YELLOW FLAMINGO
Can you provide a bit of background on yourself and your experience?
I started my career in beauty at Harrods 25 years ago on the Graduate Training Scheme. After 10 years across various disciplines in the business I left Harrods to pursue other opportunities, which lead to working at some of the world’s best known luxury brands, including Kenneth Green Associates, Selfridges, Space NK, Harvey Nichols and YSL Beaute, holding a variety of senior commercial and merchandising roles.. My experience spans shopfloor management, PR & Marketing, and Buying/Commercial all with the customer as its focus.
Can you provide a brief overview of Yellow Flamingo and its mission or purpose?
Yellow Flamingo works with businesses to propel their commercial success. With retail knowledge at the core of what it does, Yellow Flamingo brings years of expertise together to ensure brands and businesses gain our perspective on how to grow. Don't know which retailer to work with, or even how to approach it, Yellow Flamingo helps brands understand the sell in and sell out process. Having worked with thousands of brands, we know how to deliver, and what makes a brand a success.
We also work with businesses to help them understand the beauty industry and what it takes to be a success. Whether that be a retailer new to the beauty category, an existing retailer wanting to strengthen its commercial understanding or a publisher wanting to understand how to be more commercially focused in beauty we work as a part of the team to ensure success.
How did Yellow Flamingo come into existence, and what inspired its creation?
Having left my corporate career, Yellow Flamingo came into existence after businesses started approaching me to help them with their brands. As a retailer I was obsessed with partnering with the brands I worked with across all areas to drive growth, whether that be PR, online, social, training, marketing, customer service, brand awareness drivers etc, knowing that all the touchpoints had to work together to make a brand be a success. I wanted to take this knowledge and continue to work with brands outside of a retail environment to help them understand what they needed to consider.
Being a retailer I was incredibly fortunate to meet some amazing brand founders and helping to demystify what was needed to make their business a success was the favourite part of my job so I wanted to be able to continue to do that.
Brands already in retail wanted to know how to grow their business, and brands not yet launched wanted to know what they needed to do to be considered by a retailer. So I created Yellow Flamingo to help brands understand more about how a retailer thinks.
Retailers and brands have very distinct personalities and viewpoints in my experience and getting a brand to think like a retailer, or indeed the consumer is our mission.
Services and Offerings:
What specific services or products does Yellow Flamingo offer to brands?
We work with brands in a consultancy capacity either on short term focused projects, or as part of their team on a longer term basis. We have an exceptional network within the industry across pr, logistics, social, ecom expertise, marketing etc and working with Yellow Flamingo allows others to tap into this network.
How does Yellow Flamingo differentiate itself in the market, and what sets its services apart?
We differentiate ourselves with our viewpoint. We come from a retailer's point of view and we are obsessed with the customer. Our service is bespoke and tailored to what a brand, or the founder needs, we don’t work on a one size fits all menu of options. We aim to give brand founders the skills that they need to make their brand a success, we are their supporting, silent partner.
Could you share a success story or case study of how Yellow Flamingo has helped a brand achieve its goals?
We remain discreet about who our clients have been, allowing them the success they deserve by using our services as their secret weapon in demystifying the retail world. We have helped many brands achieve their goal of launching into retail, remaining there and driving a successful business, along with giving brand founders the building blocks to grow the brand themselves through our advisory programmes. We are proud to see our past clients grow and continue to flourish in the beauty industry.
What types of brands or businesses does Yellow Flamingo typically work with?
We only work with brands and businesses that we feel an affinity to. There is no typical business or brand, just ones that we believe in. Whether that be a start up, a scale up or a multi million pound company, as long as the mission excites us we will work with them.
Future Initiatives and Vision:
What future initiatives or projects is Yellow Flamingo excited about
We are excited about brands and businesses who are looking at things beyond just products, and those that are creating brands or services that have a community feel. There are lots of categories and brands that excite us and we are looking forward to seeing how the beauty industry continues to develop.
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