Forever New strategy was global expansion and Carley’s aim was to deliver this ensuring profit and success for Forever New by using the full-service offer. Carley and the team, tested new markets for Forever New via wholesale, which has a minimal cost, therefore a healthy bottom line for FN.
Over the 2 year journey, there have been many successes, and also many tests for the brand, which have learnt lessons for the brand. For example; which operating model suits them best, geographically where their brand is loved. Forever New now has its results and can concentrate on investing in these global markets.
Workshop spanning 6 months to implement change to their retail business, making Forever New think like a wholesale business. Individual workshops involved specific team work, by department. Topics covered and implemented were:
- Compliance within manufacturing and logistics.
- Logistics: how to deliver product in a wholesale way.
- Pricing model by country. Hedging ex.rates, competitor analysis.
- Creative – on-boarding a dedicated design team for wholesale.
- Buying; process change, introducing wholesale into the ways of working.
Further project scope:
- Wholesale commercial negotiations.
- Project management. Milestones for growth.
- Driving all new business leads and on-boarding the below platforms as listed on the project outcomes.
- Working with a dedicated design team to design an exclusive range for the wholesale market.
- Recruiting the current wholesale team, growing from 1 to 8 team members over 2 years
“We want every moment—no matter how big or small—to feel like it belongs to Her. Like she owns it. Wherever she goes, we give her the self-belief and confidence to make the seemingly insignificant, unforgettable.”
- Launched on ASOS in 2017.
- Launched on Zalando and Zalora in 2018.
- Launched on all these marketplace platforms in 2018: Amazon AU, US & CA, Nisnass and La Moda.
- 3rd party ecomm growth from 1st year FY17/18 +70%, driven purely by wholesale.
- 2nd year of trading in wholesale FY18/19 +58%, driven purely by wholesale.