Soundbites from The Drapers Fashion Forum ... Avon calling

There were many insights shared at the recently held Drapers Fashion Forum. The diverse range of excellent Speakers included Richard Hurren – Vice President, North Europe, Levi Strauss, Peter Williams – Chairman Superdry, Linzi Boyd, Founding Partner of The BoB Group and Chirag Patel, COO from Pentland brands. As you would expect the discussions were varied, but two themes appeared to be a constant, given the challenges and trends that retailers and brands are experiencing:

  1. How to utilise technology effectively, and to create an emotional connectivity that will impact communities.

    In other words, how to utilise big data, and cutting edge technology that will satisfy the customers requirement for convenience. choice and price but also create an emotional connection enabling a long term relationship between retailers, brands and the end consumer.    

    2. Also, keep it simple – I was especially interested in hearing from: 

Anna Chokina – VP Global Face Care and Personal Care, AVON. 

Anna described the latest thinking from Avon – a 130 year old business. Sound bites included:

  • The Avon consumer, like every consumer is more demanding and has have an interest in eco conscious products.

  •  The Avon business model is built on an Ambassador selling model, where Ambassadors sell directly to their families, friends and contacts. A model that is endorsed by the fact that 84% of shoppers over the age of 25, trust peer to peer marketing over any form of other marketing. They believe they are connecting with “people like me”.

  •  There is more focus on the “social currency” – can I chat about this brand and product to my friends?

  • The consumer driving product with the brand they love - Avon have created a best-selling mascara (Genius Mascara), from a range of algorithms, driven by consumer comments and feedback.    

  • Avon have created a range of product called Distillery. Acting on “be where the customer is”, this product reflects the move towards sustainability, it is based on the principles of clean and conscious, purity and potency, honesty and transparency.

  • Finally, Avon has embraced the idea of making it simple, operating over 65,000 skus, they are reducing their portfolio substantially, acknowledging that a customer “needs the headspace” to make decisions otherwise they will not buy.

Thank you to The Drapers team for hosting this annual event, the Speakers and other Attendees for making this a must attend event.      

Tamara Chérie Dyson