TAMARA HILL-NORTON, 46, founder and creative director of highly desirable activewear label Sweaty Betty, on how to get people hot and bothered about your brand
Believe your customer exists
When we started out in the ’90s, women’s active wear was relegated to the back of men’s sports shops. People thought we were mad, but I knew our customer was out there and that, if I stuck to my guns, it would work. You can’t entertain thoughts of failure. A lot of older men were insistent that the name Sweaty Betty wouldn’t work. They just couldn’t understand it. Women… sweating? It wasn’t cool to admit you went to the gym then either. We now have 50 shops, so we’re doing something right.
Perfect your building blocks
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