In this episode, we sit down with John Sadeghipoor, Director of Marketing at Free People Europe, a portfolio brand of URBN.

John discussed how long standing brands can stay relevant, especially in a fast paced industry such as fashion, and why he has named 2023 the year of the brand collaboration.

Listen to the full episode for more insights into...

The Power Of Creativity

‍Free People knows the power creativity holds when driving commercial success. Like in Paris, where an out-of-home campaign featuring a moto jacket turned heads and sold out within days after an influencer party.

‍How Big Brands Remain Relevant

‍John describes the strategy behind maintain an up-and-coming status for Free People. A core strategy is supporting new designers and brands, exemplified by their collaboration with La Fontana, a jewellery brand by a prominent Parisian influencer. The company integrates such brands into their ecosystem by featuring their products on their platforms, hosting launch events, and leveraging their global customer base to create new opportunities. The focus is on ensuring that success doesn't isolate them from their support network but rather enables them to uplift others.

‍Customer Centricity

‍For Free People, customer centricity is key. From captivating activations to collaborating with influencers, they’re not only driving traffic, but genuine engagement. John speaks about creating moments that resonate, sparking spikes in interest and search demand, all centred around their customers.