In April 2017, I switched from real estate services to luxury retail. It was a natural transition, since the work basics of brand building are sector agnostic and I have always been following luxury, fashion and lifestyle through industry publications. I had two additional options – one being a leading hospitality group while the other being an established sports franchise – but Eské offered the necessary challenge of building an organisation up from scratch. How does one really enter a (perceived-to-be) saturated consumer market, with existing category leaders, at a negligible (MVP) budget, when the product being sold is not an essential? I had to figure that out. SK Exports…
Winning the war by avoiding unnecessary battles.