Sweaty Betty, under the direction of Global Brand President Melissa Mullen, is reinforcing its core brand values to strengthen its connection with both consumers and employees.
- Mullen addressed the Drapers Inner Circle Summit 2024, highlighting a recent phase where the brand experienced ‘internal confusion’.
- The company is actively working to return to its roots, focusing on authenticity and identity.
- Efforts are being made to communicate the brand’s values effectively to empower stakeholders.
- The strategy includes engaging consumers and embedding values into the organisational culture.
In a recent presentation at the Drapers Inner Circle Summit 2024, Melissa Mullen, Global Brand President of Sweaty Betty, addressed how the company is working to bolster its brand values. Mullen candidly acknowledged a period of ‘internal confusion’, during which Sweaty Betty drifted from its core identity. This introspective reflection has guided the company back to its foundational principles.
Melissa Mullen emphasised the importance of authenticity in Sweaty Betty’s strategy moving forward. The company’s goal is to reconnect with its fundamental ethos, ensuring that its brand message resonates with both its consumers and employees. This reconnection effort aims to solidify trust and loyalty among existing and potential customers, reinforcing their identification with the brand.
Communication plays a pivotal role in this strategic realignment. Sweaty Betty is focusing on clear and consistent messaging to adequately express its values. This clarity in communication is intended to empower both external and internal stakeholders, aligning them with the company’s renewed mission. Such empowerment is expected to foster a stronger connection and commitment to the brand’s objectives.
To further embed these values, Sweaty Betty is targeting both consumer engagement and organisational culture enhancement. The strategy involves integrating brand values into everyday business operations and interactions. By doing so, Sweaty Betty aspires to create a cohesive and value-driven culture that permeates all levels of the organisation.
Sweaty Betty’s strategic focus on core brand values aims to reinforce its identity and strengthen stakeholder relationships.
