8 minute read
CHECKING INTO BURBERRY
Laura Guild: Checking into Burberry
Pic: Joe Stubbs via unsplash.com
Advertisement
Born and raised in Aberdeenshire, Laura Guild, a Fashion Management graduate, tells me more about her experience as a student and success as a showroom assistant.
Having graduated from university, Laura - now 24 years of age, has located herself in London, one of the fashion capitals of the world. Her ambition and education in fashion, has led her to employment at iconic British luxury brand – Burberry. I interviewed her for more insight to the designer fashion world and her life prior to graduation.
Can you tell me about your role at Burberry? “My role enables me to interact with many stakeholders in the business and gives me exposure to the amazing things that happen at Burberry. Most initiatives are in our showroom here in London. It’s a huge space that spans two floors. I personally work in one of two global showrooms as a menswear specialist. The showroom is used for internal purposes only, where market commences four times a year. Market lasts around two weeks, during which, collections can be viewed and ordered by stockists and regional buyers. For example, everything from Harrods, Selfridges, Net-a-Porter and MyTheresa, will come into the showroom. The market in September totalled an average of around £3 million worth of clothing orders per day, and that was during Covid-19. After market, I assist with runway and pre collection sample management around the business.”
What happens during market at Burberry and do you have any highlights you could share? “During market, Burberry buyers from all regions of the world, come to our showroom to take part in collection presentations that are hosted by the merchandisers here at Horseferry House. This happens for any collection that is created, usually ten months before it reaches stores. These presentations go in depth into each category (menswear, womenswear, childrenswear and the accessories for all three groups). These presentations are one of my favourite things about my job, as gaining an insight to the inspiration and development behind an idea or product is so interesting to me. Even in an ‘entry level’ role, it really makes me feel part of the process and that’s something I love about the company. My favourite category is men’s readyto-wear. Both the design team and merchandisers are lovely, and I’ve built relationships with key players in the business through my performance and offering any support I can, especially during busy times.”
Having attained employment at Burberry since graduating in 2019, have you encountered any issues transitioning from education into the fashion industry? “I think remaining positive and not taking knockbacks to heart is super important. I was very happy with my university grade, but I wouldn’t let that stress you, in the same way it did for me. Although grades can help you stand out from the crowd to some extent, I have never been asked my grade in an interview. It is more about what I have learned and how I could apply that day-to-day in the industry. I was quite confident with my abilities from my experience pre-Burberry. I had done the best I could with the opportunities I took and worked hard at my course. I knew for sure there would be so many people out there with way more experience - but I had the passion for the role. Knowing what you want to do helps but is not essential. If you come across as confident about your interests and abilities, then people will have faith and want to help you. I found this recently in my role. Having the courage to contact people from other departments and ask them to spare fifteen minutes to talk about their role will give you a greater insight into job opportunities, especially since every company does things differently.” You had to relocate to London, was this frightening and do you feel that you have settled, despite being from a small city? “To be honest it was something I had wanted to do since I can remember. I’ve always loved a fast-paced life and wanted to move somewhere that would push me to progress. I was not entirely sure what I wanted to do but coming from a creative background I used to think design is where I would advance. I am proud of myself for how I have handled my transition to London. The placement I completed was for three months and I stayed in a flat in West London. I think overall the hardest part is having to stand on your own two feet and throw yourself into unfamiliar situations. I remember my interview at Burberry too, I flew down myself and tried to navigate my way around, which was scary enough. I was excited to get the chance to visit the HQ but didn’t hold much hope for the role. Nevertheless, everything has been great so far. There are times when it’s tough, but my confidence has definitely grown in so many facets of the industry.” Are there certain aspects of your degree at university that have shaped the way you work in the fashion industry today? Possibly placement for example? “When I was in my third year, I completed a placement with Jenny Packham the eveningwear designer. My role was the PR and marketing assistant, but I was part of a small team of five in a very fast paced press office. Some days I didn’t have breaks and it was really crazy. I sourced this placement myself and it was the most beneficial, interesting, and amazing experience. I got to be part of high-profile projects, some involved VIP dressing and being part of projects for the Duchess of Cambridge. I could talk about it for hours; it really was so tough but so rewarding.” Have you noticed a difference in working culture when comparing London to Aberdeen? “Definitely. I worked in retail for six years in Aberdeen while I studied at college and university. My roles were in sales and styling at Topshop, Topman, Skinny Dip and Jigsaw. I guess it’s the whole ‘big city mentality’. Things are more intense (in London), and I feel like I must think on my feet a lot. Everything was a lot easier at home, but I was always keen to get out and do more!” What do you think employers are looking for in graduates/employees, when taking on workforce in such a competitive industry? “I think I’ve learned that you can’t let your pre-conceived ideas of the fashion industry put you off. I was very much under the impression that I would not have
“I GOT TO BE PART OF much of a chance because I didn’t go to a top HIGH-PROFILE PROJECTS, London fashion school that cost lots of money or have multiple internships and loads of
SOME INVOLVED VIP ‘contacts’ in the industry - I practically had DRESSING AND BEING PART zero. But none of that ever mattered, it was all
OF PROJECTS FOR about being present and reliable for my team. In my experience, employers want people who
THE DUCHESS OF are enthusiastic and always willing to assist CAMBRIDGE” in any way. Don’t ‘turn your nose up’ at jobs that you feel like are not in your job description but do be willing to help other team members. Also having the assertiveness to be present and assist in important meetings in the showroom, sometimes with Marco Gobetti the CEO, Ricardo Tisci the Creative Director and Judy Collinson the chief merchandising officer. All of that enthusiasm and excitement to learn, will get you far and get you noticed within other teams. Keep your experience relevant as much as you can. It’s slightly trickier in Aberdeen but retail is a good way to start. Also, talk to your lecturers, discuss your aspirations with them and take part in any initiatives that the university has to offer.” When you began further education, could you have predicted that you would have been as successful as you are now? “Definitely not, although I was always hopeful that my hard work would eventually pay off. I am nowhere near where I would like to be, but I am proud of where I am after only graduating in June 2019. It’s quite amusing; I remember sitting in university at the back of the class in first year. Our course leader was talking about where previous students were now after completing the Fashion Management course. One of the slides said someone currently worked at Burberry. I turned to my friend and said something like how on earth is she doing that or ‘good one’. I genuinely did not ever see that as possible. I am not in my dream role now, but just being part of the business, watching amazing initiatives and projects in the showroom, keeps me motivated to grow. The student that our course leader mentioned still works in digital samples and I get to work with her quite often.” Laura was keen to progress in public relations for a luxury brand and thought she would steer in that direction after graduating. However, since working with different teams at Burberry she has taken an interest in more of a merchandising role. Assisting with models and working with the menswear team in the showroom, has led Laura to develop an attentiveness for merchandising and collection reviews. Whilst advancing her career with the brand, she intends to continue to build relationships with Burberry’s tightknit teams and await opportunities in the near future.
Photographer & Stylist: Leah Ritchie Model: Raegan Moir Jumper Dress: River Island Shoes: Missguided £13.20
The Neutral Edit
Step out in style this season with a colour palette that never goes wrong!
Model: Nicole Urquhart Shirt Dress: PrettyLittleThing £22 Knitted Vest: PrettyLittleThing £16 Boots: PrettyLittleThing £45 Glasses: Model’s Own
Shirt Dress: PrettyLittleThing £22 Knitted Vest: PrettyLittleThing £16 Hat: Missguided £10.80 Chain: PrettyLittleThing £6 Shoes: Model’s Own
Bodysuit: Missguided £19.80 Sweatshirt: Missguided £22.50 Trousers: Missguided £25.20 Chain: PrettyLittleThing £6 Shoes: Model’s Own
