Interview - Gerald Dawson

March 24, 2015


Gerald Dawson - Interview


In a single tweet - What does your company do?

Long Tall Sally designs and sells clothing and footwear for tall women worldwide

Which retail brand do you most admire? And why?

That's really difficult – I admire loads! Burberry for rescuing the brand with a relentless focus on product; ASOS for proving that clothing can be sold online profitably; lululemon for creating a cult from their passion

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

Consumers have become more open, willing to share with, and willing to be wowed by, retail brands. More than ever before, if you offer great products and fantastic service you can grow very quickly and profitably.

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

Be obsessive about the customer. We often get lost in metrics and performance data and all retailers need to remember that our business is about encouraging human beings to interact with our brands

What single thing would improve the quality of your life?

I would say a few more hours in the day, but then scarce resources are a great discipline. Really, though, I love my life and wouldn’t change a thing.

What one app can you not live without?

The Swype keyboard app on my Android phone, as it allows me to type at three times the speed that I could otherwise.


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