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May 23, 2016
Maria Pesin
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Should You Be Your Own Fashion Brands Ambassador?  In retail, there is the belief that buyers and higher-ups should work on the floor at least once a month  to interact personally with the customers. This helps people who are normally removed from the customers buying experience to learn what their customers really want.  As a brand manager I was always visiting stores and spending time on the floor so that I really understood what the customer wanted.  Spending time with the shoppers to communicate the brands DNA helped create an emotional connection.
These days the emotional connection is even more important as buyers not only want to like the product but also like the company and what it stands for.  That is why companies like Toms and Everlane are so popular.
One of the easiest ways to create an emotional connection is through brand ambassadors.  Brand ambassadors humanize your brand and give customers someone to relate to.  As the brand owner if you have the right image it makes sense that you be that ambassador.  As your brand ambassador  you are usually the most passionate about — and intimately familiar with — your products or services
Your brand’s personality is the unique, humane voice with which your story is told in the marketplace.  Look at some of the best fashion companies out there and how they are led by the companies founders.  Companies such as:  Michael Kors,  Donna Karan, Estee Lauder, Sara Blakely (Spanx),  and Tom Ford.  They knew that no one else can tell your brand story like you can.  People relate to people, and if your brand feels like people, they’ll relate to you too.
So what are some of the traits you need to have to be able to be an effective brand ambassador?  The right image, passion for your product, good communication skills,  outgoing, a leader, and relationship builder,  are some of the key characteristics you will need.  If you have them or can cultivate them, then you should seriously consider being your own fashion brands ambassador.
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Maria Pesin

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