Hali Berman

Have you ever had a mentor who made a real difference in your career? Having someone in your corner who can offer guidance, share experiences, and provide support can be a game-changer. Mentorship is about empowerment. A mentor can help boost your confidence, expand your network, and open doors to new opportunities. They can be a source of inspiration, pushing you to dream bigger and aim higher. I personally encourage more women to seek out mentorship opportunities for themselves. I know it has done wonders for my journey already: https://lnkd.in/gMhX7z8U #WomenInLeadership #MentorshipMatters #EmpoweredWomen #ProfessionalDevelopment #CareerGrowth #WomenSupportingWomen #MentorshipProgram #LeadershipDevelopment #WomenEmpowerment #CareerAdvancement #MentorshipJourney #WomenInBusiness #MentoringWomen #EmpowermentInWorkplace #BreakingBarriers #InclusiveLeadership

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I was quoted in this article on the FTC trying to block the merger between Tapestry and Capri. What I find interesting is that, like me, most of the other people quoted find the ruling incredulous. This includes an executive from a competitor brand, who admitted that while they should be happy about the attempt to block, they actually think the FTC is anachronistic and has no understanding of how the market works. I go further. I think the FTC has become a menace. It is attacking the companies that generate wealth and make the country stronger. It does so under the camouflage of 'protecting consumers' but, in reality, the only thing it's protecting in this instance is its own warped worldview. Thanks to WWD for including my thoughts alongside many other interesting musings... https://lnkd.in/e-qqm_z6 #retail #retailnews #luxury #handbags #FTC #competition

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I love it when I find an article that really resonates. Lyn Slater’s The Washington Post piece on evolving style spoke directly to me, and I had to share. My take? Stop looking to media, fashion magazines, and influencers for your personal style. Personal style should be personal. I feel so strongly about this (which is why I trademarked the phrase, ha!), and it is my mission to help women find what makes them feel truly connected to themselves. But, here’s the secret: it’s not static. Your style should evolve and grow with you. What served you a year ago, or even five years ago, might not resonate now. This evolution has NOTHING to do with age—it has everything to do with YOU. You aren’t the same woman at age 50 that you were at age 30… and chances are, you don’t want to be. Build a relationship with your mirror and love that woman that you see there. Play. Try things on. Let go of your wardrobing ghosts (and the trends you felt compelled to try!). Embrace the journey of discovering and rediscovering your unique style. #PersonalStyle #Evolution #BeYou #Style

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The game is on. Web sites for giant corporations and your local autobody shop appear at the same size on all of your screens. In the brick and mortar world the difference can be tremendous. That difference is what Wayfair is shouting. "But Niraj Shah, CEO and co-founder, that stores are a critical part of Wayfair’s strategy. “Depending on what purchases someone’s making, they may prefer the in-store experience and getting to work with an associate.” And while Wayfair offers design and financing assistance online, “sometimes, in-store can be either more pleasurable or more effective.” The insightful Warren Shoulberg takes us through Wayfair's destination showroom and helps us gain an understanding of how this showroom was merchandised to help us all add just the right everything for our homes. Who are you betting on? The GIANT that is counting on a rising tide to raise all its boats or the coming swarm of nimble, laser focused stores that appear in this shadows. https://lnkd.in/gt-G8tAZ

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Spring Capsule Essentials ⚡️ I talked with TLC to give my expert insights on what to wear and how to wear it, this Spring! If you participated in my #unfckyourclosetchallenge last week, you’re ready to fill the gaps in your wardrobe with some of my Spring must-haves. And my main advice for everyone looking to refresh their wardrobe this seaon is... ✔️ Get your undergarments in order ✔️ Tailor your pieces for the perfect fit ✔️ Go light with denim for spring ✔️ Level up your skirts and dresses ✔️ Grab a few good blazers ✔️ Get comfortable in your footwear Now is the perfect time to grab these items and let go of the clothes that are just taking up space. Click the link to read the full article!

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An awkward interaction at Sephora 💄 that reinforced the need for transparency in brand marketing: As I was perusing the skincare section, a woman dressed all in black (like the Sephora employees) asked if I needed help. I said I liked my moisturizer but didn't love the scent of it. She whipped out her phone and said, oh there's this great app we can use to scan the barcode and see if there are any bad ingredients in it. Oh neat, I said. Then I noticed it was an app made by a competing skincare brand. Ah, and the app just happens to be made by a different brand, I said. I was trying to be jokey. 🙃 She got super flustered and defensive, and I said, oh it's ok, I know how marketing works. She said, "I'm not marketing anything!" But of course she was. She was paid by Competing Skincare Brand to talk up their products in Sephora. And you know what? She did a great job. After we smoothed things over and she assured me that she doesn't make commission and really cares about helping people with skincare, and I assured her that I didn't mean anything offensive and I understood, I bought a $34 exfoliating toner! 💸 And then I crept around to the other side of the display and bought more of my moisturizer, too. This interaction didn't have to be so awkward. If she had approached me and said "Hi, I'm an expert in Competing Skincare Brand, could I show you some of the products?" I would have said yes. Or if she had shown me the app and said, "Competing Skincare Brand makes this cool app you can use to check the ingredients of any products, even from other brands. Let's take a look at your moisturizer!" I would have thought that was nifty. A tool that can be used to verify quality ingredients in other brands' products is a great way to build trust in a brand. It's a competitive advantage. All marketers, from the in-store retail rep to the CMO, should be confident enough in their products to not be sneaky about selling them. Consumers are smart. They understand how marketing works. Just talk to them like you know that. 🎓

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Under the exceptional leadership of CEO Fran Horowitz, Abercrombie & Fitch Co. has undergone a significant transformation. By addressing past mistakes and implementing a comprehensive rebranding strategy focused on inclusivity and diversity, she has driven the company’s remarkable resurgence. This success is the result of years of dedicated effort and commitment to doing what’s right. A recent Forbes article highlights this impressive turnaround, reporting record-breaking first-quarter earnings and a 459% stock growth over the past year, even outperforming tech giant Nvidia. In an era when many organizations have abandoned their commitments to diversity, Abercrombie & Fitch's steadfast dedication stands out. As a former employee, seeing the company thrive once again, with its evolved and inclusive approach, is both familiar and refreshingly new. This transformation is a testament to the power of embracing diversity and inclusivity, and it’s a change worth celebrating.

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The Hidden Risk for Execs: Misunderstanding the Resale Surge In a candid conversation with the CEO of a well-known fashion brand, we were, of course, discussing resale and its implications. He wasn’t convinced it was a threat to his brand. His teenagers thrift all the time, yet he saw no danger. Why? He believed it was just a phase, like Gen X’s flirtation with sustainability in the late 90's and early 2000's. It hit me—this mindset is common among today’s executives. They remember Gen X talking about sustainability but shifting back to conventional shopping once they had money. They see today’s thrifting trend as similar, destined to fade. But in my work at Trove, I’ve seen firsthand that this is not the case. Here’s the twist: Millennials and Gen Z aren’t thrifting out of necessity. They’re digital natives who have found a smarter way to shop, almost like they know a secret that older generations don’t understand. They grew up with everything at their fingertips, and thrifting fits perfectly into their lives. It’s not just about saving money or sustainability; it’s about the thrill of the hunt, finding aspirational brands at a fraction of the cost. It’s a way to upscale their wardrobes without breaking the bank. This isn’t a temporary phase; it’s a fundamental shift. These younger generations have discovered a "hack": buying better items used and selling them back reduces the cost per use or wear. Instead of focusing solely on the initial purchase price, they see the bigger picture. They mix used fashion, fast fashion, and premium new pieces seamlessly. It’s perfectly consistent to buy some resale, some fast fashion, and some high-end new items. They’re making a statement, curating unique styles, and being part of a community that values access over accumulation. Thrifting and resale are growing at five times the rate of fashion retail because it’s not just about sustainability or finances, though those are great bonuses but they are no longer the primary drivers. It’s about being smarter shoppers. It’s a desire for more, smarter, better. Not being aware of shifts in shopping is dangerous, but even more risky is seeing the change and thinking it’s the same as what you’ve seen before. Dismissing it as something already understood overlooks the fundamental shifts in consumer behavior. Thrifting today is a smarter, more aspirational way to shop in the digital age, and recognizing this can make all the difference. Adam Werbach Ken Pucker Cynthia Power James Reinhart Terry Boyle Trove Chris Riley Andy Murray Wayne Kulkin Joel Makower Joe Macleod Adam Rome Roy Notowitz Sasha Radovich Brook Porter Shelley Bransten J.R. Siegel Dara O'Rourke Gayle Tait Shaun Ellis Gam Dias Kerry Whorton Cooper Cathy Halligan Peter WhitcombShalini Unnikrishnan Zach First Molly Wood Ellen Weinreb Steve Hoffman Cyrus Wadia Nellie Cohen Wilson Griffin Matthew Nichols Paul Straub Adam Siegel

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Proof that #brandbuilding has become one-to-one versus one-to-many - a pull versus push strategy - is the rise of TikTok. The New York Times recent article is a must read for anyone who sells to consumers. Yes, that's a broad statement but 170M Americans are on the platform. Even if you are one of them, you may not realize how the platform has influenced other areas. Politics aside, its influence is unmistakable, and the Times offers a great summary. Who do you follow to get into your "flow state?" Are you aware of anyone successfully using a push strategy? Link in Comments. Highlights: - 62% of Americans between 18-29 use TikTok - The average user spends 58 minutes per day - It's where 14% of American adults get their news - It's a multibillion-dollar mall - It's created trends you likely never heard of ... "Toilettoks" is a thing - 57% of Gen Z like or leave comments - It teaches finance #tiktok #brandbuilding #trends

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💄🧴 Have you met the Sephora Kids? 🧴💄 I wrote about the trend for Gen Alphas who are obsessed with skincare and raiding Sephora’s shelves to later post GWRM videos. The startling thing reporting this piece was how quickly my social media feeds flooded with young girls under 13 (TikTok removed profiles I flagged to it). Interesting bits I found: ✨Gen Alpha is estimated to be the largest generation yet with the largest projected spending power ✨By the end of this year more than $5.39tn will be spent on them annually, and this is set to rise by $10bn each year, according to Mark McCrindle ✨Some beauty brands are sending samples to these children, which laws in the UK and US permit ✨ The Advertising Standards Agency in the UK said this only becomes a problem if the products marketed are harmful What do you make of this generation’s passion for skincare? The ‘Sephora kids’ era raises concerns about online content https://on.ft.com/3K5JHhv #sephorakids #socialmedia #childsafety #onlinesafety #skincare #beauty #GenAlpha

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🌟 From Supermodel to Pet Industry Entrepreneur: The Pivot of Taylor Hill 🌟 From the world's most iconic fashion runways and magazine covers, Taylor Hill has made a remarkable pivot from supermodel to pet industry innovator. After a personal loss and profound insights gained from her late beloved labradoodle, Tate, Hill ventured into entrepreneurship with a purpose-driven mission. With the launch of Tate & Taylor, Hill aims to tackle the complex $143 billion pet market by creating a community-centric platform that simplifies pet ownership. Her venture focuses on curated experiences, promoting ethical brands like FLOOF and Springer Pets, and providing credible information, making the pet care industry more accessible and less daunting for pet owners. Key to Hill's venture is promoting brands that align with her values of quality and transparency. Hill is also driven by a deep commitment to animal welfare, evidenced by her support for initiatives like The Buddy Fund, which helps manage cancer treatment costs for pets, and her role as an ambassador for Animal Aid USA. Taylor Hill's transition into the pet industry is not just a business move; it's a heartfelt endeavor to honor Tate and improve the lives of pet owners and their furry companions. Her story tells a personal experience and passion that can inspire success in business ventures with purpose. For the latest article on my Forbes page: https://lnkd.in/eDZHw57t #CareerPivot #Entrepreneurship #PetIndustry #Innovation

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There's a fascinating shift happening in the fragrance industry, driven by none other than teenage boys. The "smellmaxxing" trend, which has caught fire on TikTok, involves teens investing in high-end designer colognes. They’re moving past the Axe body spray days and diving into luxury scents like Tom Ford and Valentino. It’s not just about smelling good; it’s about creating a unique, memorable personal scent 🌟 From my own experience, my son who is about to enter middle school, has become really sensitive to scents and has become keenly aware of how he smells before heading out of home. He is curious when we go shopping and is drawn to the high-end scents, rather than reaching for the Axe. So, why should brands and marketers care about smellmaxxing? Well, it shows that young consumers are willing to spend big on quality products early on, potentially building long-term brand loyalty. The influence of social media is undeniable here, with TikTok stars like Jeremy Fragrance guiding their followers’ scent choices. These teens are talking about fragrances with the sophistication of seasoned perfumers, using terms like “sillage” and discussing scent notes in depth 👃. Teenage boys’ spending on fragrances has jumped by 26% over the past year 📈. It’s a clear opportunity for fragrance brands to tap into a dedicated and enthusiastic segment. Brands need to meet these young consumers where they are: online, engaged, and ready to learn about what they’re buying. Marketing strategies should evolve to focus on experience rather than just the product. Think scent journeys, storytelling about the fragrance’s creation, and interactive content that educates and entertains 🎥. Quality and sustainability will also play crucial roles, as these young consumers are discerning and eco-conscious 🌿 Smellmaxxing isn’t just a passing trend. It’s a glimpse into the future of consumer preferences. ✨. #multisensory #ConsumerTrends #YouthMarketing #TikTokInfluence

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Get to $1MM in Sales for your Fashion Brand with Wholesale! Everyone wants to get into Saks, Anthro and Revolve and other large retailers, but one BIG question to ask is: Can you afford to do wholesale? It’s crucial to understand the margins for wholesaling your line. Typically, you'll need to give wholesale accounts a generous margin for them to make money. At Alala, we use aim for a 60-65% margin when pricing for wholesale and then a 2.25-2.5x markup from wholesale to retail. If you don’t have strong COGS, you might end up losing money going wholesale, especially when factoring in other costs like warehousing and shipping. Get your COGS under control before considering selling to other stores. At the very least, try to break even initially. More insights coming soon! Subscribe to my Substack for weekly newsletters about how to grow your fashion brand to $1MM in sales. #Wholesale101 #Margin #COGS #FashionBusiness

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I had the pleasure of going live with MoneyFM 89.3 in conversation with Audrey Siek for The Breakfast Show earlier this week. We discussed how luxury retail today faces a threat - the gray market. From heavy import taxes to huge demand and less supply, there are various factors that fuel the gray market selling of luxury goods today. This leads to challenges like: - Brand dilution  - Impact on brand image and perception - Decrease in sales We also discussed the solutions that luxury brands can implement to navigate these challenges. If you missed the interview, you can listen to the recording below and add your insights. #Brands #LuxuryBrands #GrayMarketSellers #BrandProtection #TheBreakfastShow

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Rachel Roberts Mattox Yes, I agree!! It is crucial for marketing and product development to understand this behavioral shift. Shifting consumer behaviors towards positive outcomes requires a deeper understanding. For younger shoppers, clicking and buying what’s affordable and trendy has become almost Pavlovian. I really enjoyed your article; it would make for a great live discussion!! WE ARE THE BOARD

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Last month Mara Hoffman announced that they will be closing their doors, signaling what The Business of Fashion is calling a "Slow Fashion Recession." Their durable, natural and organically made dresses were one of 2023’s defining trends, capturing the market’s early shift towards thoughtful consumption. However, many other labels with far bigger advertising budgets (though dubious claims to eco-friendliness) took notice and began capitalizing on this trend as well. Now lost in the noise, inflation is dealing a double blow to conscious brands since both consumers and businesses are now finding it increasingly difficult to adhere to their own values while managing their financial responsibilities. Reframe the world around you — should you be mad at the sustainable brand for delivering a higher price point for their products or should you be mad at your employer for not paying you a wage that gives you access to clothes that don’t involve exploitation in their manufacturing process? Slow fashion is far from gone. It’s just still sorting out how to work profitably with the brands that really want to do better.

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On my radar this week: The Business of Fashion reports on the waning of festival business and audience perceptions on festival influencer marketing tactics Key highlights from the article: -Shortened to one day from two, the e-tailer's flagship Revolve Festival culled its guest count to 1,200 this year, down from 5,000 at its peak. -After its marketing budget went down by $10 million in 2023, the company is hosting fewer lavish influencer trips. -Revolve is emphasising categories such as activewear, everyday clothing, beauty and basics at its influencer trips and events to return to growth in 2024. What it has me thinking: 1)the economy is affecting live entertainment tix sales in a way that may either eventually (or have already) negatively affect brands’ incentive to partake OR it can be attractive to brands who want to ensure top of mind impact with a more intimate crowd. 2)I’ve been thinking that the current model of influencer marketing has gotten stale. What’s the next wave? How can we win the hearts of our audiences by leveraging those who truly influence them. What do those ppl look like now? How do we break the fourth wall that influencer marketing has adopted and audiences can sniff out in two seconds…and make it authentic again? Chime in with your thoughts! https://lnkd.in/esfp5kMh https://lnkd.in/esfp5kMh

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