Key figures from Rixo, Hurr, and Baukjen shared their successful strategies at the Drapers Inner Circle Summit.
- Helen Rix emphasised the importance of maintaining brand identity for sustained growth and profitability.
- Lauren Roberts highlighted innovation and data insights as crucial for Hurr’s success.
- Natalie Grant discussed the Baukjen Group’s shift to sustainable fashion.
- The panel provided valuable insights into thriving in a disruptive market landscape.
During the Drapers Inner Circle Summit, leaders from Rixo, Hurr, and Baukjen shared their insights into achieving and maintaining market success. Each representative brought forward unique strategies that have helped their respective brands thrive amidst market disruptions.
Helen Rix, co-founder of Rixo, underscored the significance of sustainable growth and profitability while maintaining robust communication with consumers. She noted the importance of adhering to the brand’s original offerings, specifically highlighting the focus on women’s wear, particularly dresses. Rix emphasised, “Staying true to the DNA and core of what the brand is like is what we do really well.” The strategy involves not straying from the initial product line launched nine years ago, which has played a pivotal role in their success.
In contrast, Lauren Roberts, Chief Operating Officer of rental platform Hurr, described a strategy rooted in innovation and data-driven insights. She remarked on the unconventional path Hurr has taken, which involves leveraging a wealth of data from its peer-to-peer community to drive continuous improvement. Roberts stated, “It’s funny, because in some ways, it’s really counter to what investors and everyone always tells you to do.” This approach has enabled Hurr to innovate consistently and stay ahead in a competitive market.
Natalie Grant, Design Director at Baukjen Group, spoke about the company’s transition towards sustainable fashion. Confronted with the industry’s contribution to waste, Baukjen aimed to lead by example in creating a more sustainable business model. Grant explained their strategy of rethinking garment production to enhance longevity, rather than focusing solely on mass production. This shift in perspective aligns with their aspiration to innovate from within the fashion industry.
Helen Rix also expressed her surprise at the rapid growth in momentum towards sustainable fashion, drawing an analogy with a once-taboo subject now openly discussed and embraced by many. She conveyed enthusiasm about the number of industry participants sharing the same passion for sustainability.
The discussions provided a comprehensive overview of how these brands strategically navigate market challenges while prioritising sustainability and innovation.
