Altered State

It’s the thing that drives all progress, so why do we fear it?

Change … why do we all seem to dislike the word and the process so much? Without it, we’d be living the lives of our ancestors. The modern day lifestyle has a many advantages compared with what went before us, yet, in the past few months, I have introduced a mountain of change in my organisation and watched many of the team struggle under the new introductions.
The positioning of an independent board was the first noticeable change to the company infrastructure and, as a result of the first two board meetings, we saw a redefinition of the organisational chart and the recruitment of another tier of management in my company. Daunting for a team that had pretty much self-managed for the last 18 years, bringing a host of technical skills, but light on vision and leadership.
How could they not see the wonderful opportunities that change brings, the new roles that will eventuate, and the add-ons? In our case, the opening of the Australian market has meant that some of the girls will regularly travel across the ditch to consumer expos and for the opening and training of the new retail sites.
I have such a huge vision for this company and change is a necessary part. The board has not only charted the additional recruitment path but also helped set the vision and the strategy needed to affect this over the next five years.
The positioning of the independent directors has been a powerful way for me to make myself accountable for all these wonderful dreams and schemes that I have had over the past years. The position has been communicated to the team and also becomes the measure of the board that I have recruited. In other words, can we achieve this?
A company that avoids change or fails to embrace it is often a company on a slippery downward slope. I look at the many casualties in the rag trade – many of these have been large players in their time that have not moved with the changing market. It is up to us to educate our customers with each new season, by introducing new styling, colours and fabrics. To remain the same is not an option. Not only will your competitors catch up, but also you will saturate your market. I have been caught many times re-cutting a winning style only to find the second and third run is lukewarm when compared with the first.
Consider technology, and the changes that have occurred in business as a result. Companies without a website and a strong customer database are at a huge disadvantage. In our business, there is a whole generation coming through that knows about shopping only on the internet. Not for me. I much prefer, as do many of our customers, the very tactile in-house experience of buying a frock. I like to know that it fits and looks great. Not for my daughter, Sam. If a web purchase is not as she expected and there is no option to return, she simply sells it on Trade Me.
One needs continually to think about what retail will look like in the not-so-distant future. You would think a company like mine should be nervous after watching the demise of the retail music industry. And how long before e-books become the norm?
I love change so much I have recruited a change retail manager. Her job is to question everything that we do: accept nothing and question everything. So she does and I love that.
I have also amped up our digital strategy: Facebook, YouTube and Twitter, which have been activated in a huge way, not just by me but also by the team. Many of the younger ones are adding the content. After all, it is their world and our content has to be relevant to the users of these worlds – connected but not blatant advertorial, as so many business operations seem to burden these media with.
I have always seen the importance of a strong retail database for each store with which we communicate regularly. This has been a huge tool as we enter Australia. We already have many names gathered from the international expos in which we have taken part. I use these bases to recruit, to inform to request … I’ve even found my daughter a great doctor in Ponsonby by asking the database.
I am, however, incredibly careful not to overload the database and especially not to drive a blatant sales message through it. It is all about inclusion, feeling special and, for us, creating not only brand advocates but also extreme brand loyalty.
It is interesting to see the evolution of my company in this highly changeable environment. There has been no attrition as a direct result. In fact, quite the opposite, as the reality dawns on the size of the task to be done. It is now with relief that they embrace the new regime and the new team as it simply makes their jobs easier and they, in turn, are at last able to achieve the outcomes that an overworked and under-skilled team cannot.
There are new stars appearing within the team, people who were stifled by the old structure, new ways of achieving outcomes are being uncovered and many are displaying an ability to take up opportunities to drive the brand in the market where they were traditionally overlooked.
These opportunities have meant a different type of woman is attracted to the retail team, a capable sales achiever who is about growth and achievement within the company, wanting roles that will enrich them and opportunities that they know I will provide.
Embracing change is vital to running a great business, ensure you welcome it into your business at every opportunity.
Remember, nothing stays the same … avoid it at your peril.
Annah Stretton
www.annahstretton.co.nz