Five inspiring brand leaders from the UK fashion and textile industry have shared their experience of using marketing, storytelling and partnerships to build a real connection with their customers.

UKFT members can catch up on the webinar at any time or access the document, which shares experience and guidance for fashion and textile brands on how to:

• Define your key values and develop your brand personality
• Identify your target customer but prepare to be flexible
• Use social media to tell your brand story and show behind the scenes
• Take advantage of social media promotion and advertising but don’t get carried away
• Look for creative ways to raise awareness
• When expanding internationally, pick one brand value to focus on
• And remember to make sure your IP is protected

Email faye.williams@ukft.org for access details for the webinar or to receive a copy of the document. Not a member? Find out more about UKFT membership here.

The brands

Nick Crook is the CEO of Boardies, a swimwear, clothing and accessories brand which he launched in 2014 having previously worked Levi’s, K-Swiss, Reebok and Pentland Brands. The brand was mainly focused on wholesale but has pivoted to a direct to consumer strategy, with various collaborations with a range of designers and artists. Earlier this year, Boardies won a Queen’s Award for Enterprise in International Trade 2021 for its success in overseas markets.

Jess McGuire-Dudley is global brand director at John Smedley, which has just been awarded a second Royal Warrant of Appointment from His Royal Highness The Prince of Wales, alongside the existing Royal Warrant of Appointment for fine knitwear from Her Majesty The Queen, which the company received in 2013. Jess is responsible for building brand awareness for the 237-year-old knitwear company and working on brand collaborations and partnerships.

Patrick Dudley-Williams is the founder and creative director of men’s clothing brand Reef Knots. It has two stores, one in the city of London and another in Port Isaac. Reef Knots was established selling ties but has expanded to a full men’s lifestyle collection and the vast majority of sales are now made online.

Emily Carter is the founder of her eponymous brand of luxury silk accessories, which are all illustrated by (her) hand and made in the UK. The Emily Carter range is stocked in prestigious retailers including Selfridges and Liberty and she has also collaborated with brands including Aspinal of London. The brand was formed in 2015 and she worked for Harrods and left to work on her brand full time a year and a half ago.

Joan Johnston is the CEO and founder of Ava Innes, a premium bedding brand which was established in September 2019. After 20 years in the luxury textile industry, Joan waned to create a new sustainable UK-made product so launched with a new type of duvet that has just been patented. It uses a by-product of the cashmere industry and is made in Yorkshire. The business was initially focused on hospitality and export markets but Covid-19 caused Joan to refocus on direct to consumer sales and the company has expanded its range to include duvets, pillows, cashmere throws, socks and more.

UKFT members

Email faye.williams@ukft.org for access details for the webinar or to receive a copy of the document. Not a member? Find out more about UKFT membership here.