Balancing People, Planet, and Profit in Fashion

Episode 21 | Balancing People, Planet, and Profit in Fashion

In this episode of the Retales podcast, powered by Orquest, Marisa Selfa shares her extensive experience in retail. With a remarkable career spanning over 25 years across multiple continents and prestigious brands like Levi’s, Adidas, National Geographic and Ecoalf, Marisa offers profound insights into the retail sector and its ongoing evolution.

Marisa’s entry into the fashion world was unplanned, sparked by a headhunter’s call regarding a position at Levi’s in Brussels. Reflecting on this unexpected transition, she states, “I love fashion, but I had no idea about fashion.” Marisa emphasizes the evolution of retail over the last two and a half decades, noting, “It’s nice to see how retail has evolved.“

The conversation progresses to the importance of understanding local markets while maintaining a brand’s identity. Marisa underscores the need for brands to align with local consumer preferences, stating, “How does my brand fit in that market? What are the consumers looking for?” Drawing from her tenure at Adidas, she recalls the challenges of applying a one-size-fits-all approach, remarking, “We were offering the same fits in Asia… how is that possible?” This highlights the critical need for brands to tailor products for specific regions to meet diverse consumer needs.

Marisa also addresses the complexities posed by varying employment laws across different countries. She explains, “In other countries like Italy and France, it’s very difficult to let go of people,” which complicates hiring processes. Such legislative differences demand a nuanced understanding of local labor markets, significantly impacting business operations.

As the discussion shifts to technology’s role in retail, Marisa argues for the importance of integrating shopping channels to enhance customer experience. She states, “How do you make sure that experience is really making sense for the customers?” Emphasizing the necessity of seamless transactions, she highlights the imperative of making shopping as convenient as possible, whether online or in-store.

Marisa concludes her insights on retail profitability by discussing the balance between sales growth and operational efficiency. She notes, “There’s also a lot of profitability from sales down to the bottom line of your P&L,” suggesting that operational management plays a vital role in enhancing store profitability while maintaining sustainability.

The discussion emphasizes the crucial role of employees in creating exceptional customer experiences. Our guest underlines that employees should act as brand ambassadors, fostering loyalty through meaningful interactions. 

An illustrative example comes from Marisa’s time at National Geographic, where the brand shifted towards responsible and sustainable product offerings in response to consumer demand. She notes, “At the end of the day, you’re talking about the planet and the animals and the extinction,” reflecting the increasing consumer consciousness surrounding environmental issues.

The conversation then addresses urgent sustainability challenges within the fashion industry. Marisa highlights two key areas: the need for responsible product development and improved forecasting to minimize waste. Alarmingly, she mentions, “Every second, a full truck of clothes is being dumped somewhere or being burnt,” urging brands to recognize their environmental impact.

And that’s the focus of the Oceanborn Foundation, the company where she is today’s CEO of Lifestyle & Tailored, a brand focusing on funding ocean conservation efforts. She emphasizes a paradigm shift in business philosophy, stating, “Our only shareholder is the ocean,” which reflects a commitment to philanthropy and genuine impact rather than profit maximization. This initiative channels profits into significant conservation projects, highlighting the need for real change rather than superficial actions.

As the episode nears its conclusion, Marisa shares her business philosophy centered around the “triple bottom line”: people, planet, and profit. She explains, “It’s our responsibility… everybody can make decisions every day that can have an impact.” This belief underscores the importance of prioritizing ethical practices in business.

The episode wraps up with a discussion on the future of retail, highlighting the necessity for brands to engage authentically with consumers who prioritize social responsibility and sustainability. The speakers advocate for shared ownership among employees, fostering a collaborative culture that drives positive change. As Marisa succinctly puts it, the connection between employees, brands, and customers is vital for success in today’s retail landscape. This episode provides invaluable insights into the evolving dynamics of retail, underscoring the importance of adaptation, sustainability, and genuine connections in the industry.

Listen to the full episode.