Get some insight from the very best in the fashion industry with our latest series, An Interview With. From Founders and Creatives to Buying Directors and Marketing Experts, we’ll be speaking to business insiders about their lifestyles, likes, dislikes, careers, and how they got to their success.
Firstly, we speak to BrandAlley’s Buying Director, Caroline. With over 20 years of experience in the industry, get a feel for her day-to-day job, her motivations, and of course, the go-to products she can’t live without.
What did you do to get the job you’re in now?
My first job was working in a London-based buying office. After two incredible years I was given the opportunity to relocate to Paris where I was responsible for sourcing luxury product across the globe for some of the world’s most prestigious department stores – it was a lot of travel and hard work but 100% worth it! Working closely with the leadership team provided me with the foundations to fast track my career.
I then went on to work for several well-known retail businesses & covered multiple departments including RTW (ready to wear), Accessories and Home, which has given me invaluable cross category experience.
I was heavily involved in strategising and sourcing emerging brands and was soon recognised by the British Fashion Council where I was asked to join their committee as a Talent Scout. This entailed extensive travel (and attending global fashion weeks), and over time I naturally built an encyclopaedic network of brands.
I joined BrandAlley in 2009 when the business was in its infancy, as the Buying Director I oversee the buying and merchandising team of now over 50 (vs 15 when I joined) across all categories. I was pretty much given a blank canvas so to someone ‘a dream role’ and a perfect match for my experience!
How did you change your routine during lockdown ?
Working Remotely:
Having been used to face-to-face meetings for over 20 years with both the teams and suppliers the thought of us all working from home was terrifying but in true BrandAlley style we embraced it head on and ran with it.
I (alongside the buying industry) never thought buying was a role one could do completely remotely but I’ve certainly been proven otherwise. Prior to Covid-19 we had worked on a loose contingency plan (should we ever overnight be enforced to work from home), within days we adapted this to the needs of the business and now have a rigorous weekly routine which has become our norm & to be honest we have never been so productive.
Today, I met our Buying Manager from the Home category for the first time in over a year, but thanks to software like Zoom and Microsoft Teams it really felt like I had only seen her yesterday – you have to love the power of technology!
Travelling:
Mondays and Tuesdays haven’t changed but a typical day mid-week pre-pandemic could often involve waking up at 4am for a flight to Paris or Milan where I would have back-to-back appointments, visiting showrooms and attending trade shows. Attending virtual showrooms and trade shows is now part of my weekly routine.
How do you think the pandemic has impacted fashion as a whole?
The pandemic rapidly changed buying habits; weddings were cancelled, holidays were refunded, and the nation was working from home so occasionwear, high heels and workwear immediately took a back seat…
This was quickly replaced with a huge demand for athleisure, loungewear and everything home and garden! April’s heatwave saw an incredible demand for garden furniture as the nation was being advised that the outdoors was the new in.
Since the announcement that lockdown will be easing – people have taken on the attitude that ‘We are going out!’ There has been an immediate change in behaviour and occasionwear, make-up, heels and perfume are all having a big moment once again.
What’s your go-to wardrobe item?
My Stella McCartney blazer – it’s truly a forever piece and super versatile, it’s my go to for highbrow meetings and takes you from day to night with ease, perfect for international business travel.
How do you stay motivated in difficult times both mentally and physically, particularly over the past year?
I’m naturally a positive person which helps, there have definitely been some lows over the past year but I’m very fortunate to be surrounded by an optimistic and supportive team and company which I am incredibly grateful for.
Exercise has also played a pertinent role, I’m lucky enough to have been able to ride my horses during lockdown (riding helps me switch off – it’s impossible to think about anything else!) I’ve also encouraged the team to get out and exercise, we’ve even started a virtual running club!
What’s the best part about your role?
Variety! There’s no such thing as a typical day in buying, every day is different; we are an extremely reactionary and entrepreneurial business which encourages the creativity I thrive on.
And the one thing you would perhaps like to change?
The year just runs away with you! We are always looking ahead in the buying calendar (we sign off Christmas in February) and move at such a fast pace we often forget to enjoy the moment we are in.
What are the must-haves we’d find in your handbag?
My Hermes silk scarf (which doubles up as a mask), Charlotte Tilbury’s Lip Plumper, Chloe Sunglasses, passport (pre-Covid but hopefully again soon…), iPhone, Bramley hand sanitiser and my nail file for emergencies.
What’s your guilty pleasure ?
First class travel – always.
Finally, what are the five pieces you’re eyeing up on BrandAlley right now?
There’s about 20 things I’m currently eyeing up, but here are my top five…
No. Eleven Khaki Tile Print Sequin Maxi Skirt – £69
Philip Kingsley Pure Blonde Booster Colour Correcting Mask – £30
Prada Black Nylon Shoulder Bag £879
Tom Ford Women’s Brown/Gold Sunglasses – £109
Maze Rattan Winchester Kingston Corner Dining Set with Rising Table – £1,699
Words: As told to Maria Loizou
