Page 4 - February 2020

who’s who in retail

MEETS

Sébastien

Bismuth

PRESIDENT OF JENNYFER

Q. What are your key objectives over the next 12 months? that are different to business, that’s why I really admire Jack Ma, who
A. After transforming Jennyfer’s brand image, nowadays we are 100 has opted to retire, and his speech that says that for each age we need
per cent focused on the transformation process of the product. We to have a different mission in life, this resonates with me.
came from segmented equipment products to collections that answer
to equipment needs but with a modern streetwear style that goes with Q. What do you make of social media and its prominent rise
capsule collections that add dynamics to the offer all season long. We in importance over the last few years?
are ending the mutation from a classic clothing brand to a market place A. We can ask ourselves about the sense of the educational role of
with our own phygital brands. social media or we can accept that it’s a new way of leisure, like TV has
been for a long time. For sure the new media has its limits, all media
Q. Have the economic struggles across the market in recent does, but its extraordinary advantage is its independence, as it cannot
years had any impact on the business? be controlled by a group. These forms of social media are breaking
A. Yes, the crisis delayed the renovation of stores, the digital the barriers and give direct and interactive access between people,
innovation and it has complicated talent recruitments, these are the communities, and influencers and give the opportunity to people to do
keys to success. big things without passing by classic media and spending lots of money.
It is an extraordinary trampoline!
Q. What key leadership skills do you feel are the most
important in the current retail climate? Q. What would you consider to be your career highlights?
A. I believe the most important leadership skills are having an A. In terms of innovation, without doubt I highlight the Undiz Machine
entrepreneurial spirit, having the vision of society evolution, having an creation (delivery system through tubes) and in terms of human and
excellent expertise in his/her area/domain and then finally, I believe social experience I want to highlight the adventure I am leaving with all
having a sense of humanity is important, as nowadays it’s a key factor DCM Jennyfer employees. We are all in the same “boat” with a unique
to motivate and make the enterprise more dynamic. objective: the desire of transforming and polishing this brand, who still
has many things to say to the textile market, and that nowadays has
Q. As a leader, when making key strategic decisions, what a top place in the 10-18 year-old age range bracket, proving that the
proportion of the decision do you feel is fact-based and what physical market is still alive and kicking!
proportion is instinctual?
A. There are a lot of decisions based 100 per cent on factual results Q. How are you feeling about the 12 months ahead?
and we cannot fight things when they are factual. However, the most A. I’m facing this 12 months ahead with much more energy and good
difficult decisions that I have taken during my career have all been ideas than the past 12 months.
based on intuition.
Q. Do you have any words of warning for the industry?
Q. Can a leader be transformational and authentic, and who A. The number one warning is arriving to be more responsible with
is your favourite example of such a leader? our planet and improve the production conditions.
A. Yes, I agree that a leader can be transformational and authentic. It is
quite difficult to answer this question; we all have the same successful Q. Any final thoughts or anything else you would like to add?
enterprising examples in mind like Apple, Alibaba or Tesla, of which A. In terms of naming, we have changed from Jennyfer to Don’t Call
their leaders have an exciting point of view of business and of life. For Me Jennyfer and today we’re moving to DCM Jennyfer. But this is
me, the leader that really inspires me is that kind of chief executive that only “marketing”, the real transformation of the brand is being done
rises up and stops running around profits and moves to other things through the value “zéro etiquette”, no stereotypes.

04 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2020