Interview - Julia Elliott Brown

In a single tweet - What does your company do?

Upper Street is a luxury shoe label where you can design your own shoes online.

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Which retail brand do you most admire? And why?

Burberry. I love the way they blend technology and the modern world with the tradition of craftsmanship. And I also love the way they embrace the store experience – they understand that when you go into a retail store it has to be "experiential" to make a difference.

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What is the biggest opportunity for retail brands? And why?

Customisation. We know that 30% of consumers surveyed are looking for customisation in luxury fashion, yet most brands aren't doing it.

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What is the one piece of advice you'd share with your retailer peers?

Put the customer at the heart of what you do and really give them a fantastic experience. Consider what will entertain and engage them, make them smile and make them talk about you. Too many retailers think about how to get consumers to buy a product, but instead they should be thinking about how to make consumers fall in love with their brand.

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What single thing would improve the quality of your life?

A fantastic eCommerce marketing manager! More resource would give me more balance in my life.

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What one app can you not live without?

That's easy - Toodledo. It's a to-do list which I've been using for years. Without it I would never remember all the things I have to do and I would never be able to focus on what's important each day.

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RELATED LINKS

Visit the Upper Street website
@UpperStreetShoe