Page 4 - March 2021

who’s who in retail

MEETS

Marcella

Wartenbergh

CEO Of AWWG

Q. Given the current market conditions, have you had to alter only about posting content it is about engaging with our customers. We
or re-evaluate your key objectives over the coming 12 months? have accelerated our progress in this arena during the last 12 months
A. In every crisis there is opportunity. We were in a transformational and it has been incredible how we have moved 85 per cent of our
moment before the onset of the pandemic so we just need to pause marketing strategy to become digital first. I think the most important
and not change our priorities. Our five priorities remain the same; element of social media is that you can keep being global but still with a
it is all about consumer brands, product obsession, distribution, local connection.
digitalization and people. I feel the priorities have been readapted
rather than changed. Q. What would you consider to be your career highlights?
A. I would say this role with AWWG is my highlight. First of all
Q. How would you say the Covid-19 outbreak has affected my role or my journey in the group has been amazing because not
your business in the last weeks and months, and will it affect even six months into the role the world was hit with Covid-19, so
your plans moving forward? all my beautiful dreams and plans had to be adapted and become
A. It’s definitely a very big financial effect because having the stores more flexible.
closed really hurt everyone, although we have had a 300 per cent growth
in e-commerce. In addition there was an emotional consumer need; they Q. How are you personally feeling about the 12 months ahead?
wanted to be connected to the brand in a different way. Digitalization A. I feel that energy is going to be a key word for the next 12 months;
also played a big role; we are selling via WhatsApp, Facetime and Skype I think the next months will bring hope and positivity now that there
as people no longer have a fear to buy like that. seems to be a light at the end of the tunnel. I think that the glass can
either be half empty or half full and I want to see it half full. I feel
Q. What key leadership skills do you feel are the most that the worst has already happened, in the past we did not have
important in the current retail climate? a clue about this virus and we did not have a clue how the world
A. Flexibility and the ability to make quick decisions are pivotal because, would react. In the beginning we thought maybe Covid-19 was going
these days - time is of the essence. You need to be brave and be ready to to be a two week virus and then it will go away, it has now been
adapt to any given situation. 12 months, so in the sense of adapting to a new life, the worst has
already happened. I think we know that there is hope in front of
Q. As a leader, when you are making key strategic decisions, us and we need to think things will get better because it is not the
what proportion of the decision do you feel is fact-based and moment to fall. We are in the last kilometres of this marathon so do
what proportion is instinctual? not give up. I say to everyone, you need to have that energy, we have
A. I think today we are very lucky to have data and a lot of information. I already come through the worst.
always start with the data and the information available, but as the fashion
business is an emotional one, certainly an element of the decision-making Q. Any final thoughts or anything else you would like to add?
process is following your instinct so there is definitely a combination of A. I would say positivity is what we need, to all be together in
the two. I feel on product it is a 50/50 split, but when you are talking reactivating the economy and to recover businesses, not only in the
about marketing performance or you are talking about stores, this is fashion sector but the retail sector in general. It is very important
much more data driven. that we all contribute to make it happen. It is going to take time, this
pandemic has really hurt the whole world, so it is not the problem
Q. What do you make of social media and its prominent rise of one person or one country and it is a global problem. I think it
in importance over the last few years, and how important do is important to see that this economic situation that we are going
you feel e-commerce and online activities will continue to be? to encounter is going to be global and it is up to everyone to really
A. Social media is a fantastic way to connect with consumers. It is not recover and reactivate it.

04 RETAIL & LEISURE INTERNATIONAL MARCH 2021