Pippa Wicks

"I am obsessive about customer research, personalisation and in-store consultations to get customers to try something new. Oh, and not wasting time on 150-slide presentations. It’s about distillation.”"

"We need to coach women not to be emotional but calm and rational. I just said calmly, ‘I know I am not earning as much as XX. Can you help me sort it out?’ And it was addressed very quickly.”"

"Targeting and understanding what they want is what counts. Every month I go shopping with our customers, we’ll go together to different stores. I’ll watch as they feel fabrics, appreciate design… This customer listening is crucial.”"

"Unfortunately there are stereotypes. If, as women, we keep it really fact-based and calm, it will lead to people reacting to us positively… You want to encourage somebody to want to be with you and on your side. Not to be accusatorial.”"