The Most Empowering Business Leaders To Watch - 2024

MARKETING COORDINATOR (AMERICAS)

Peter J.

PR & MARKETING COORDINATOR

James H.

BUSINESS DEVELOPMENT EXECUTIVE

Ellen P.

CREATIVE CONTENT EDITOR

Shalmali W.

CREATIVE DESIGN HEAD

Sankalp K.

Divya B. GRAPHIC DESIGNER

SOCIAL MEDIA MANAGER

Narendra S.

DIGITAL CIRCULATION MANAGER

Amanda V.

WelcometothisspecialeditionofTheEnterpriseWorld,whereweproudlypresent "TheMostEmpoweringBusinessLeadersToWatch-2024."Inaneramarked byunprecedentedchallengesandopportunities,theroleofempoweringleadership hasneverbeenmorecritical.Thisissueisdedicatedtocelebratingthoseexceptionalleaderswho arenotjustdrivingtheircompaniesforwardbutalsoinspiringandempoweringtheirteamsto reachnewheights.

Empowermentinleadershiptranscendstraditionalnotionsofauthorityandcontrol.Itisabout fosteringanenvironmentwhereinnovationthrives,collaborationisencouraged,andeveryteam memberfeelsvaluedandmotivatedtocontributetheirbest.Theleadersfeaturedinthisissue exemplifytheseprinciples,demonstratingthattrueleadershipismeasurednotbythepowerone holds,butbythepoweroneinstillsinothers.

Ourcuratedlistincludesvisionariesfromdiverseindustrieswhohavechampionedinclusivity, promotedsustainablepractices,andledwithempathyandintegrity Theseleadersarepavingthe wayforamoreresilientandequitablebusinesslandscape,provingthatempoweringothersisthe keytolong-termsuccessandimpact.

Inthisedition,youwillfindinspiringstoriesandin-depthinterviewsthatdelveintothe strategiesandphilosophiesoftheseempoweringleaders.Learnabouttheirjourneys,the challengesthey’veovercome,andtheinnovativeapproachesthey’veimplementedtobuild thriving,empoweredteams.Theirinsightsprovidevaluablelessonsforcurrentandaspiring leaderswhowishtomakeameaningfuldifferenceintheirorganizationsandbeyond.

Asyouexplorethepagesofthisissue,wehopeyoudrawinspirationfromtheseremarkable leadersandgainfreshperspectivesonwhatitmeanstoleadwithempowerment.Here’sto recognizingandcelebratingthosewhoupliftandinspireusalltoachievegreaterheights together

Shalmali W. halmaliS

Forthecoverreadabout-

Intoday'sworld,digitalmarketingplaysacrucial roleinhelpingbusinessesreachaglobalaudience, targetspecificdemographicsaccurately,andengage incost-effectivemarketingstrategies.Industry leadersactasmentors,guidingotherswith innovativeideasandensuringtheyfollowthebest practices.Theyalsoinfluencetheresponsibleuseof technologyanddata.Theseleadersnotonly contributetobusinesssuccessbutalsoinspireand educatethenextgenerationofdigitalmarketers, preparingthemforsuccessinthiscompetitivefield.

GemmaPybus,SeniorLecturerattheUniversity ofWestLondon,isawell-knownleaderinthe digitalmarketingindustry.Sheiscommittedto deliveringimpactfulworkandencouraging innovation.Gemma’sinitiativearisesfromapassion forimprovinglearningexperiencesandpreparing studentsforthefuture.

EducatingTomorrow'sMarketers

Gemmahashadaremarkablejourneythatblendsher passionfortechnicalcopywriting,dataanalysis,and digitalmarketingintoasuccessfulcareer.After spendingtwentyyearsasafreelancetechnical copywriter,Gemmabecameaco-directorataDigital MarketingImplementationandConsultancy Businesswithherhusbandin2014.In2023,they bothmovedtoDigitalGroundworkLtd,anew companyintheDigitalMarketingindustry.They havepartneredwiththreeothermarketerstooffer practicalsupporttoabroadrangeofclientsinthe UKandglobally

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GEMMA PYBUS

UPSHOT BLOG

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WARSAW ESCAPADE: DISCOVERING TREASURES, LANDMARKS, AND LUXURY STAYS

MAMBA MENTALITY THE MINDSET THAT CAN LEAD TO BETTER CAREER & LIFESTYLE

CASE STUDY ARTICLE

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TOMMY HILFIGER: WHERE CLASSIC MEETS CONTEMPORARY

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FREE SHIPPING FEVER CAN YOUR BUSINESS HANDLE THE HEAT

GEMMA PYBUS

Senior Lecturer

University of West London

A Pioneer in Digital Marketing Education

Intoday'sworld,digitalmarketingplaysacrucialroleinhelpingbusinessesreachaglobalaudience,targetspecific demographicsaccurately,andengageincost-effectivemarketingstrategies.Industryleadersactasmentors,guiding otherswithinnovativeideasandensuringtheyfollowthebestpractices.Theyalsoinfluencetheresponsibleuseof technologyanddata.Theseleadersnotonlycontributetobusinesssuccessbutalsoinspireandeducatethenext generationofdigitalmarketers,preparingthemforsuccessinthiscompetitivefield.

GemmaPybus,SeniorLecturerattheUniversityof WestLondon,isawell-knownleaderinthedigital marketingindustry.Sheiscommittedtodelivering impactfulworkandencouraginginnovation.Gemma’s initiativearisesfromapassionforimprovinglearning experiencesandpreparingstudentsforthefuture.

EDUCATING TOMORROW'S MARKETERS

Gemmahashadaremarkablejourney thatblendsherpassionfortechnical copywriting,dataanalysis,anddigital marketingintoasuccessfulcareer. Afterspendingtwentyyearsasa freelancetechnicalcopywriter,Gemma becameaco-directorataDigital MarketingImplementationand ConsultancyBusinesswithher husbandin2014.In2023,theyboth movedtoDigitalGroundworkLtd,a newcompanyintheDigitalMarketing industry.Theyhavepartneredwith threeothermarketerstoofferpractical supporttoabroadrangeofclientsin theUKandglobally

Searchengineoptimization,content marketing,emailmarketing,andweb developmentaretheskillsGemma developedthroughherdigital exploration.Shehastrainedand assistednumerousbusinessesindigital marketing,receiving170five-star reviews.Gemmaplayedacrucialrole indevelopingandsuccessfully launchinganewkeywordresearch tool.

Withapassionforteaching,Gemma hasbeenaSeniorLecturerinDigital MarketingattheUniversityofWest Londonsince2020.Shehasdeveloped coursematerialscombiningtheoretical conceptswithpracticalapplicationsto prepareherstudentsfortheir professionalcareersaftergraduation. Gemmafindsgreatsatisfactionin seeingherstudents'knowledgeand confidencegrowastheylearnabout digitalmarketing.

BUILDING BLOCKS OF EXPERTISE

Overthepasttenyears,Gemmahasexperiencedsignificantprofessionalgrowth,supportedbyarange ofacademicandprofessionalqualifications.Theseincludecompletingcoursessuchas‘DataScience forWebDevelopers,’whichfocusedonutilizingPythonfordataanalysis.Gemmaalsoobtained postgraduateacademicqualificationsincriminallawandpsychology.Shebelievesthateach qualificationhasplayedacrucialroleinenhancingherskillsasadigitalmarketer,contributingtoher becomingamoreknowledgeableandwell-roundedprofessional.

Inadditiontoherformaleducation,Gemmahasgainedvaluableexperiencesfromvariouspart-time andtemporaryroles.Sheundertooktheserolesalongsideherstudiesorduringquietertimeswhenshe firststartedherself-employedbusiness.Theseroleswerediverse,rangingfromfruitandflowerpicking togardening,andcaringforrarebirdsinabreedingaviary.Gemmaalsogainedexperienceinsoldering partsforelectricwheelchairsandworkingincustomerserviceandhospitality,bothfront-facingand behind-the-scenes.

Ethical Leadership

“I don’t consider myself to be an iconic business leader, but I do strive to be the best business leader I can be, and am proud to support others to do the same.” — quotes Gemma.

INFORMED DECISIONS BASED ON DATA

Inhervariousroles,Gemmagainedvaluableskillsin patience,diligence,andcollaborationbyworkingwith individualsfromdiversebackgroundsglobally.Shealso encounteredunexpectedchallenges,suchasdeveloping asevereallergytoaspecificplantwhileworkingasa gardener.Gemmaconsiderstheseexperiences,both successesandfailures,ascrucialinherpersonal development.Theyhavealsogivenherpractical knowledgeonwhichplantstoavoidatgardencenters andbotanicgardens.

ProfessionaldecisionsofGemmaarestronglyguided bydata,whetherevaluatingmarketingstrategysuccess oranalyzingconsumertrendstoassessthevalueoftheir productsandservices.Therecentlyredesigned KeywordStrategyTool,knownforitsinnovation,now providescustomerswithdirectaccesstovaluabledata. Thisenablesthemtomakeinformedbusinessdecisions basedonthisinformation.

Professionalandacademicintegrityishighlyvaluedby Gemma. Sheisdedicatedtoproducingworkthatis meticulouslyplannedandgivesproperacknowledgment tothesourcesshecites.Gemmaexpectsherstudentsto maintainthesamelevelofintegrityintheirwork. Moreover,sheprioritizescreatingasafeandinclusive environmentinherworkandlearningspaces.Gemma valuesshowingappreciationandrespecttowards studentsandcolleagues,nurturinganatmospherewhere theyfeelcomfortableengagingindiscussionsand debates.

Indigitalmarketing,Gemmarecognizestheincreasing significanceofethics,gainingattention.Withvast accesstopersonaldata,shehighlightstheimportanceof responsibleandethicaluseofsuchinformation.Gemma alsoemphasizestheneedtoassessdataqualityin marketingcampaigns.Shebringsattentiontogenerative AItechnologiesandtheirpotentialbiases,advising againstthecreationofcontentthatreinforcesnegative stereotypesormisunderstandings.Gemmaviewsthisas achancetoshowcasethecriticalthinkingskillsshe promotesinheruniversitylectures.

Transparency,honesty,andintegrityare fundamentalvaluesforGemma.She believesinprovidingclientswithhonest assessmentsandguidingthemtoward strategiesthatbenefitthem.Gemmaalso empowersclientstomakeinformed decisionsabouttheirmarketingactivities andencouragesself-sufficiencywhen appropriate.Furthermore,sheis passionateabouteducatingandtraining individualswhomaynothaveaformal backgroundindigitalmarketing,helping themtosucceedinthefield.

Customer-CentricApproach

Gemmavaluescollaborationandaimsto helpothersreachtheirleadership potential.Lookingahead,sheenvisions ongoingcollaborationandgrowth,witha hopetoinspireindividualstoachieve theirgoalsandsurpassherleadership aspirations.Outsideofwork,Gemma enjoyslearning,spendingtimewithloved ones,traveling,andencouragingothersto dothesame.

Gemmaunderstandstheimportanceof receivingfeedbackfromavarietyof sources,includingstudents,customers, andcolleagues.Shevaluesdiverse perspectivesasessentialforpersonal growth,skillimprovement,andpositive interactionsinherprofessional relationships.

Maintaininganopen-doorpolicywith studentsisapriorityforGemmatoensure theyfeelcomfortableapproachingher withacademicquestionsorconcerns. Thisapproachalsoextendstoher interactionswithcustomers,whereshe encouragesthemtovoiceanyinquiriesor concerns,promotingtransparencyinher workontheirbehalf.Despitethe challengesofbalancingtechnicaltasks withclientcalls,Gemmaisdedicatedto enhancinghercommunicationskills, whichshebelievesarecrucialfor effectiveleadership.

BalancingGrowthandWell-being

Gemmaisdedicatedtocontinuouslearning,whichhasbeenessentialforherpersonalandprofessionalgrowthasadigital marketerandlecturer.Thechangingfieldofdigitalmarketingrequiresaconstantpursuitofknowledge,andGemmaisfully committedtothistask.Shespendsherdaysexploringnewtools,studyinginsightsfromindustryexpertsandacademics,and takingshortcoursestostayinformedaboutthelatesttrendsandregulations.

Work-lifebalanceishighlyvaluedbyGemmawhobelievesintakingregularbreakstoconnectwithlovedones,engagein hobbies,andenjoytheoutdoors.Whileshehasexperiencedperiodsofintenseworkinthepast,shedoesnotglorify overworking.Gemmafindsprideinspendingtimewithherfamilyandfriends,consideringherbondwithherhusbandand threeyoungchildrentobehermostsignificantachievement.

THE KEY ACHIEVEMENTS

AWARD-WINNING

Gemma's contributions led to the tool winning the 'Best Marketing Management Tool' award at London’s ExCeL center in 2019.

COMMITMENT TO TEACHING

Gemma's dedication to teaching earned her a runner-up award in the FDM 'Academic of the Year' award in 2022.

RECOGNIZED LEADERSHIP

Gemma's leadership skills were acknowledged as she was included in the Business Elite Awards' 40 Under 40 honorees at their European Awards ceremony in Türkiye in 2023.

TOOL A CELEBRATED AUTHOR

Gemma Pybus authored "Unlocking Search Intent: Your Key to Online Relevance, “ a practical handbook that delves into consumer psychology and digital marketing, offering insights to enhance online engagement and conversion rates. This book provides a roadmap for marketers to effectively harness the power of search intent.

Warsaw,thecapitalcityofPoland,offersadiversearrayoftourist attractionsthatreflectitsrichhistory,vibrantculture,anddynamic modernity.Herearesomehighlights:

Old Town (Stare Miasto): AUNESCOWorldHeritagesite,Warsaw's OldTownisfamousforitspicturesqueMarketSquare,colorful townhouses,andtheRoyalCastle.RebuiltafterWWII,itembodies theresilienceandspiritofthecity.

Royal Castle (Zamek Królewski): OncetheresidenceofPolish monarchs,thisbeautifullyrestoredcastlenowservesasamuseum, showcasingroyalapartments,artcollections,andhistoricalartifacts.

Łazienki Park: ThisexpansiveparkishometothestunningŁazienki Palace(PalaceontheIsle),theChopinMonument,andbeautiful gardens.It'saperfectspotforleisurelywalksandculturalevents.

Palace of Culture and Science: AgiftfromtheSovietUnion,this iconicskyscraperofferspanoramicviewsofthecityfromits observationdeckandhousestheaters,museums,andconference halls.

Warsaw Uprising Museum: Dedicatedtothe1944WarsawUprising, thismuseumprovidesamovingandcomprehensiveaccountofthe city'sresistanceagainstNazioccupationthroughinteractiveexhibits andpersonalstories.

Wilanów Palace: Oftenreferredtoasthe"PolishVersailles,"this Baroqueroyalpalaceanditssurroundinggardensofferaglimpseinto theopulentlifestyleofPoland'saristocracy

POLIN Museum of the History of Polish Jews: Thismuseum chroniclesthe1,000-yearhistoryofJewsinPoland,offering insightfulexhibitsandmultimediadisplaysinastrikingmodern building.

Copernicus Science Centre: Atopattractionforfamiliesandscience enthusiasts,thisinteractivemuseumfeatureshands-onexhibitsand experimentsinvariousfieldsofscienceandtechnology.

Vistula Boulevards: AlongtheVistulaRiver,thesescenicboulevards areperfectforwalks,cycling,andenjoyingriverfrontcafesand culturalevents,especiallyinthewarmermonths.

Praga District: Knownforitsbohemianvibe,thisdistrictoffersa mixofhistoricbuildings,streetart,vibrantnightlife,andunique culturalspacesliketheSohoFactoryandNeonMuseum.

Warsawseamlesslyblendsitshistoricalheritagewithmodern attractions,makingitacompellingdestinationforvisitorsinterested inexploringPoland'spastandpresent.

Choosingthe"best"hotelinWarsawcandependonindividualpreferences,includingbudget,location,amenities,and personaltastes.However,herearesometop-ratedhotelsthatconsistentlyreceivehighpraisefromguests:

• Hotel Bristol, a Luxury Collection Hotel: Situatedinahistoricbuildingontheprestigious KrakowskiePrzedmieścieStreet,Hotel Bristoloffersluxuriousaccommodations withelegantdecor,upscalediningoptions, andimpeccableservice.

• InterContinental: Locatedinthecity centerwithpanoramicviewsofthe Warsawskyline,InterContinental Warsawfeaturesspacious rooms,atop-floorswimming pool,multiplediningoptions, andconvenientaccessto majorattractions.

• Hotel Raffles Europejski: A symboloftimelesselegance andsophistication,thishistoric hotelblendsclassicdesignwith modernamenities.Itboasts luxuriousrooms,finedining restaurants,aspa,andaprimelocation neartheOldTown.

• Mamaison Hotel Le Regina: Nestledina historicbuildingneartheVistulaRiver, MamaisonHotelLeReginaoffersstylish rooms,atranquilcourtyardgarden,afitness center,andeasyaccesstoattractionslikethe RoyalCastleandŁazienkiPark.

• Hotel Polonia Palace: CentrallylocatednearthePalaceofCultureandScience,HotelPoloniaPalacefeatureselegant rooms,arenownedrestaurantservingPolishandinternationalcuisine,andarichhistorydatingbacktothe1910s.

• H15 Boutique Hotel: Housedinarenovated19th-centurybuilding,H15BoutiqueHoteloffersspaciousandstylish suitesequippedwithmodernamenities.Italsofeaturesanartgallery,afitnesscenter,andarestaurantserving contemporaryPolishcuisine.

• Sheraton Warsaw Hotel: Withaconvenientlocationnearthemaintrainstationandfinancialdistrict,SheratonWarsaw Hotelofferscomfortablerooms,extensivemeetingfacilities,arooftopbarwithpanoramicviews,andawellnesscenter

• Hotel Warszawa: ThisboutiquehotelcombinesArtDecoelegancewithcontemporarydesign,offeringluxuriousrooms, arooftopterrace,agourmetrestaurant,andaspa.It'slocatednearthehistoricPragadistrictandtheVistulaRiver

Thesehotelsrepresentarangeofstylesandpricepoints,cateringtodifferentpreferencesandneedsoftravelersvisiting Warsaw.

The Mindset That Can Lead To Better Career & Lifestyle

A positive and healthy mindset is essential, be it for a career or life. Creating a routine that can help you in getting better every day is necessary and that's what Kobe Bryant practiced and believed in. This led him to not only coin the term Mamba Mentality but also later convert it into a book about his career and life.

WhoisKobeBryant?

KobeBryant(nicknamedBlackMamba)was anAmericanprofessionalbasketballplayer whospenthisentire20-yearcareerwiththe LosAngelesLakersintheNational BasketballAssociation(NBA).Hewasborn onAugust23,1978,inPhiladelphia, Pennsylvania,andtragicallypassedawayon January26,2020,inahelicoptercrashalong withhis13-year-olddaughterandseven others.

WhatisMambaMentality?

InKobeBryant’swords,

“The Mamba mentality is all about focusing on the process and trusting in the hard work when it matters most. It’s the ultimate mantra for the competitive spirit. It started just as a hashtag that came to me one day, and it’s grown into something athletes - and even non-athletes - embrace as a mindset. Hard work outweighs talent - every time. Mamba mentality is about 4 a.m. workouts, doing more than the next guy, and then trusting in the work you’ve put in when it’s time to perform. Without studying, preparation, and practice, you’re leaving the outcome to fate. I don’t do fate.”

“To sum up what mamba mentality is, it means to be able to constantly try to be the best version of yourself.”

ThereisnoparticulardefinitionofMambaMentality.ItisKobe’s mentalityandmindsetthathenamed.Itcametohimrandomly whenhewasmentoringthekidsduringoneofthetours.With time,itbecameasymbolofhavingamindsetthatincludes workinghard,beingextremelyprepared,andnevergivingupon thepathtoreachingagoal.Thephrasebecameamotivationnot onlyforathletesbutalsofornon-athletestokeepgoing,keep pushing,andkeepfighting.

“

“Initially, I thought the phrase “Mamba Mentality” was just a catchy hashtag that I’d start on Twitter. Something witty and memorable. But it took off from there and came to symbolize much more. The mindset isn’t about seeking a result—it’s more about the process of getting to that result. It’s about the journey and the approach. It’s a way of life. I do think that it’s important, in all endeavors, to have that mentality.”

In his book, Kobe has mentioned that there are ve pillars of Mamba Mentality,

BePassionate

“If you really want to be great at something, you have to truly care about it. If you want to be great in a particular area, you have to obsess over it.”

BasketballwasKobe’spassionandlife.Beingpassionateabout yourdreamiseverythingtobesuccessfulinit.Passionisa powerfuldrivingforcethatcanpropelustoachievegreat things.Whenwearepassionateaboutsomething,wehavea deepsenseofenthusiasm,dedication,andcommitment towardsit.Thispassionprovidesuswiththeenergyand motivationtoputinthenecessaryeffortandworkhardto achieveourgoals.

BeObsessive

“People just don’t understand how obsessed I am with winning.”

Kobewasalwaysobsessedwithwinninghisgamesandtriedto workharderthaneveryoneelse.Obsessioncandriveustogo theextramile,wakeupearlier,workharder,andstriveforthe best.Whenweareobsessedwithachievingaspecificoutcome, wemayfeelanintensesenseofurgencyanddetermination. Thiscanleadustoputinmoreeffort,spendmoretime practicingorworkingtowardsourgoal,andconstantlyseek waystoimprove.

BeRelentless

“I wasn’t willing to sacrifice my game, but I also wasn’t willing to sacrifice my family time. So, I decided to sacrifice sleep, and that was that.”

Beingrelentlessmeanshavinganunwaveringdetermination andpersistenceinpursuingourgoals.Whenwearerelentless towardsourgoals,wearewillingtomakesacrificestoachieve whatwewant.Thismayinvolvegivingupcertaincomforts, leisureactivities,orevenpersonaltime.Wearewillingtoput inthenecessaryeffortandworkhard,sometimesgoingbeyond whatisexpectedorrequired.Thislevelofdedicationand sacrificecandemonstrateourcommitmentandresilience.

BeResilient

“Everything negative; pressure, challenges, is an opportunity for me to rise.”

Kobehasfacedalotofcriticisminhisbasketball careerbuthehadstrongresiliencetofacethoseand proveitwrong.Resilienceisapowerfulqualitythat enablesustoovercomechallengesandeliminate worries.Itallowsustofacedifficultsituationswitha proactiveandoptimisticmindset,focusingonfinding solutionsratherthangettingoverwhelmedby worries.Resiliencehelpsusmaintainemotional well-beingbybouncingbackfromdisappointments withoutlosinghope,relyingonastrongsenseof self-beliefandinnerstrength.It'sabout acknowledgingandacceptingdifficultieswhile findinghealthywaystocopeandmoveforward, seekingsupportfromothers,andpracticingself-care.

BeFearless

“If I wanted to implement something new into my game, I’d see it and try incorporating it immediately I wasn’t scared of missing, looking bad, or being embarrassed. That’s because I always kept the end result, the long game, in my mind. I always focused on the fact that I had to try something to get it, and once I got it, I’d have another tool in my arsenal. If the price was a lot of work and a few missed shots, I was OK with that.”

Beingfearlessmeanshavingthecouragetoface challengesandtakeriskswithoutthefearoffailure orjudgment.Itallowsustoembracetheideathat failureisanaturalpartoflifeandanopportunityfor growth.Whenwearefearless,weadoptamindset thatfailingisnotsomethingtobeashamedofor discouragedby,butratheravaluablelearning experience.Itfreesusfromtheconstraintsof perfectionismandencouragesustostepoutofour comfortzone,trynewthings,andpushour boundaries.

• Becommittedtohardworkandexcellence. Rememberyourgoalsandstayfocusedon them.

• Alwaysstaycuriousandbeopentotryingnew waysofdoingthings.

• Knowyourinnerself.Takethetimeto recognizeyourstrengthsandweaknesses,and embracethemaspartofwhoyouare.

• Don'tbeafraidtoexpressyourthoughtsand ideasinyourownuniqueway.Beopenand honestinyourcommunication.

• Makeitahabittospendsometimeeverydayexploring newreadingmaterial.Setrealisticgoalsthatyoucan easilyachievedaily,andkeeptrackofyourprogress.

• Takethetimetodiscoverandwritedownyourunique talentsandskills.Focusondevelopingandenhancing thosestrengths.

• Committoinvestinginyourpersonalgrowthandwellbeing.Remembertoprioritizeactivitiesthatbringyou joyandfulfillment.

• Learntheartofempathyandacknowledgethefeelings ofothersinyourlifeandcareer

“Over the years, my routine might have changed some but my philosophy never did. If something has worked for other greats before you, and if something is working for you, why change it up and embrace some new fad? Stick with what works, even if it’s unpopular.”

“My approach always was that I’d rather risk embarrassment now than be embarrassed later, when I’ve won zero titles.”

“There’s beauty in the process of pursuing what you love. You have to embrace these moments to understand the joy that comes with the grind.”

“The process is the most beautiful part of the journey because that’s where you gure out who you are.”

“Pain doesn't tell you when you ought to stop. Pain is the little voice in your head that tries to hold you back because it knows if you continue, you will change.”

KobeBryantcoinedthetermMambaMentalityafterhisownmentalityofwinninginhislifeandcareer,butitisthesumof apositivemindsetandbeingconsistentandresilientinlife.Havingapositiveoutlooktowardthegoalswillnotonlylead youtobesuccessfulbutwillalsohelpyoutobebettereverydaywiththeconsistenteffortsyouputtowardyourgoal.

INTRODUCTION

After a decade of strong growth, Tommy Hilger Corporation suffered a signicant decline in sales and prots in 2000. Shareholders were worried when the company’s stock price decreased rapidly. That means favorite stock on Wall Street was now facing challenges.

In 1985; the Tommy Hilger brand was established by Thomas Jacob Hilger. He found immediate success by appealing directly to the hip-hop community and expanding its line of products. However; it had grown too popular and lost track of the market. The reduction in the prices negatively impacted the reputation of the company for good quality, while its image needs to be simplied.

In the years 2001 and 2002, the Tommy Hilger brand underwent major challenges which included a decrease in revenue and the departure of some of its top leadership. As the revenue fell down the CEO had to decide on an organic restructuring over regaining the lost ground in the US market.

Today after facing tons of challenges, Tommy Hilger has grown to become an apparel brand with 1,000 stores in over 90 countries worldwide. The company has agship stores in major cities such as New York, London, Paris, and Milan, and is currently actively pursuing Japan and Asia as vulnerable future markets.

This case study delves into the journey of Tommy Hilger, examining its strategic initiatives, marketing endeavors, and global expansion efforts.

Where Classic Meets Contemporary

The success of Tommy Hilger is a result of its distinct brand identity and positioning which have made it outstanding in terms of these two things. This brand has always been associated with classical America brought out by merging oldfashioned preppy looks in a more contemporary manner. The use of vivid colors with fearless stripes alongside its iconography (comprising reds/blues) has made Tommy Hilger manage to capture the taste of its customers everywhere around the world. The company has found its way into the crowded fashion industry by using the image of the American lifestyle that people dream about.

MARKETING AND CELEBRITY ENDEAVORS

Tommy Hilger has made its strategic marketing campaigns and celebrity advocacy its key aspects. For it to be seen clearly by many people and be appealing to different groups of people, this brand connects itself with prominent gures in music, sports, and entertainment. Tommy Hilger made several remarkable associations with artists such as Aaliyah, Beyoncé, The Chainsmokers, and sportspeople such as Rafael Nadal and Lewis Hamilton which have increased its popularity among youthful populations. Besides, Tommy Hilger has stayed popular in showbiz thanks to numerous mentions on television as well as appearances in movies making it an important icon in others' lives.

RetailExpansionandE-Commerce:

TommyHilfigerhasbeentoan aggressiveretailexpansionstrategy, settingupaglobalnetworkofbrand stores,departmentstorecounters,and factoryoutlets.Itsbrick-and-mortar shopsinmajorfashioncapitals worldwide,aswellasitse-commerce site,allowittoreachouttothemarket throughvariouschannels.Tommy Hilfigerisembracingdigitalandhas usedtechnologytomakeshoppingon theinternetmoreconvenient.This includessuggestionsthatare customizedjustforyou,afeaturethat letsyoutryonclothesvirtuallyaswell asvariouspaymentoptionsthatyou canmakewithoutencountering hustles.Furthermore,ithasembraced omnichannelretailingtocaterto changingcustomerpreferencesand prepareitselfforgrowthintheeraof theinternet.

StoryBehindTheBrandTommy Hilfiger:It'sBeginning

TommyHilfiger,theguybehindthe brand,isfromElmira,NewYorkstate hadlivedtherewhilethinkingfor himselfhowhewouldonedaybecome abigmusicianlikehisidolsfromthe 1960s.Herealizedthatthepeoplein thetownwherehelivedneedednice clothessimilartothosewornby famousmusicianElvisPresleyamong othersduringthoseyears.Itwasonly 17yearswhenTommyaftersaving $150earnedfromagasstationjob decidedtopurchasebellbottomsfrom thefamouscityofNewYork, afterwardheandhisfriendLarry Stemermansoldthemtofellowcollege matesintheirlocality.

Sameyearafteropeningthefirstshop named‘People’sPlace’inthe basement,theyinstantlyattractedthe

attentionofyoungesterswhowereinterestedinmusicandfashion,hence makingitgrowveryfast;bythetimeitwasending,theyhadmadesalesthat amounteduptoonemilliondollarstherebyrunningtenotheroutletsaround colleges’vicinity

In1970thingstookadownturn,morecompetitorscamein,theeconomic situationwasquiteproblematic,andgenerallypoorleadershipmeantfailure. ThiswastheyearwhenPeople’sPlacewentintoliquidationandconsequently, alltheoutletsbelongingtheJimmyHilfigerwereshutdown.Lateron,he admittedthathehadlostfocusonthebusinesssideofthings,leadingtothe downfallofhisventure.

The Benets - Delivering A Scalable, Digitally Engaging Buying Experience

ACCELERATING SALES, AND ENHANCING EFFICIENCY

With Couchbase(Couchbase is the NoSQL cloud database platform for business-critical and AI-powered applications), Tommy Hilger has accelerated the sales process. The company is also recording sales increases, with pre-fall sales for the Middle East, Africa, and the Netherlands growing.

Dening the present and future of the showroom:

Tommy Hilger said,” Our Digital Showroom revolutionizes the buying and selling journey for our retail customers and internal sales teams. We are passionate about providing our clients with the best service, experience, and quality. Our Digital Showroom concept completely reimagines the traditional buying approach and establishes a new fashion industry benchmark for business-to-business sales.”

Delivering anywhere, anytime engagement:

With the support of Couchbase, Tommy Hilger can develop and deliver a universally engaging experience regardless of device, location, or connectivity. The company can add, access, and combine data in real-time due to Couchbase’s NoSQL architecture, so retailers can not only inspect, modify, and create orders as they browse collections, but also place their nal order and arrange delivery immediately.

Tommy Hilger can continuously add to the number of collections available through the Digital Showroom and expand the concept to locations across the world.

CHALLENGE

A Partnership That Overcomes Differences In Language, Time, And Business Practices Between Europe And Japan

Althoughtheprojectstartedin2011,in Novemberthereweresomehurdlesit encountered.Thecontrastbetween JapanandEuropeispronounced.Here, wecanmentionnotonlylanguagebut alsooperationalmodelsofcompanies, logisticsystems,marketexchange processes,andotherpeculiarities.

Hence,theSAPsystemrequiredmore amendmentsthananticipatedandnone oftheHeadOfficestaffcouldaddress alldistinctions.ArneTajlmafromSVO ICTinTommyHilfigerEurope remarked,“ABeamhasdonesimilar projectswellinthepast.Theyarequite awareofhowbusinessesarerunin Japan.Inaddition,theseguysare specialistsinSAPapplications.Even thoughJapanspeaksadifferent languagefromEurope,hasdifferent schedules,andtheydothings differently“.JapanandEuropehave separatelanguages,distinctschedules, anduniquewaysofdoingbusiness. Buttheystillregardedthemasagood partnerbecausetheybelieveinthe abilityofABeamtosupportandsolve anyissues.

SOLUTION

SAP as the platform for global integration, interfacing with external systems

ThestandardSAPsolutionfortheapparelindustry,knownasAFS,wasusedforglobalintegration.Japanwasunique hencerequiringadifferentapproachfromwhatwasbeingdoneelsewhereintheworld,andthissystemfailedtofully catertotheirneedsandexpectations.Europeadoptedblanketpoliciesunderonesoftwarepackagewhileitwas mandatoryforJapantododifferentthingsinareasliketransportandshops.BeginningAFS,beingthestandardSAP solutionfortheapparelindustryacrosstheglobegotusedbutitdidnotsatisfywellenoughtoenableJapan’s distinctivemodesofoperations.UnlikeinEuropewhereeverythingisfoundunderonesystemi.e.SAP,InJapan logisticsneedstohaveitssystemaswellasstoreoperationsbecauseofthiswecannotimplementwhathadbeendone inEurope.

"TakashiKato,aprojectmanagerinchargeofbusinessplanning,analysis,andIT,hasmoreinsights:"InJapan,they haveacustomarytradingsystemcalledshoka-shiire,whereretailersawaitpaymentforgoodssuppliesuntiltheyare soldoverthecountertocustomers,asituationalsoreferredtoas‘consignmentsales’or‘sale-basedrent.Additionally, itwasdifficulttocoordinateoutsourcedprocesses.”

CONCLUSION

JimmyHilfigerbeganinasmallwaybut grewintoaseriousforceinfashion.Bornin 1985,ThomasJacobHilfigerfoundeditand itbecameknownforitspreppystyleand coolpartnerships.Thoughithadproblems suchastoomuchvisibilityandbeingina crowdedfieldovertheyears,itneverthrew inthetowel.Thebrandgotinto partnershipswithcelebritiesforpromotion purposesandthusmanagedtobuildan internationalimagebesidesembracing technology.Utilizingexpertisewasa solutiontoproblemslikecultureshock. Today,TommyHilfigerisstillabigdealin theworldoffashion,showingthatonecan achieveanythingthroughcreativityand hardwork.

FREE SHIPPING FEVER: Can Your Business Handle the Heat?

In today's market, savvy business strategies are not just about selling a great product or service but also about how effectively you can get it into the hands of your customers. The right shipping strategy can elevate a brand from being just a participant in the market to a dominant player. This article dives into how modern businesses, especially those led by or targeting women, are revolutionizing their shipping strategy to enhance customer satisfaction and drive growth

TheRiseofE-Commerceand ShippingDemands

Thesurgeine-commercehas transformedtheshopping habitsofmillions.Asmore womentakethehelmin startingandmanagingonline businesses,understanding customerexpectationshas neverbeenmorecrucial. Today'sconsumersnotonly lookforqualityand affordabilitybutalsospeedand convenienceindelivery.The challengeforbusinessesisto meetthesedemandswithout compromisingtheirprofit margins.Masteringtheartof efficientshippingisacrucial stepforanybusinessaimingto thriveinacompetitiveonline marketplace.

PackagingSmart:MoreThan JustaBox

Whenitcomestoshipping,the firstthingthatoftencomesto mindisthepackaging.The

journeyofaproductfroma warehousetothecustomer's doorstepisfraughtwithpotential pitfalls.Smartpackagingisabout morethanjustthephysical appearance—it'saboutprotection, cost-effectiveness,andsustainability Awell-packagedproductnotonly reachesitsdestinationinpristine conditionbutalsohelpssavemoney withtherightpackagingwhile shipping.Byusinginnovative materialsandthoughtfuldesign, businessescansignificantlyreduce theirshippingcostsand environmentalimpact.

CalculatingtheCost:Transparent PricinginShipping

Navigatingthecomplexitiesof shippingcostscanbeadauntingtask forbusinessowners.It'snotjust aboutthedistancecovered;factors suchaspackageweight,dimensions, andshippingspeedallplayarolein determiningthefinalcost. Transparentpricingmodelsare increasinglybecominganorminthe shippingindustryastheyhelpbuild

trustwithcustomers.Womenentrepreneurs,in particular,areleadingthechargeinadopting clearandcommunicativepricingstrategies thatallowcustomerstounderstandexactly whattheyarepayingforandwhy This transparencynotonlyenhancescustomer loyaltybutalsopositionsabusinessasan honestandreliablevendorinacrowded market.

TheAllureofFreeShippingStrategy

Offeringafreeshippingstrategyhasbecomea powerfulandgame-changingtoolinthe arsenalofmodernbusinesses.Thisstrategy isn'tjustabouteliminatingafee;it'sa psychologicalleverthatcansignificantly increasethelikelihoodofapurchase.The questionattheheartofthisstrategyis,“How docompaniesofferfreeshipping?”Itinvolves morethanjustabsorbingshippingcosts—it's aboutsmartlogistics,bulkshippingdiscounts, andsometimes,subtly,includingshipping costsintheproductprice.Thekeyistostrike abalancewherethebusinessstillprofitswhile thecustomerfeelsthey'regettingabetterdeal. Aneffectivelyimplementedfreeshipping strategycanleadtohigherordervolumes, repeatcustomers,andenhancedbrandloyalty.

Technology and Shipping: Harnessing Automation

Inthepursuitofoptimizingshipping,technologyplaysapivotalrole.Automatedshippingsolutionscanstreamline operations,reducehumanerror,andenhancetrackingcapabilities.Forbusinesses,particularlythoseledbyortargetingtechsavvywomen,integratingadvancedshippingsoftwarecantransformlogisticsmanagement.Thesetoolshelpinpredicting shippingcostsaccurately,managinginventorymoreefficiently,andprovidingcustomerswithreal-timeupdatesabouttheir orders.Embracingthesetechnologicaladvancesnotonlyimprovesoperationalefficiencybutalsoenhancesthecustomer's shoppingexperience,makingitseamlessandhassle-free.

Sustainable Shipping: Good for Business, Great for the Planet

Asconsumersarenowmoreenvironmentallyconsciousthanever,businessesarerespondingbyadoptinggreenershipping practices.Thismovetowardssustainabilityisparticularlyresonantwithwomenconsumerswhooftenprioritizeethical considerationsintheirpurchasingdecisions.Sustainableshippingstrategycanrangefromusingrecyclablematerialsand minimizingpackagingtochoosingcarbon-neutraldeliveryoptions.Bypromotingtheseefforts,businessesnotonly contributetothewell-beingoftheplanetbutalsostrengthentheirmarketpositionbyaligningwiththevaluesoftheir customers.

Shipping as a Strategic Business Lever

Effectiveshippingstrategyisnolongerjustanoperationaldetail;theyareastrategicleverthatcanpropelabusinessto success.Fromsmartpackagingandtransparentpricingtofreeshippingperksandtechnologicalintegration,eachcomponent playsacriticalroleincraftingacustomer-centricshippingexperience.Embracetheseshippinginnovationstokeepyour businessmovingforward—literallyandfiguratively