Today we are happy to welcome Stefan Laban, URBN Global Head of International. URBN is the parent company of Urban Outfitters, Anthropologie and Free People. With over 20 years of industry experience, he knows about the challenges and negative changes, but also advantages and opportunities the fashion industry has to offer. We asked him what he pays attention to when looking for hiring new people for his team and how the industry changed during the past couple of years. Â
- Hello Mr Laban. We are delighted to have you with us today. May you briefly introduce yourself to the Glam Observer readers?
Sure, I am German but have lived in London and Amsterdam for the past 16 years. I have been in retail all my life and have a passion for product and customers.
2.You have
Ha – just about everything. When I started at Peek & Cloppenburg there weren’t even mobile phones… However, in the past five years change accelerated and now it is even difficult to predict the next three years. The consumer for sure is less brand loyal and more demanding than ever.
3.Tips for young talents on how to progress their career in fashion?
Be open minded. Take your job serious but don’t take yourself too serious. And if in retail, learn the trade on the shopfloor so you know how hard it is to stand on your feet for a long day.
4. What should brands and businesses do in order to staying competitive in this industry?
In my opinion consumer experience is the new battleground and no longer necessarily just price and product. If your position is unique and you have a clear concept you will thrive. Consumers today have a higher sensitivity to things that are boring, so make your stores / website inspirational and exciting.
5. Many brands are closing their ‘brick and mortar’ due to the high online request and development of the online market. What are your thoughts on this topic and
I think one needs a good balance. There is a big difference between buying and shopping. Buying is
6. You currently work as URBN Global Head of International. What does this position require from you and how did you get there?
First and foremost flexibility and some calmness. We have stores in so many countries and something somewhere happens all the time.
7. Did you get to build a team around you? And what do you pay attention to, when hiring new positions?
I
8. What is a key aspect or advice on keeping a popular business going and on staying focused and clear-minded?
Retail industry people talk about channels – consumers don’t, for them, it is all about shopping. Many retailers even have separate metrics by channel, that is a thing of the past. The majority of shoppers are active in stores and digital channels.
9.What should one know about the industry and its challenges before deciding to commence a career in fashion?
It’s not an easy industry as fashion has to reinvent itself every three to six months. It does not matter if your last collection has been great, it’s all about the moment. So if you like change and fast pace, fashion can be a
10. Three aspects you appreciate the most about the fashion industry nowadays.
Stefan : it’s pace, being able to touch product and that for my job I have to get out and understand cities and people – vs. sitting in some trading room or in a conference room at an airport hotel
11. Advice you would have liked to be given at the beginning of your career?
That is a good question and I have never thought of it before. When you are young one tends to ignore advice anyway, so not quite sure. I also believe that we have to find our own way. One thing that worked for me is leaving the comfort zone when things are getting too cozy.
Interview by Lilly Meuser
