Panellists from leading fashion brands Rixo, Hurr, and Baukjen shared insights on maintaining market share amidst industry disruptions at Drapers Inner Circle Summit.
- Henrietta Rix emphasised the importance of brand integrity by staying true to Rixo’s original products and identity.
- Lauren Roberts highlighted Hurr’s unique approach of leveraging data insights to drive continuous innovation.
- Natalie Grant discussed Baukjen’s commitment to sustainability by redesigning fashion industry practices.
- The discussion revealed a shared focus on sustainable growth, consumer engagement, and innovation as essential strategies.
At the Drapers Inner Circle Summit, fashion industry leaders convened to discuss strategies for sustaining market presence during times of disruption. The panel, featuring executives from Rixo, Hurr, and Baukjen, provided a platform for sharing key business practices. Henrietta Rix, co-founder and CEO of Rixo, underlined maintaining brand authenticity as a cornerstone of their success. She remarked, “I think our product is still very similar to what we were selling nine years ago when we launched in our living room. So, I think staying true to the DNA and the core of what the brand is like – women’s wear, particularly dresses – is what we do really well, and we’ve stuck to that.”
Lauren Roberts, the Chief Operating Officer at Hurr, offered a contrasting strategy focused on data-driven innovation. Unlike traditional strategies that advise to excel in one domain, Hurr embraces a diverse approach. Roberts shared, “It’s funny, because in some ways, it’s really counter to what investors and everyone always tells you to do. Everyone says do one thing and do it really well. And we’ve kind of done the opposite.” This flexibility is supported by extensive data-driven insights drawn from their peer-to-peer community, enabling Hurr to continuously refine its offerings to meet consumer demands.
Baukjen’s Design Director, Natalie Grant, spoke passionately about the brand’s transformative approach to sustainability. She stated that the company shifted its perspective on fashion’s environmental impact. In a bid to lead industry change, Baukjen redesigned its business model to prioritise product longevity over volume-driven sales. Grant expressed, “We really turned the model around rather than just making loads of garments and selling them as fast and as much as we could. It was about designing products that were going to have ultimate longevity.”
The rapid pace at which sustainable practices are becoming mainstream was another highlight of the panel. Rix noted the increased momentum and enthusiasm for sustainability within the fashion sector. “I remember about five years ago, I asked a fabric agent for sustainable fabrics, and he said it was like sex. Everyone’s talking about it, but they’re not doing it, but I think everyone’s at it now, but to different degrees,” she shared, reflecting on the industry’s evolving landscape.
Sustainable growth, constant innovation, and adaptive consumer communication emerged as common themes across the panel’s discourse. Each leader highlighted different facets of their journey towards carving a niche in the competitive fashion market, with a shared commitment to ethical practices and consumer engagement.
The insights from Rixo, Hurr, and Baukjen underscore the critical balance of authenticity, innovation, and sustainability in achieving long-term success in fashion.
