This Friday we chat with Shabana Shah, recently appointed as International Omni Channel Senior Sales Manager of innovative US brand, Evelyn & Bobbie, which launched into the UK and Irish markets at the beginning of 2024.
Life before joining Evelyn & Bobbie?
Before joining Evelyn & Bobbie, I was part of the Spanx International team as Senior Sales Manager, where I worked alongside a fantastic group of professionals. During this time, we navigated the challenges of COVID-19, witnessing intimate apparel rise to the forefront as brands launched innovative products. I collaborated with exceptional retailers across Europe, launching multiple categories and continuing to work with retail teams that are leaders in this ever-evolving industry. This experience deepened my appreciation for the power of lingerie in empowering individuals.
Why intimate apparel?
Intimate apparel captivates me because it’s all about empowerment and self-expression. Lingerie is a powerful way for individuals to celebrate their bodies and feel fabulous. Transitioning into this sector allows me to contribute to this joyful experience, helping others find pieces that make them feel their best.
Tell us about your role at Evelyn & Bobbie
At Evelyn & Bobbie, my focus is on market research and understanding the evolving needs of consumers. I am actively working to launch our market internationally by identifying the best retail partners to redefine how bras are purchased and, most importantly, how they feel for individuals with bust. I’m exploring key boutiques and reconnecting with fantastic retailers who are excited about embracing the changes and revolution surrounding bras!
What is special about working in the intimate apparel sector?
Working in the intimate apparel sector is special because it blends creativity with emotional resonance. We’re not just creating products; we’re fostering confidence and celebrating individuality. The personal nature of lingerie makes this work incredibly fulfilling and meaningful.
Those special moments in your career
I cherish the special moments when I see people genuinely enjoying our products. Working on strategies that align all cross-functional teams to bring a launch to life is incredibly rewarding. There’s nothing quite like witnessing customers shopping for and wearing our products, feeling confident and happy. As an original retail girl, I especially love connecting with the retail staff and hearing their insights—they play a vital role in creating that positive customer experience!
If you were not working in intimate apparel, what would you have done instead?
If I weren’t in intimate apparel, I would likely focus on leveraging my extensive experience in retail management and business development. My passion for understanding consumer behaviour and creating impactful retail strategies would lend itself well to roles in brand management or sales. I thrive in dynamic environments where I can connect with teams d drive results all round.
A Typical Week
A typical week is filled with excitement! I spend my days connecting with customers, gathering valuable feedback, and collaborating with our internal teams on strategies. I work closely with logistics and marketing, ensuring our plans align seamlessly. I also engage with the product team to explore exciting insights and incorporate customer input into our offerings. This dynamic environment keeps me motivated and focused on driving success!
Your greatest challenge?
My greatest challenge has been adapting to the rapid changes in consumer behaviour and the evolving landscape of technology in design and social media. With so many factors at play in today’s world, it’s essential for a brand to evolve continuously. I view these challenges as opportunities for growth, inspiring me to innovate and find new ways to stay connected with our customers. Embracing change and leveraging new technologies keeps our brand relevant and exciting!
Proudest moment to date?
My proudest moments are multifaceted. Personally, I’m incredibly proud of raising two beautiful and intelligent children who inspire me every day. Career-wise, I take pride in seeing a brand launch successfully and knowing I played a part in that journey. Additionally, watching the staff I have worked with or recruited grow in their personal and professional journeys is incredibly rewarding. Knowing I’ve contributed to their success makes my role even more meaningful.
Worst move so far?
Nothing so far, I learn from all experiences- forever learning.
Any idea where you will be in 10 years’ time?
In ten years, I envision myself at the forefront of initiatives that blend my passions for fashion and mental health, advocating for body positivity and self-acceptance. I aspire to work with brands and corporate companies to ensure ethical and inclusive practices are prioritised in the industry. Additionally, I want to see more leaders from the global majority, contributing to anti-racism work and fostering diversity within the fashion landscape. This is the short answer to something huge.
Time out?
It varies based on what’s happening in London but definitely outdoors!
Pet Hate?
I have many, at the moment it is my son asking me ‘why’ all the time.
