Felita Harris (@msfashionbiz) is one of the most powerful women in the luxury retail industry. She has worked with some of the most notable luxury brands and retailers in the industry including Neiman Marcus, Nordstrom and St. John. Over the last decade she has held several ‎senior positions at Donna Karan International and is currently the SVP of Global Sales, responsible for sales across 30+ countries. This role has not only expanded her territory reach, it has also broadened her ability to manage cultural and demographic nuances.
We all recognize luxury when we see it, but the definitions are hard to agree on. Some define luxury by price, others by exclusivity, and still other by a list of attributes. As corporations take ownership of many luxury brands, price points fall, and broader distribution put ownership of luxury items into the hands of the masses one thing remains the same. There is an appetite among buyers for luxury brands with a strong brand heritage and legacy.
Blackenterprise.com had the opportunity to discuss the rise of consumer control, what goes into developing high quality campaigns, and how to carve out a career – behind the lens – in the fast paced fashion industry.
Were you always interested in fashion?
Growing up, I was meticulous with my clothing. Everything had to be put together from head to toe. I didn’t realize that my interest in fashion would lead me to create my own exciting career path. Often, we underestimate our natural gifts.
What was that ah-ha moment for you when you knew that this was were you wanted to build your career?
After College I was accepted into the Neiman Marcus management training program in Atlanta, Georgia. Neiman had a huge influence on my decision to pursue a career in the fashion industry.. My ah-ha moment came when I got a promotion to Assistant Manager. I felt accomplished, prepared, and confident. It is during our validated moments of success that we find confidence in our ability to thrive.
Describe the importance of creating quality content when developing campaigns to achieve credibility.
It’s extremely important that creative content is matched with exceptional products and the appropriate distribution channels. It’s the ultimate 360 approach to running a brand. If these three things are aligned, credibility is achieved. Often, brands get sidetracked with focusing too little on the total customer experience.
How has social impacted go to market strategies, and the relationship between brand and consumer?
There is no question that social media has helped to improved the relationships between brands and consumers.
Consumers are looking for information and transparency. Social media has married the two by providing a vehicle for brands to communicate their vision direct to the consumers. At the same time, it has improved the relationship between executives, brand advocates & future fashionistas. I keep my instagram @msfashionbiznyc accessible and answer questions.
What is the most rewarding part of your career?
The most rewarding part of my career is being able to travel around the world and learn about new cultures and ways of conducting business.  Understanding various countries, changes an individuals understanding of what a global fashion brand truly means. I feel very blessed to have a career that transcends the fashion industry. Being a sales executive is a universal skill set that involves connecting products, lifestyles, and brand centric information direct to the consumer. With the rapid changes of business, I’m excited to know that I have long lasting opportunities ahead of me.
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What key pieces of advice do you have for people interested in pursuing a career in the fashion industry.
1. Secure an Internship: Now more than ever, internships are crucial to getting the exposure and contacts you need to secure a job after graduation. I recommend spending time researching key executives and understanding‎ the company’s mission. After you’ve landed the internship, work like your life depended on it. If necessary come in early and stay late. Executives will notice your dedication and reward you for it.
2. Stay Groomed: The fashion industry was built on the concept of making people feel and look better. Staying groomed and looking polished is mandatory. Fashion is not a desk job – its a lifestyle. Invest in a “starter wardrobe.†I would recommend these
5 items as a foundation for a great wardrobe.
Crisp white cotton shirt: The tailoring should be fitted to the body. I’ve been in the industry for 20 years. Trust me, “the white shirt†is here to stay.
Black pant: Black pants are the start to any wardrobe. Quality pants can take you from the office to a cocktail party. It’s worth the investment.
Leather jacket: I’m obsessed with leather jackets. They are great investments and can easily be worn as a quasi blazer. Leather is a great way to register luxe.
Black heels (for women) and Black lace up Oxfords (for men): It’s essential to have a quality pair of shoes in your wardrobe. The fashion industry is a fast past environment. Your shoes should be stylish and comfortable. No one should hear you walking in or out of the room.
Skincare: Most people don’t understand the power of a polished face. Before a person will look at what you’re wearing, they’re fixated on your face. Invest in high quality products starting with a facial system that consist of a cleanser, moisturizer, and eye cream. Makeup only highlights what’s underneath the skin. Never underestimate the power of a polished face.
Daron Pressley (@daronpressley) is an entrepreneur and former Fortune 500 sales and marketing executive who has been featured on outlets including Fox45 News, Black Enterprise magazine, and The Washington Post. Knowledgeable in marketing and branding, Pressley works with professional athletes, organizations, and individuals to develop strategies to create, build, and grow brands. As a speaker Pressley has reached over 20,000 students. He provides dynamic insights on leadership and branding via his Website, DaronPressley.com