BRANDS & CONSULTANTS
03.19.24 | KATIE IRVING
(Name a MORE Iconic Duo 💞)
I’ve been working in the fashion industry for 20 years and my career can be divided into distinct ‘eras’ (maybe I’ll go on tour soon! 💅)
Era #1 'The In-House Years': I spent 15 years working in-house, building expertise by focusing on one brand at a time with companies such as Abercrombie & Fitch Co. , Hollister Co. & WGSN .
Era #2 'The Consulting Years': In 2019, I left corporate fashion to launch MOONSHOT and have spent the past 5 years consulting with dozens of brands, gaining expertise across multiple brands in various markets.
As I reflect on these two pathways, I'm struck by the differences in perspective that each provides. I’ve experienced what it means to be ‘zoomed in’ - a true expert on your brand. And now, as a consultant, I have the experience of being objective and viewing the industry from 30,000 feet. As a member of THE BOARD - a community of high-level fractional talent - I’ve discovered a community of consultants with this blend of in-house and consulting experience.
What has become apparent to me over the years is how important both of these roles are when it comes to launching and growing a successful brand.
As a consultant, I love working with in-house teams and appreciate the passion they share for their brands. However, I remember from firsthand experience that this focus can also lead to tunnel vision and this is where an objective outsider can benefit a brand.
There is real magic in this ‘brand + consultant’ relationship. Here are a few ways I’ve personally seen this relationship drive big results over the years:
🌎 Objectivity - Working with many clients across multiple industries each year and constantly learning and sharing insights with industry colleagues at THE BOARD means that each project benefits from a wide breadth of knowledge that provides a true ‘industry insider advantage' for each client.
🩺 Diagnostics - Having uncovered and solved so many challenges for brands over the years, an experienced consultant can discover the area that needs the most focus in a very short amount of time. Many times, the challenges brands are facing are too close for them to diagnose and solve successfully themselves.
❤️ Empathy - It’s easy to put myself in an in-house team’s shoes because I was sitting on their side of the table for the majority of my career. I understand the pressure, deadlines, politics, barriers, and the worry they experience when something in the business isn’t working. Our collaboration is built on empathy and my role as the objective partner is to help them uncover new opportunities for growth and revive key areas of the business.
🤑 Results - At the end of the day, the magic is in the results. From helping brands identify unique whitespace opportunities to building a data-driven view of the consumer, the proof is in the revenue gains that brands experience when they engage and commit to this work.
In a time when culture and consumers are moving faster than ever, partnering with a consultant or ‘dream team’ of advisors is a critical way for brands to stay ahead of the game. It’s one of the many reasons I’m thrilled to be a member of THE BOARD - a vetted community of high-level Fractional Experts across multiple industries & disciplines, including C-Suite, Marketing, Creative, Sales & Distribution, Finance, Innovation, Technology, Operations, Legal, and HR.
THE BOARD offers objectivity and results by pairing brands with fractional experts and curated dream teams of experts that are ready to accelerate growth and transform business.
#wearetheboard #fractionalexecutives #dreamteam #leadership
