SUSTAINABILITY ENTREPRENEUR AND DIGITAL BRAND PIONEER
I am a dedicated entrepreneur who successfully built a sustainable fashion brand and website catering to individuals seeking stylish off-duty attire. My journey began in 2012 when I recognized the need for high-quality, sustainable fashion that didn't compromise on attitude and style. I also saw a vision where Social Media and digital marketing could benefit from more innovation. This vision led me to create my own fashion label, "local fashionmob," and launch the website "fashionmob.se" under the banner of "sustainable style for off-duty living." During this period I was more or less a one-person powerhouse as Founder & CEO at Local Fashionmob.
Brand Building and Multichannel Sales: I orchestrated every aspect of my brand, from design to distribution. My brand was not only sold directly through our own webshop but also strategically placed in well-chosen retailers in Sweden, pop-up shops, and omnichannel events. This multichannel approach allowed me to reach a diverse customer base.
Digital Storytelling Expertise: My brand thrived on digital storytelling instead of short term trends, with a strong focus on marketing through online channels. I harnessed the power of social media and online platforms to create a unique and engaging brand experience for customers, beyond mere sales promotions.
Championing Sustainability with Style: I was committed to demonstrating that sustainability and style could coexist. Through my brand, I aimed to correct the misunderstanding that sustainability had to be dull. This commitment to sustainability while maintaining a strong sense of attitude and style set my brand apart in the fashion industry.
Resourceful Entrepreneurship: My entrepreneurial journey was marked by resourcefulness. Despite a limited budget, I created a brand that looked and felt like a million-dollar enterprise from day one. I managed time-consuming tasks such as purchasing and product development while simultaneously handling marketing, sales, and business development.
One-Person Powerhouse: I played multiple roles within my brand, serving as the Art Director, Copywriter, Graphic Designer, Stylist, and Marketer. I even took on responsibilities like website creation, content creation, social media management, and online advertising. Additionally, I acted as my own salesperson, engaging with exhibitions, shops, and events.
Mentorship and Collaborative Learning: I believed in giving back to the industry, and I mentored senior year students from the Swedish School of Textiles, providing them with real-world experience in purchasing and fashion design while benefiting from their assistance.
Adding Value Beyond Sales: I implemented innovative strategies to provide added value to my customers, such as inviting them to my atelier for limited-edition shopping and creative design input. I organized fashion shows and collaborative events, all of which contributed to the brand's popularity.
Influencer Marketing Trailblazer: Fashionmob was a pioneer in influencer marketing & Social Media and drawing the attention of fashion, music, and lifestyle bloggers across Sweden. It became the go-to brand for the entertainment and party elite in Stockholm and even in Los Angeles.
Outstanding Results: In just the first year, the brand achieved a revenue of 1.5 million SEK and generated substantial buzz. The brand's success was so profound that it attracted imitations from large fashion chains and brands, a testament to its ability to cut through the noise in the industry.