Then and Now: Paul Hootman

Every edition Ragtrader catches up with a previously profiled brand to see how it has evolved in the intervening period. Here Tracey Porter talks to Paul Paul Hootman of Mavi.

COMPANY Mavi

DIRECTOR Paul Hootman

What were the key issues or challenges for your company five years ago? And now?

Trying to establish the brand and get a foothold in the market. Maintaining that foothold and protecting our market while also looking to explore any new opportunities.

What was the range like five years ago? What is it like now?

Then - best described as very Turkish. Given that we are a Turkish company the product influence was driven by that market. Nowadays it is a much more forward product that caters to this market. We have the ability to develop and refine shapes specially for this and our New Zealand markets.

How many stores/wholesale accounts did you have five years ago?

Five years ago we would have had maybe 60 retailers nationwide. Nowadays we have around 200 accounts.

 What was the retail climate like for your business five years ago? How has it changed?

The retail climate five years ago was receptive to new brands. Today the market is struggling overall which makes it tougher to launch any new labels.

What was your approach to marketing and promotions five years ago? What is it now?

Back then it was very organic, as the size of the business couldn't justify the costs involved. It was more about partnering with our retailers to build the brand. Today it still is similar, however we are conscious that as the business grows we put more back in to help our retailers. We do a bit of co-op advertising and the odd bit of media to keep the brand out there.

What was your approach to staff training five years ago? How has it changed?

We never had the resources or staff to do anything five years ago. Good staff are the backbone of your business keeping them fresh, eager and educated is an investment in the success of the business.

How many staff did you employ five years ago? And now?

Then - two and now 10.

What was your approach to retail technology five years ago? What is it now? Then as in now we still work off the same system which was developed by our parent company.

What was your greatest moment/most significant development in the past five years?

There is no one significant moment. However the greatest impact in regard the success of the business has been finding the right staff to build the business.

What has been the worst experience of the past five years?

Apart from the current doom and gloom consistently pushed by the media I'd have to say being burnt by a bad debt.

Then

NAME: Mavi

RANGE: Turkish

RETAIL CLIMATE: Receptive

STAFF: Two

PROMOTION: Limited

Now

NAME: Mavi

RANGE: Fashion forward

RETAIL CLIMATE: Challenging

STAFF: 10

PROMOTION: High profile