Angel’s Face was founded around 12 years ago. Luna Journal spoke with Keely Deininger, founder of Angel’s Face, about the changes in retail, the impact of Brexit and the opportunities of influencer marketing.

What led to you launching Angel’s Face back in 2007?

I already had a company that was called Little linens  (pure linen for kids). It was very summery so I needed a business that worked for the winter.  As it turned out Angel’s Face just grew and grew to a point where I was too busy to do the linen range any more and focused solely on Angel’s Face.

What challenges have you faced in trading internationally and how do you see Brexit impacting this?

CEO Keely Deininger

The whole Brexit issue has gone quiet. When it first happened stores were afraid to buy as they wanted to know the cost implications. Once the pound dropped we looked far more attractive  price wise no one is even talking about it now.  I am sure this will change for next season but for now we are just getting on with business as usual.  We have a contingency plan and will put it in place when we know  a little more about what is happening.

How do you see the landscape of retail changing?

Retailing is changing rapidly, stores have to curate a great offer so that it fits the needs of customers that they are targeting.  It is no longer acceptable just to put a few collections together and hope that the people will come.  A good location and great space that offers more than just a place to buy clothes, it needs to be exciting for both the child and the parent.  Service is the biggest single factor to a store being successful or not. Training is key to giving the customer the best experience so that they come back.  If you do not offer all of this then the customer will go on line it’s that simple.  On line there is very little customer service or advice. Its difficult to know if garments feel nice, if they come up big or small, or if the quality is good.  On line stores are now catching on to customer service and are beginning to add value by loyalty schemes and sending tailored emails.  Delivery times are getting faster and cheaper, packaging is getting more cost effective and becoming more of an experience.  There is no time to stand still both online and bricks and mortar stores have to keep offering more value to the customer in terms of experience.

How many accounts does Angel’s Face have and which are your best performing countries?

We have around 400 accounts globally but our best markets are the United Kingdom, China and Italy

Which role does the German market play for your brand?

Germans are much less indulgent when it comes to girls clothing, we make clothes for dreamers, we are not utilitarian in any way. No one needs and Angel’s Face skirt they just want one.  So this market is more challenging for us.  We are the perfect brand for little girls that want to be seen, love fashion and want put their own look together.  We are slowly finding the right retailers for us,  they love our quality and how soft and tactile everything is.

What do you think of influencer marketing? Would you consider working with bloggers and influencers?

Influencers have cornered the market for the last couple of years, there are now so many of them, that I feel the market is saturated and something has to change.  Content has become a little bland and sometimes it would be nice to go back to hearing more about the stories of companies rather than just seeing image after image.  Magazines offer a lot more depth around a brand which tells the customer more of a story.

What can we expect from the new SS20 collection?

We are a very girly brand that has a lot of pink, however this season we have gone crazy for pale blue it is super pretty and looks really delicate in tulle.  We have made it edgy by adding sweat tops to floaty skirts, sort of tomboy meets a fairy!


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Bild: Angel’s Face