Suzy Biszantz, Group President at Centric Brands, shares how the company navigated the unprecedented challenges of 2020 by prioritizing both safety and productivity for its diverse portfolio of brands. This episode offers valuable insights into managing complex brand portfolios, the critical role of physical product interaction for creative teams, and adapting operational strategies—especially concerning supply chain and logistics—in a rapidly evolving retail landscape.
Key takeaways
Physical proximity to products is crucial for creative teams in fashion; consider workspaces that facilitate this tactile interaction, even with safety protocols.
When managing multiple brands, tailor DTC, wholesale, and retail strategies by assessing each brand's total market potential rather than applying a one-size-fits-all approach.
Balance operational and logistical support with maintaining authenticity in influencer collaborations to avoid diluting brand identity.
Proactively address supply chain and logistics as central challenges, as they significantly impact overall business operations and growth.
Design workspaces with flexibility for collaboration and individual focus, incorporating features like varied entrances/exits and outdoor spaces to adapt to changing safety and work-style needs.
In 2020, office spaces around the country began to resemble the ghost towns of the Wild West. Still, Suzy Biszantz, group president of men's and women's at Centric Brands, was determined to find an in-person space for her teams that would balance safety and productivity. To do so, she traversed to the Arts District of Los Angeles and secured a workspace that could also facilitate the growth of the company, where she oversees its Favorite Daughter, Herve Leger, Hudson, Buffalo Jeans and Izod brands.
“It’s important that your creative people who touch product are able to actually touch and feel and be around the product,” said Biszantz on the Glossy podcast. “We rented a new building that’s 20,000 square feet, has 10 separate entrances and is all one story.”
The building's other Covid-safe features include ample outdoor space for collaborative meetings, a lack of elevators, and separate exits and entrances.
Each brand needs its own space because each is focused on different objectives, she said. “[For] each brand, you have to look at the total potential,” when determining its DTC, wholesale and retail strategies," she said.
In the same way, not every brand is focusing its marketing strategy on collaborations with influencers, which is a unique challenge.
“You have to strike the right balance of operational support, logistics support, strategic support,” she said, regarding a brand's role in influencer partnerships. “But you can’t lose and water down the authenticity of who you’re collaborating with.”
What does this episode say about supply chain & operations?
Physical proximity to products is crucial for creative teams in fashion; consider workspaces that facilitate this tactile interaction, even with safety protocols.
What does this episode say about brand & content?
When managing multiple brands, tailor DTC, wholesale, and retail strategies by assessing each brand's total market potential rather than applying a one-size-fits-all approach.
What does this episode say about dtc strategy?
Balance operational and logistical support with maintaining authenticity in influencer collaborations to avoid diluting brand identity.
What does this episode say about retail & omnichannel?
Proactively address supply chain and logistics as central challenges, as they significantly impact overall business operations and growth.
What does this episode say about supply chain & operations?
Design workspaces with flexibility for collaboration and individual focus, incorporating features like varied entrances/exits and outdoor spaces to adapt to changing safety and work-style needs.
