During uni we had guest lecturer, John Hoerner, give a talk about his book and the retail industry, which I found really insightful and inspiring. He gave all listeners a copy of his book ‘How to Sell: Recipes for Retail which now uni is over, I would like to read.
Hoerner has been a main boss at many fashion retail brands including Harvey Nichols, Burtons, Tesco, Topshop to name a few. His talk was really intriguing as he discussed customers, employers, employees and head office staff, he even made comparisons between them to his dogs, horses and flying!
Interesting points Hoerner made included the fact that customer loyalty doesn’t exist, he believes it’s a myth. What exists is customer familiarity and satisfaction, the only thing customers would be loyal to would be family and friends products. I also like how Hoerner said that store visits should be unbusiness-like, you should forget everything you know on a store visit – be in a rush, act like youve never been there before, then you are a customer!
At the end there were questions and answers, I asked his opinion on why he believes Zara do so well as a business. Hoerner answered saying it was partly down to their analysis, as well as owning their factories and retail stores, causing lead times and critical path to run smoothly and in line with business needs.
Horner spent five years writing the book, which he said for every four pages it took one year to learn.
I’m always keeping an eye on articles related to fashion retailers, simply to see the latest going-ons in the industry! I get emails sent everyday and I always take a quick look on my train to see. Over the last few weeks, I found these the most interesting to read! A mixture of positive and negative news as usual:
Primark sales increase 15% with ‘strong’ Christmas trading
Gap cuts design chief job as sales slowdown continues
Pure London welcomes strong mix of retailers, Chinese buyers
Textile factory: traumatising immersion for three fashion bloggers
Excited to see the new business structure for Warehouse, and what it will do for the business! Having been a part for Aurora Fashions for 4 years and continuing to be a part of the company in Head Office, I am always interested to see how its adapts and moves forward!
This isn’t recent news in the retail industry but having watched a BBC documentary a couple of months back, its message is still apparent and important to get out there. Watching the documentary was heart breaking and it showed how greed values profit more than human life. No-one should die for fashion and the worst thing is that it was completely avoidable. I highly recommend watching it.