Meet The Marketing Frontman for LoveShackFancy
LoveShackFancy's senior director of marketing and communications, Liam McKessar, shares his take on physical retail's bright and connected future.
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20 Questions with Liam McKessar
In a new series from Endear, we interview retail experts to get their take on a variety of industry-specific questions - 20 of them, to be exact. Our latest interview in this series is with Liam McKessar, Senior Director of Marketing and Communications for omnichannel consumer brand LoveShackFancy. Liam shares his perspective on how retail is evolving and changing over the course of 20 Questions with Endear.
How many years have you worked in retail?
7
Did you ever work in a retail store?
Yes.
What's the best part about working in retail? Or the worst?
The best: front line customer feedback on your product. The worst: the customers
In five words or less, how would you describe the future of retail?
Immersive, tactile, unique (vs homogeneous)
The answer to your problems is always in your stores
What's your favorite way to be approached as a shopper? Or least favorite?
Acknowledgement when first entering store, approached about setting up a fitting room, attended for size alternatives in fitting room
In your opinion, what are some of the most important qualities or skills someone working in retail can have?
Positive demeanor, extensive product knowledge
Tell us about an experience you had with a particularly noteworthy customer.
Sketchy returns!
Fill in the blank: "Working in retail is great, unless you _____, then don't even think about it!"
are clinically depressed
Name a brand you think has a particularly great or unique approach to retail right now.
Moncler, Kith, Dior
What does the term clienteling mean to you?
Relationship building
What's your favorite thing to shop for?
Clothing
What's the last thing you bought while shopping online?
Sheets
What store(s) are you shopping IRL right now?
Brandy Melville
What was your favorite store/mall to shop as a kid?
Ralph Lauren
What was your first "big" retail purchase?
LV duffle bag in 2002
What technology trend do you think will have the largest impact on retail over the next 5 years? Over the next 20?
Anything that furthers the omni experience - sizing inventory, pick up / delivery, experiential marketing content, etc
What's a current retail trend you're excited about?
Any type of digital content integration
What's the best piece of advice you've gotten while working in retail?
The answer to your problems is always in your stores