands, Louis Vuitton & Gucci, I would love to learn about their vision and daily inspiration.
WHAT KIND OF OPPORTUNITIES/PROJECTS ARE YOU LOOKING FOR?
Market & trend research, contributing articles and digital marketing opportunities.
WHAT IS YOUR IDEAL CLIENT?
I've been working with some great clients and it's mostly due to their ability to give me a great scope of the project.
WHAT IS YOUR RATE?
My hourly range is $35-$45. It really does depend on the project as some I will quote at a project rate instead.
HOW SHOULD SOMEONE APPROACH YOU ABOUT WORKING TOGETHER?
Scope and budget please. GIF's are always welcomed.
HOW DO YOU STAY CREATIVE?
Art Galleries, Walks, and Music
This member profile was originally published in April 2016.