Buying and Beyond

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103

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Jun 2026

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Welcome to the Buying & Beyond podcast, the podcast for all things Retail Buying...and more! Join us, Kate & Lyns, buyers and best friends, each week for industry insights, stories and expertise from real people in retail. Enjoy honest stories and conversations, retail therapy and learn bite-sized tips from us and our guests from across the industry. Season 1 starts with Becoming a Buyer - the background to how we started in the industry, what exactly is a Buyer, working your way up the ladder and the main meetings and tasks working in Buying Season 2 is all about Being a Buyer - leading a team, coordinating trips, working with suppliers, product & personal development and sustainability Season 3 takes us beyond just the direct Buying team - we introduce merchandisers, talk about designers and new trends, burnout & life coaching. Season 4 is where we are joined by more Retail Buyers and have also invited Retail Businesses to tell us their stories Season 5 continues with a fantastic assortment of Retail Buyers and Retail Businesses. We find out how they got started and what inspires & excites them about retail - plus we lift the lid on what Brands need and Buyers expect! We are your modern day mentors; prepping Buyers of the future and empowering current Buyers. Our insights for retail businesses and entrepreneurs will shine a light on how to to build, grow, scale and pitch like a pro! If you like listening to this podcast, please rate, follow and share - you can also find us on instagram @buyingandbeyond Come behind the scenes with Buying and Beyond

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June 16, 202636 min

S9 E9 From Manchester to Japan: The Buyer's Guide to Trend Spotting

This week it's just the two of us - no guests, no agenda, just a good old buyers' debrief. A few weeks ago we headed to Manchester for the Buying and Beyond meetup, and naturally that meant hitting the shops. What followed was a wide-ranging conversation about what we saw on the floor, where smart buyers are finding inspiration right now, and how the digital landscape is changing the way we read trends. If you've ever wanted to know where to go, what to look for, and how to cut through the noise - this one's for you.Key TakeawaysKnow your customer and stay true to your brand identity.Manchester's retail scene was a masterclass in brand clarity. River Island's revival showed what happens when a brand stops chasing competitors and leans back into its core aesthetic. Meanwhile, M&S continues to prove that great product + smart outfit-building styling = appeal across generations. The lesson: customers are increasingly shopping by lifestyle and interests, not age.You don't need a big travel budget to find inspiration.Japan may be the gold standard for retail theater, but Europe is packed with accessible alternatives - Paris neighborhoods, Amsterdam's sustainable design scene, Bratislava's independent makers, and emerging destinations like Slovenia. Closer to home, a visit to a completely different city (hello, Manchester) can shift your perspective in ways a quick local shop sprint never will.Vinted and TikTok Shop are trend thermometers - use them.TikTok Shop transaction volume rose 80% year-on-year in 2025, and resale/sustainable product lines are forecast to account for 20% of apparel sales by 2028. Scrolling Vinted's most-liked items gives buyers a real-time, customer-facing read on what people actually want — a live data feed that's worth adding to your regular comp-shopping toolkit.Want to go deeper on trend spotting and retail inspiration? Join the Buying and Beyond Buyers Club for curated trend analysis, inspiration trip guides, and more.https://www.jointhebuyersclub.co.uk/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 9, 2026Episode 851 min

S9 E8: From Lockdown Idea to Luxury Brand with Elena London

In this Buying & Beyond, we sit down with Elena, founder of Elena London, a luxury home fragrance brand she built from scratch during lockdown after becoming frustrated with reed diffusers that seemed to lose their scent within days. What started as a search for a better product quickly evolved into a thriving business, built alongside a full-time career and driven by a commitment to quality, craftsmanship and customer experience.Elena shares her entrepreneurial journey, from an early venture importing Australian salt to discovering her passion for home fragrance and creating hand-poured products made in small batches. We discuss the realities of building a product-based business, the meticulous process behind developing her fragrances, and why she refuses to compromise on quality, even when it comes to pricing. We also talk about the viral social media post that saw messages arrive from around the world, being shortlisted for the UK Start-Up Awards Consumer Product Start-Up of the Year, and her exciting plans for wholesale growth and a new candle collection.Three Key Takeaways1. Listen to your customers, not just your own taste. Some of Elena London's most successful products, including refill pouches and car diffusers, came directly from customer requests. Elena believes the best product development starts with understanding the problems your customers are trying to solve and creating solutions that genuinely fit their needs.2. Quality over quantity builds loyalty that lasts. In a market full of low-cost alternatives, Elena has built her brand around exceptional product performance. Her reed diffusers can last up to six months or more, creating a level of trust that turns customers into advocates and drives repeat purchases.3. Stay in your lane — your brand is your brand. From navigating imposter syndrome to growing alongside larger competitors, Elena's approach is simple: focus on your own values, stay true to your vision and avoid getting distracted by what everyone else is doing. Authenticity and consistency are what build long-term brands.Find out more about Elena London and follow Elena's journey through her website and social channels. https://elenaldn.com/ @elenalondon_Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

June 2, 2026Episode 734 min

S9 E7: From Buyer to Bangladesh with Nadya at NEXT

What does it actually look like to leave the familiarity of UK retail buying and move to Dhaka, Bangladesh, to work on the supplier side? In this episode, we sit down with Nadya - a buyer turned product manager at Next Sourcing- who did exactly that.With a background spanning REISS, Crew Clothing, and lululemon, Nadya shares the career moments that shaped her, the leap of faith that took her across the world, and what she's learning from the other side of the supply chain.Nadya's story starts, as so many do, with a spark of inspiration at a young age, digging through her mum's '80s wardrobe and knowing instinctively that fashion was her world. But it was a chance encounter at a careers fair in Sweden, where a buyer from H&M was speaking, that made everything click. From that moment, every decision- moving to London at 19, studying buying and merchandising at the London College of Fashion, her roles at REISS and Crew Clothing was working towards that goal.But after years building a solid career in UK retail, Nadya found herself at a crossroads. A recruiter reached out about a product manager role at Next Sourcing in a role she'd actually first heard about years earlier from a colleague and quietly filed away as a dream. This time, she took the leap. Within two months she had her visa, had packed up her life, and was on a one-way flight to Dhaka.We talk about what her day-to-day actually looks like now, weekly factory visits, fabric sourcing, trend scouting, pitching new product ideas directly to Next, and how being embedded in the hub of manufacturing has completely changed the way she sees the industry. We also get into the bigger conversations: the future of sourcing trips, the impact of geopolitics on supply chains, the rise of AI in product development, and what sustainability really looks like from inside a factory.Three Key Takeaways1. Being on the ground changes everything.Nadya is passionate about the value of factory visits and sourcing trips - something she feels is being quietly eroded by budget cuts. Whether it's understanding why a supplier physically can't do something, or seeing what's being produced right now (and therefore what will hit stores in a few months), there are things you simply cannot learn from behind a laptop. Her message: fight to keep those budgets in.2. Pivoting to the supplier side gives you a whole new lens.Moving from buying to product management hasn't just been a change of scenery - it's completely reframed how Nadya sees the supply chain. Those delivery delays and last-minute requests she used to push back on as a buyer? She now understands exactly why they happen. The empathy and insight she's gained in just two months in Dhaka is something she says no amount of time in a UK office could replicate.3. AI is coming and you have to use it, not fear it.From AI imagery in design packs to 3D model-making, Nadya is already seeing AI reshape how product development works. Her take: it's not going backwards, so the only option is to figure out how to make it work for you. The upside? Less over-sampling, less waste, better hit rates and ultimately a more sustainable industry.Enjoyed this episode? Join our membership community for online networking events with buyers and industry professionals from around the world.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

May 26, 2026Episode 61 hr 1 min

S9 E6:What Really Went Wrong With Debenhams with Retail Strategist Lucy Horden

This week we're joined by Lucy Horden, a commercial retail strategist who spent over 15 years at Debenhams working across franchise operations, brand partnerships, and business strategy. Lucy takes us inside one of the UK's most iconic department stores during its golden years and its eventual collapse — sharing the real behind-the-scenes story of what went wrong, and the lessons every retailer needs to hear.From starting as a sales assistant who was told she was "wildly overqualified," to managing multi-million pound international franchise relationships across the Middle East, Eastern Europe, and beyond, Lucy's career is a masterclass in how retail really works.Three Key Takeaways1. Losing sight of your core customer is fatalDebenhams had built decades of loyalty around a "mother-daughter" shopping experience - a brand that felt accessible yet special. When a new strategy pivoted aggressively toward a younger customer overnight, it alienated the existing base without successfully winning a new one. The lesson: evolution must be tested and gradual, not a blanket switch. Know who your customer is, and if you want to grow, reach - don't abandon them!2. Private equity debt can quietly kill a great businessDebenhams was debt-free and booming when private equity bought it. Within three years they extracted their money and left the business with £1.2 billion in debt, locked into long leases at high rates across 20+ units. The business spent the next decade fighting an invisible structural problem that worsened every time the market shifted. Retail margins are tight - financial headroom isn't a nice-to-have, it's a survival requirement.3. Strategy isn't a dirty word - it's just getting clearWhether you're a 15,000-person department store or a small independent product brand, strategy comes down to three questions: What are we trying to achieve? Who is it for? And how are we going to get there? Lucy now works with small product brands who often feel overwhelmed and stretched thin - and her biggest observation is that founders lose track of their purpose the moment the business starts growing. Stepping back to look at the bigger picture isn't a luxury, it's the work.About LucyLucy Horden is a commercial retail strategist helping small, independent product brands grow with clarity and confidence. With 15 years at Debenhams across store management, head office merchandising, and international franchise partnerships, she brings a uniquely rounded perspective to the challenges facing product businesses today.https://lucyhorden.com/Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

May 20, 2026Episode 554 min

S9 E5: Katie Williams: Burnout, Boundaries, and Life After Retail

In this episode we sit down with Katie Williams - former senior merchandiser at Topman and Quiz Clothing, psychotherapist, and founder of her own coaching business - to talk about the realities of building a career in fashion retail, what burnout actually looks like from the inside, and why the skills you develop in buying and merchandising translate far beyond the shop floor.Katie takes us through her accidental entry into merchandising, 10 years at Topman during its heyday, her move to Scotland, and the moment she realised she needed to completely reimagine her career. She's refreshingly honest about the role her own psychology played in her burnout and what she's learned since.Three Key Takeaways1. Your self-worth is not your sell-through.Katie describes how her entire mood was dictated by whether her department was hitting plan - and how unsustainable that is long term. Learning to detach your sense of self from your performance metrics isn't about caring less; it's about being able to show up consistently without burning out.2. Most of the time, it's not the company - it's us.One of Katie most powerful observations is that we are often unconsciously using work to avoid stillness, feelings, and our own thoughts. Taking personal responsibility for how we operate — rather than blaming the environment — is the first step to real change.3. Clear is kind.Whether managing a team or having a difficult conversation with a direct report, Katies advice is simple: honest, direct feedback is always kinder than vague or avoided feedback. If your team doesn't know where they stand, that's on you as a manager.Find Katie:Instagram: @katywilliamscoaching, Website: https://www.katiewilliams.co.uk/Free training: Quit Your Stress (available via her Instagram)Group programme: Glide — relaunching 10th JuneSupport the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

May 13, 2026Episode 445 min

S9 E4: Why the Best Buyers Watch More Than Just Their Category

In this week's episode, Kate and Lyns dive deep into one of their favourite subjects - retail - and why staying commercially aware is one of the most powerful tools a buyer can have. From trade meeting horror stories (hello, & Other Stories) to the exploding world of experiential retail, AI disruption, and the importance of supplier relationships, this episode is a must-listen for anyone working in or aspiring to get into buying.They explore how the retail landscape has shifted dramatically - with TikTok-speed trend cycles, global influence flattening cultural differences, and the rising pressure on buyers to not just know their own category, but to understand the entire market. They also tackle the hot-button topic of AI in buying: is it a threat or a tool? And what does it mean for entry-level roles like BAs?Plus, they discuss the value of tracking leadership moves, why travel is non-negotiable for building supplier relationships, and how commercial awareness can fast-track your career growth - even if you're still early in your buying journey.Three Key Takeaways:1) Good buyers know their category- great buyers know the market. Staying on top of competitor moves, store openings, leadership changes, and cross-category trends isn't just interesting; it directly informs smarter buying decisions, better range planning, and stronger performance in trade meetings and sign-offs.2) AI should redefine buying roles, not replace them. AI can and should take over admin-heavy tasks to free up buyers for creativity, product development, and supplier relationships. But removing entry-level roles like BAs would be shortsighted - the experience, problem-solving, and institutional knowledge built at that level is irreplaceable.3) Commercial awareness is a career accelerator. Buyers who understand the wider retail landscape - spending habits, macro trends, competitor strategy, leadership shifts - are the ones who progress fastest. Whether in an interview, a trade meeting, or a sign-off, knowing what's happening in the market lets you contribute with confidence at any level.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

May 6, 2026Episode 351 min

S9 E3: The Career Tool Most Buyers Never Think to Use with Levanah Gates, The Buyer's Coach

This week we're joined by Levanah Gates, The Buyer's Coach -a former buying manager at M&S, Tesco, BHS, Fat Face, and George (Asda)- who now coaches buyers and retail professionals to build confidence, gain clarity, and navigate the fast-paced world of buying.Levanah started her career in 2009, studying illustration before falling in love with retail through part-time work at Jigsaw. She worked her way up through some of the biggest names in the industry, spending six years at George as a buying manager across knitwear, swim, footwear, and accessories. After having her daughter in 2019 and returning from maternity leave into a post-pandemic world, she made the decision to leave and retrain as a coach. She launched The Buyer's Coach in January 2024 and has since worked with over 200 retail professionals - buyers, merchandisers, designers, sourcing, and tech - supporting them through career moves, promotions, and the day-to-day pressures of the industry.In this episode, we get into why networking feels so loaded in fashion retail, why the culture of "busy as a badge of honour" makes it even harder to prioritise, and how to actually approach it in a way that feels natural rather than cringey or corporate. We also talk about the generational gap emerging in buying teams, the loss of human connection through over-reliance on email and messaging, the fear around the word "networking" itself (and why we think it needs a rebrand), and why building relationships outside your own four walls is one of the most powerful -and underused - career tools available to buyers right now.We also reflect on our own events and what makes them work: no formal agenda, no name stickers, no performance. Just buyers in a room, sharing experiences, laughing, and realising they're not going through it alone.3 Key Takeaways:Networking doesn't have to mean a formal event- the best place to start is reconnecting with someone you already know. Scroll back through your phone, find a supplier, ex-colleague, or old manager, and simply say hello. You don't need to start from scratch.Connection is career currency - the majority of job opportunities are invisible and driven by relationships built long before you need them. Investing in your network isn't a distraction from the job; it's one of the most strategic things you can do for your long-term career.Buyers massively underestimate how transferable their skills are - if you're feeling stuck or like your role is too niche, the reality is the opposite. The core skills of buying translate across categories, industries, and company sizes. You have far more options than you think.Join us at our Manchester Meetup on 20th May at the Corn Exchange - Levanah will be speaking live! Details in the links below.https://www.eventbrite.co.uk/e/the-buyers-club-manchester-meet-up-tickets-1988335705620?aff=ebdssbdestsearchSupport the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

April 28, 2026Episode 259 min

S9 E2: Navigating a Non-Linear Career in Fashion with Lynsey Scoins

In this episode, we're joined by Lynsey Scoins — a fashion industry veteran with over 15 years of experience across design, buying, merchandising and recruitment, and founder of Fashion Path, a platform dedicated to helping people break into and build careers in the fashion industry.Lynsey shares her winding career journey from almost landing a placement at Company Magazine to discovering buying and merchandising almost by accident at George ASDA, and eventually realising her original degree in International Fashion Marketing had been pointing her in the right direction all along. We also get into the reality of retail vs supplier roles, and how working through COVID brought both sides closer together by revealing just how similar the pressures are. Across every role, the same core skills stand out — confidence, team fit, passion for product and attention to detail.She also doesn’t hold back on CV and interview mistakes, from careless applications to a lack of real brand understanding, and shares why tailoring your approach is more important than ever in a world where AI is now screening candidates. We also touch on the value of sourcing trips and how they can transform your understanding of the supply chain, before Lynsey explains why she launched Fashion Path — supporting candidates through coaching, CV and portfolio reviews, and structured programmes designed to help them present themselves with clarity and confidence.Whether you're just starting out, feeling stuck mid-career, or navigating redundancy, this episode is packed with honest, practical advice from someone who has genuinely been on every side of the industry.Connect with Lynsey:LinkedIn: Lynsey ScoinsInstagram @Fashionpathconsultancy - follow for weekly tips, real case studies, and programme updateswww.fashionpath.co.ukThree Key Takeaways1. Your career path doesn't have to be linear - and that's a strength.Lynsey's journey from design to buying, merchandising, and recruitment is proof that moving between roles isn't a sign of indecision, it's a competitive advantage. The creativity you develop as a designer makes you a better buyer. The analytical thinking from merchandising makes you a more commercial thinker. Embracing a non-linear path gives you a rounded perspective that specialists often lack.2. Tailor everything - your CV, your portfolio, your application.One of the most consistent mistakes Lynsey saw as a recruiter was people applying for multiple roles with the exact same materials, or worse, cover letters addressed to the wrong company. Recruiters notice. Hiring managers notice. The same way a supplier pitching you a generic deck feels disrespectful of your time, a generic application signals low investment. Take the time to research the brand, visit the store, and tailor your pitch - it dramatically increases your hit rate.3. You already have the skills - you just need to package them.In fast-paced buying and merchandising roles, you're constantly pitching to directors, negotiating with suppliers, covering for colleagues, and making high-stakes decisions under pressure. But when it comes to job applications or interviews, people tend to forget or undervalue everything they've done. Write it down. Document your wins. Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

April 22, 2026Episode 150 min

S9 E1: From the Supplier Side: Holly Stafford Smith on Buying, Business & Building for the Future

This week, we’re joined by Holly Stafford Smith from GH Stafford & Son limited a fourth-generation family business that’s been supplying leather goods and accessories to retailers across the UK and Ireland since 1947.Holly gives us a rare look at the supplier side of the buyer-supplier relationship and honestly, the overlap is bigger than you might think.Having joined the business back in 2007, Holly has shaped her role from the ground up and now leads across buying, supplier relationships and commercial strategy. From sourcing product at the Canton Fair to managing a diverse UK customer base, her experience mirrors so much of what buyers do day-to-day, just from a different angle.We get into the realities of buying for independents (where no two customers are the same), the power of long-standing supplier relationships, and what it really looks like to evolve a family business that’s been running successfully for decades.We also talk trade shows and why Holly made the call to step away from Spring Fair after nearly 50 years, replacing it with a showroom event that delivered 35% more turnover at a fraction of the cost.Plus, what’s next: building out CRM and analytics, launching a B2B platform, growing their agent network, and bringing fresh ideas into a legacy business as they approach their 80th year.Key TakeawaysThe buyer vs supplier divide isn’t as big as you think - the roles, challenges and decisions are more aligned than they are different.Long-term supplier relationships are everything - trust, consistency and better product come from playing the long game.Even the most established businesses need to evolve - and sometimes that means making bold calls to do things differentlySupport the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support

April 15, 2026Episode 81 hr 9 min

S8 E10: Building Brands That Stand the Test of Time with Jodie Blake CMO at Manolo Blahnik

This week's episode is a special one co-host Lynsey is joined by her old friend and former London College of Fashion classmate, Jodie Blake, now CMO at Manolo Blahnik. What starts as a nostalgic trip down memory lane (lemon poppy seed muffins from Starbucks, high heels to lectures, and getting the tube one stop instead of walking) quickly turns into one of the most insightful conversations we've had on the show.Jodie's career is a masterclass in building from the ground up. She started out as a press assistant at Office Shoes during its golden era of big collabs with Nike, Converse and Dr. Martens, before moving through a series of agencies - culminating in a decade at The Communication Store, where she worked across Versace, Max Mara, Acne Studios and more, doing 42 shows in a single fashion season. From there she went in-house at Self-Portrait to build on their communications function, before being headhunted to join Manolo Blahnik as Head of Communications - a role that evolved into her appointment as CMO almost two and a half years ago.We get into what it really means to market a luxury product today, how Manolo Blahnik has spent 22 years fighting to reclaim their trademark in China (spoiler: they won - one of only two cases ever, alongside Michael Jordan), the story behind the Birkenstock collab that sold out in 12 hours, the upcoming Balenciaga collaboration, and why being headline sponsor of the V&A's Marie Antoinette exhibition felt like the brand's most natural home.Jodie also shares what it was like to move from agency to in-house, the realities of stepping into a leadership role, and why working closely with buyers and the commercial team is central to everything her team does.3 Key Takeaways:Stay true to your brand values - even when it's hard. Manolo Blahnik famously refused to make trainers despite enormous commercial pressure and buyer demand. Jodie explains how staying uncompromisingly true to your identity is what builds longevity - 56 years, fully privately owned, with Manolo still designing every single shoe. Chasing trends can dilute a brand to the point where customers no longer know what you stand for.Break down silos and ask questions beyond your remit. Whether you're in PR, buying, merchandising or logistics, understanding how other parts of the business work gives you a fuller picture - and makes you better at your own job. Jodie credits this curiosity as a key driver of her own career progression, from agency PR specialist to CMO. The "holy trinity" of communications, commercial and merchandising teams working in lockstep is something she views as non-negotiable.Make people feel something. In a time of economic uncertainty, consumers are more considered than ever about what they buy. The brands that win are those creating genuine emotional connections - through storytelling, community, experiential moments, and products that carry real personal meaning. From a grandmother leaving envelopes of money for her granddaughters to buy Manolo Blahniks for their weddings, to a Birkenstock collab born out of shared values rather than commercial logic, Jodie makes the case that emotion is the most powerful marketing tool there is.Support the showIf you've liked this episode please rate, follow, subscribe and share :) - and if you already have, thank you! It honestly really helps to keep this going and growing!Follow us @buyingandbeyond on Instagram Send us a DM or email hello@buyingandbeyond.co.ukWe also have a retail buyers membership @jointhebuyersclub Find out more at www.jointhebuyersclub.co.ukIf you'd like to show a little more love, then head here to give us just a little bit *extra* and show us your support :) thank you!https://www.buzzsprout.com/2300060/support