The crowd at Swarovski CRYSTALLIZED™
The bitterly cold weather didn’t deter FBC members who turned up in force to hear WGSN’s Lauretta Roberts interview fashion retail expert Yasmin Sewell at Swarovski CRYSTALLIZED™. Looking effortlessly cool in a Christopher Kane top, rolled up jeans and grey Topshop heels, Yasmin confessed to feeling a little daunted by all the attention, admitting ‘I hope I have something interesting to say.’ She needn’t worry – with a career which started in real estate and window dressing at Browns, and saw her launch her own boutique and work with brands such as Rick Owens before becoming hot property as a retail consultant, she certainly has a fashion story to tell.
Lauretta Roberts interviewing Yasmin Sewell
Yasmin is renowned for the successful transformation of iconic London department store Liberty, which she achieved with the addition of around 70 new designers and a fresh design aesthetic, leading to the store reporting its largest half-year profit in 10 years. Yasmin admitted feeling a degree of nervousness about taking on such a well-loved institution, and her respect for the store is clear: ‘It’s magical – it just needed to be cleaned up.’
Lauretta Roberts and Yasmin Sewell
Modestly insisting the overhaul was the work of the whole team, she explains how energy flow is incredibly important in a retail environment - ‘I can get really spiritual when I want to’ – and that too much product clogging up the space can be detrimental to sales. Working for Liberty taught Yasmin the importance of trusting her own judgement, and – in spite of never having had any formal training – she was also able to develop marketing skills on the job. Summarising the project, Yasmin stresses the importance of a store understanding its core values, describing Liberty as ‘eclectic, a bit mad, not too fashion but still cool’.
FBC’s press director Penelope Sacorafou, tweeting to @FBCLondon
In her day-to-day role, Yasmin and her PA Hannah offer trend, product and buying direction for brands and retailers. Perhaps better known for her work with luxury brands, Yasmin’s clients also include high street retailers and she cites Topshop, Zara and COS as fantastic high street brands. Discussing the notoriously unfathomable art of trend forecasting Yasmin explains, ‘It often comes down to a feeling, as well as looking at what’s already happening in fashion and seeing how that can evolve. It’s also about opposites – if it’s all about skinny jeans it will go wide.’ Something of a globetrotter, she also gathers information from around the world, offering a personalised trend service for each customer.
FBC member Lupe Castro (centre) with visiting press Marian Kihogo and Michelle Bobb Paris
Although she prefers a physical retail environment for her own purchases, Yasmin is also an expert in online fashion retail. Asked about how the internet has affected consumer behaviour she explains, ‘It’s made kids savvy through access to information, which is scary for designers as they don’t want to be overexposed.’ In terms of bricks and mortar stores, Yasmin is of the resolute belief that service is at the heart of an outstanding retailer, alongside great product and ‘an environment that makes customers feel great when they walk in’.
Caroline Leaper and Sabina Emrit from ACCESS-FASHION with Nik Thakkar (centre) from KARLISMYUNCLE
With experience in the UK and across the pond, Yasmin feels that service is generally appalling in London compared to New York, and she’s vehement that the attitude on our shop floors needs to change. ‘It’s hard to change the mentality that it is degrading to serve someone, [but] I think it’s beautiful to serve someone and make them feel great in a dress.’ She does, however, give John Lewis her customer service seal of approval.
FBC member Frances Card of Matches talking with Sach Kukadia of secretsales.com
Yasmin Sewell with Andre DeVeaux and The Hub magazine editor, Tolu Adeko
As a mentor with the BFC, Yasmin is dedicated to supporting young designers and knows what it takes to stand out from the crowd. She explains that the ones who do make it have drive and common sense – as well as a little magic. Someone who definitely has ‘the magic’ is Christopher Kane, who she championed in her role as Buying Director at Browns. Her hot tips for brand new design talent are Thomas Tait and JS Lee.
What advice would she give to young designers? ‘Be unique, embrace who you are and know your market’. Having acted as a mentor for Estethica, Yasmin feels a mentoring programme for graduates would definitely be beneficial. ‘Sometimes as a young designer you’re in your own head so much that you can get quite delusional…you need to know what’s happening out there in the world.’
FBC members Helen Puxley of RAH Productions and Orlando Martins or Oresa
Her expertise comes with the benefit of considerable experience. Yasmin opened her own boutique Yasmin Cho at just 21, gaining her a reputation for spotting hot new talent. The store went on to be listed as one of the most influential in the world by the New York Times. Yasmin puts the eventual closure of the boutique down to being vulnerable, getting bad advice and making bad financial choices. It is from mistakes such as these, though, that she finds the most valuable lessons are learned, saying, ‘you get burned, you learn.’
So which store would Yasmin love to get her hands on? ‘Australian store David Jones, I’d work on the brand mix, layout and service in the store. I’ve always loved Barney’s as it is so gorgeous and intimate, although it doesn’t really need my help.’
FBC members & stylists Anne Look and Rebekah Roy with fashion photographer Christopher Dadey
Surprisingly for someone with such an obvious love for fashion, Yasmin keeps her wardrobe on the minimalist side, ‘I don’t like to clutter my life with too many clothes so every couple of months I sell them’. There were a few disappointed FBC members in the room as Yasmin revealed her cleaner gets most of her clothes – ‘I haven’t paid her in about 6 months!’ Despite clearing out all the clothes she hasn’t worn in a year, she admits to keeping around 10 special pieces. ‘Alaïa doesn’t go,’ she says with a smile. We can only imagine what these 10 special pieces are, but we’re told two of her favourite brands are Acne and Balenciaga.
Lauretta and Yasmin with FBC co-founders Courtney Blackman and Alison Whelan
Listening to Yasmin talk about her career and achievements, it’s clear she has the Midas touch when it comes to fashion retail, but also that her numerous successes have been achieved through old-fashioned hard work. Judging by the amount of FBC members who stay long after the chairs have been cleared away to chat with her over a little champagne, it’s clear she has many more inspirational nuggets to share.
By guest editor, FBC member & editor of Fashion Monitor, Victoria Todd
Photographs by FBC member Venetia van Hoorn Alkema
