Your brand has strong momentum in a category of large, well established players. What is your unique proposition?
Anna Mason: We offer a unique product and experience that, rather than being just another label, is all about our customers having their own 'Anna Mason moment': wearing something feminine, stylish and distinct that fits and flatters them, so they look and feel amazing. It stems from our original made-to-order service the we offer at our atelier, but we apply it to our ready-to-wear offer too.
What have you learned from the largest companies in your space? What do you do differently?
We have learnt the power of sales and marketing that focuses on the individual customer and their wants or needs. Being a smaller independent brand, we can't compete with the biggest companies’ budgets, but we can compete on being agile and responsive. We always make it personal. It is personal. We know our customers’ names and build long-term relationships with them.
How does your company benefit the wider community? How sustainable is your offering?
Our clothes are designed and made to fit and to last, so that they become favourite items that are worn again and again. We purchase our materials and make our pieces in limited runs to minimise waste, and we are constantly working to increase sustainability in everything that we do. Our benefit to the wider community includes sustaining a number of specialist suppliers throughout the UK and Europe. Luxury brands tend to think in generations not years.
What is your long-term vision and what will be your legacy?
I hope to build a recognisable brand silhouette and style that will live on for generations. Rather like Chanel and Dior, I develop and return to visual codes that are becoming trademarks of the brand. I'm not sure if my daughter will take over, but it's a nice thought!
