Interview - Julia Elliott Brown
June 23, 2015
In a single tweet - What does your company do?
Upper Street is a luxury shoe label where you can design your own shoes online.
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.
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.
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.
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.
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.