Today on Memorable Marketing, Bart speaks to Cassandra Gowing, a Marketing Consultant and the ex-Head of Marketing at Radley London. She has over 13 years of experience in brand marketing and social media, alongside a strong background in the press, influencers, and creative campaigns. 

The pair talk about what Cassandra did to introduce the British brand Hunter to the US market, make it stand out, and reposition the Radley London brand to make it attractive to younger audiences.

Cassandra explains that in order to position a fashion brand, she had to tailor specific campaigns to different audiences. She also had to pick and consider certain channels that were more fashion-forward and which resonated with certain audience demographics, such as Instagram and TikTok’s video content, reaching more Gen Z consumers. In the end, it came down to segmenting audiences and targeting them based on the specific products that were being pushed.

Cassandra’s experience mainly revolves around the fashion industry and predominately comes from a social media background. As such, Cassandra is always thinking about how the consumer is interacting with campaigns from digital channels. 

Cassandra also highlights some brands she admires or thinks do well, and most of them focus on growing and cultivating their communities, values, and what they stand for, making them stand apart as a business.

Finally, Bart and Valeriia wrap up the podcast by discussing how Cassandra overcame the challenges of pivoting the brands she was working with towards a younger audience by collaborating and working with influencers.  

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].