时尚街拍网THE rejuvenation of the legendary Browns reaches its crescendo today, as the brand reveals its new packaging, its new website, and its innovative Christmas scratch-card campaign, and no one is more excited about it than CEO Holli Rogers.Since she arrived just a year ago, the brand has seen triple-digit growth; added 70 new brands to its portfolio; expanded and relocated its distribution centre; embarked on stylish boutique refurbishments; and invested in tailored technology that promises a more engaging e-commerce experience.
Holli Rogers“Browns was founded 47 years ago and now was the right time to re-invigorate our branding as we enter into a new era for Browns,” Texas-born Rogers, who calls London home, told us.“We wanted this to be true to Browns DNA and heritage, but reflective of our exciting new changes, growth and vision for the future.”
But amidst all the success and shaking things up, for Rogers – who admits to feeling her most comfortable “when Im busy and when Im laughing” - theres always room for a little fun.
“I think sometimes in luxury fashion there can be tendency to be overly serious and ultimately I believe its so important to enjoy what you do,” she divulges.“Also fun has always been a very important component within the Browns DNA.We have purposely taken a playful and at times irreverent approach to our brand strategy, particularly our window schemes, editorial and social media.”
Read more:Farfetch Buys Browns
Rogers - who formerly worked as head of buying at Net-A-Porter for years during Natalie Massenets reign (Massenet is, incidentally, famous for her entertaining in-house work celebrations) – still has big ambitions for Farfetch-owned Browns.
“I want to re-establish Browns as the coolest boutique in the world and one of the most important factors in achieving this is to both stay completely in tune with the ever changing lifestyle needs of our customers and to keep innovating.Fundamentally though, I always believe it comes down to product and our complete conviction in our edit and curation,” she explained, herself a Balenciaga, Loewe, Acne and Chloé devotee.“As a brand, and as part of Mrs Bs legacy, we are never afraid to challenge the norm, so we will keep striving to surprise and exceed the expectations of our customers.”
While much of the transformation happens behind the scenes, the rebranding of the famous Browns logo marks the most visible differentiation between old and new – something which was long deliberated over.
“Working with the team at Spring, we took the original logo, refined the typography and applied a cut,” explained Rogers.“The result is something very unique, which works as effectively online and is it does in store.It speaks not only to our heritage and willingness to challenge the norm, but very clearly to our future.As such, the logo sits at the bottom of most of our materials including the packaging, representing how as a multi-brand retailer, Browns is a container of designers and a foundation for many.”
While much has happened in 12 months, Rogers revealed her game-plan in a long one.“In five years time I see myself continuing to be a part of this amazing business,” she said, revealing the thoughts that are always in the back of her mind while making important decisions.
“To be considered, but decisive, to listen and take advice from the great team Ive established, but ultimately to trust my own instinct.”
Discover Brownss Christmas scratch-card windows from today at its South Molten Street flagship store and see its new website here.
