Leading by Example

Fashion entrepreneurs are multitaskers, problem solvers, globetrotters, motivators, buffers, visionaries, role models, and accountants - preferably all at once. The times are demanding, as are people and trade relations. Excellent managers master the challenge of leading by example. Always… Text: Martina Müllner-Seybold, Kay Alexander Plonka. Illustrations: Claudia Meitert@Caroline Seidler

THE GOOD TIMES WILL RETURN Belinda Selendi, owner of Selendi Die Mode

“The Lord has graced me with an incredible enthusiasm and passion for fashion. It remains unbroken, even 34 years after I launched my store. I have an optimistic outlook on the fu ture. I have experienced so many waves and phases over the years, which is why I am sure that the stationary retail trade will experience an upswing at some point. Naturally, one has to earn that upswing, for instance by building and expanding one’s regular customer database. Without regular custom ers, you don’t stand a chance. Whenever an opportunity arises during a personal conversation with a regular, I try to create awareness: quality versus fast fashion, buying locally versus online shopping. The reactions are positive. The customers have something to think about. We retailers have every right to take a stand, as long as we’re not patronising. We should highlight our value, in particular our value for the customer we advise. We also have a value for the city, which remains attractive because of us.”

RESPECT AND OPENNESS Bert Sterck, fashion consultant

“The current situation in the fashion sector isn’t easy, for var ious reasons. But one should never forget how much fun this industry is. I feel a great love for this profession, for people, for creativity, and for the beautiful things with which we are showered - every two seasons at the latest. I perceive it as a gift! I strive to maintain both openness and respect. I believe it is essential that people in management positions regularly highlight the positive contribution of the staff on the sales floor. They achieve great things, especially in the upscale segment. A dress for 6,000 Euros doesn’t fly off the shelf by itself. However, I have noticed that this pure pleasure in sell ing is fading. Our zeitgeist simply isn’t suited for the service idea. If one sells a great dress, one should perceive it as an achievement rather than regretting the fact that it didn’t end up in one’s own wardrobe. This is increasingly difficult to do in a world defined by constant comparisons and the display of one’s own possessions.”

LEAVE YOUR COMFORT ZONE Daniel Thiel, owner of Daniel Thiel Wiesbaden

“From employee to entrepreneur - that was a step out of my comfort zone which I have never regretted. The newly attained freedom gives me great satisfaction. I love being there for my customers. I am a person who loves to give. And whenever I give, I do so without ulterior motives. I am immensely humbled by the fact that both my customers and my team have been loyal to me for so many years. The relationships I establish go far beyond the retailer-custom er level. This is what makes entrepreneurial commitment so rewarding. I leave the store happy every day, because I have succeeded in what I dreamed of. Daniel Thiel is like a living room, a place you enjoy visiting: be it for a chat or new clothes. My customers often tell me that my store is espe cially magical. Such compliments make me happy.”

PERMANENT CURIOSITY Kay Knipschild, owner of Burg & Schild and Red Wing Stores Berlin, Hamburg & Munich

“I primarily draw my strength from the love of the products we sell. Naturally, the interaction with employees should also be enjoyable. Most of our customers can sense this approach in the store. I also expect my employees to chal lenge me, be it with ideas or concrete proposals on how we can improve together. This places me, in a positive sense, in a permanent state of curiosity. After all, a 25-year-old employee requires good - or even surprising - solutions from me in order to be able to solve a problem independently later, even if I’m old enough to be his or her father. As a counter-balance to the everyday mass of e-mails, social media, telephone calls, meetings, and customer interaction, I reserve the right to switch off both telephone and Internet for a 3-week vacation once a year. Then, I renounce commu nication completely.”

MARKETPLACE FOR GOOD FEELINGS Elke Wocke, owner of Strandgut Cologne

“The term co-worker holds a lot of truth. Not only do I per ceive my team in that spirit, but I also see myself as someone who works with others. When a large delivery arrives, it goes without saying that I help out. I am very dedicated and maintain very personal relationships. We even invite our staff to pool parties at our home every now and then. Some might shake their heads at such an idea, but I believe that, given the amount of time I spend in the store, our relationship needs to be excellent. At Strandgut Cologne we laugh to gether and master difficult situations together. We look after each other. We treat each other in a friendly and respectful manner. Our good mood spreads to the customers. We are often commended on how great our team spirit is. Custom ers are incredibly sensitive. If they sense that your heart isn’t in it, they refuse to buy from you. In return, we are rewarded for our exceptional dedication and passion. The reward: a great team, excellent customers, and commercial success.”