Ginnie's approach is based on an awareness that retail is a hugely challenging industry, whether it is food, fashion or lifestyle. The customer is fickle, competition for their attention is rife, the media landscape is a noisy place.  A brand's communication techniques are key. Simply trying to sell a product alone is not enough. Digital media, although fast-paced and fleeting, is a brand's shop-front and has to instantly inspire a certain desire amongst the audience.  It's no longer enough to hope that an observer will be enticed by what they see or read about.  They are more discerning than ever before and sometimes even word of mouth insights can be as influential on a purchase decision as a large-scale advertising campaign.  With this in mind, brands need to remain true to their vision, and their own story, whilst adapting to market changes in a clever and believable manner.  Ginnie's experience at Vogue lends itself to advising on such strategies, using the right voice, touch points and media outlets.  Surprisingly, she loves nothing more than a P&L spreadsheet...

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After years of hosting Vogue reader events, Ginnie's public speaking experience has proved to be a strong asset in an era where customer-facing interaction is key to any brand at any level.  Her experience has included work for Louis Vuitton, Manolo Blahnik, Christian Louboutin, Polo Ralph Lauren, American Express and The John Lewis Partnership, presenting bespoke trend talks, moderating panel discussions and providing internal staff training.  Her confidence is natural and genuine, and each talk is researched thoroughly and with a clear understanding of the audience's needs and preferences as well as the brand's end goal. Ginnie is often invited to speak on Sky News and BBC Radio. 

VCH Style has a small but discerning database and brands can access this for small, private events and trunk shows.

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Ginnie's mantra is 'Condense, Curate, Create'. It applies to all ages, all spending levels. Her service is to personally 'condense' your wardrobe, sort through and 'curate' new ways of wearing pieces you never knew worked well together and 'create' space for new pieces that Ginnie then advises on. Her approach works because it is all about real life. "Piecing together your everyday looks should be as enjoyable and easy as throwing on that new dress for a special occasion." Ginnie has offered her services to many charities including The Royal Marsden Hospital, Chickenshed and Smart Works.  

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As well as her editorial features for Vogue, Ginnie regularly contributes to The Telegraph, The Grace Tales and Make Magazine.  

© 2020 Website by E L P H I C K  D E S I G N

Photography by Julianne Kellersman,  Antonia Penia and Andrew Crowley

VCH Style

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