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Employer Branding Personal Branding Sustainable branding

Filip Strömbäck: ”Peacocking is the best way to show who you are”

What is a successful image for you?
 – I would say that a successful image is some form of prosperous, smiling, happy, good looking person surrounded by other happy people. It would look like a big sofa, kind of like Monica and Rachel in the sitcom Friends.

How do you define success in your job?
 – I run a new company, Exparang, together with other business partners. We have several overall goals and a long-term strategy, but every day contains some steps forward, some backward and some across. When I sum up my day to find that we have at least reached some sort of goal, then I think it is successful. In general, I get frustrated if one day has just been filled with meetings, I like to “have things done”! Although meetings in themselves can also be successful.

What is the biggest misconception about you?
 – That I am correct! I’m pretty sloppy and far from correct, but I think the combination of my eye-glasses, my hair and my dialect allows me to get away with much.

What do you want to communicate to the world in the way that you dress?
 – I’m a little vain and I do care what I wear. Almost in all contexts, I have thought through what I will wear, even though it does not always look like it to the outside world. I probably, though hard to admit, want to stand out a bit. Peacocking is an established concept, where you find some special style to attract attention. The best form of peacocking is to always have a thing that is your own, something cartoonists would blow up on a huge scale. I don’t know if I have a special thing, but I often have something that stands out. Right now it is my crude running watch, which attracts good and evil eyes. I would like to communicate a sporty style.


Filip Strömbäck – The style expert

How would you describe your personal brand?
 – I imagine that my personal brand is a little different depending on the way the particular person has come to know me, which may send mixed signals.

In your podcast ”Hello Boss” – what challenges do leaders believe they have today?
 – I would think that one of the biggest challenges for managers today, compared to a few years ago, is that employees are a bit more volatile. I heard somewhere that a freshman from Handels (School of business, economics, and law in Sweden) today is estimated to have at least 20 employers during his or her lifetime, compared to just a handful a few years ago. It says a lot about how you look at your staff and the risks of being a short-term asset. 

Are the leaders you interview aware of what they are communicating in the way they dress?
 – In many cases, they are totally disinterested. In some cases, they communicate through an acquired taste. Many managers look like other managers and make about the same choices. Both men and women. It is almost possible to see in what industry they work in looking at the way they dress.

Do they hire an image consultant to develop their style and build their personal brand?
 – In many cases, public leaders make sure to hire image consultants to develop their personal brands. I’ve heard of some drastic transformations at the Swedish Government Offices for example.

What do you think is the best way to influence other people without opening one’s mouth?
 – Definitely the body language. I’m not an expert in this area but it is proven, in so many ways, that body language accounts for much of what we communicate.

What is the key to success in communicating with all your different audiences?
 – As it is in life itself, to try to be yourself. Not always the easiest, but I think I am getting better and better at it.

In your recruitment services – do you have a dress code?
 – In Exparang, we have built a matching service that is entirely based on anonymized candidate data, so for us, it is extremely important to let competence and motivation come first. We clearly see that prejudice about everything from age and gender to schools and appearance can often stand in the way a really good match. So, no, we have no dress code. However, I can see a point in some kind of guideline regarding wardrobe in a workplace, and in some cases strict codes.

What do you think of the image projected by leaders in Sweden today?
 – The external image of “Business Sweden”, in addition to HM and IKEA, is dominated by the startup scene. In general, I have a feeling that the leaders in our Unicorns have a sensible, down-to-earth, beautiful and humble image. Personally, I am very fond of that type of leadership. However, I think it’s a little sad with the jeans, t-shirt and hoodie culture. It’s so normative. It’s like a must if you work with tech to look like you don’t care what you wear. In reality, there are probably far more anxious souls in the tech sphere than any other sector.

What tips do you have for leaders who want to express power, authenticity, and trust?
 – Be sure to wear appropriate clothing. Not too tight and not too big. It’s not the hardest thing in the world, but people fail at it all the time. I think it is related to people’s view of their own body, and that it is usually very skewed.

As an entrepreneur in today’s world – where are we going in the fashion industry? Do you think we need to design and produce more sustainable clothing?
 – Patagonia, which just a few years ago, was relatively alone in its responsible sustainable niche is now a company in the crowd that “cares” and take their social responsibility . It speaks a clear language. I think both consumers’ buying behavior and political regulation will increase, leading us into some kind of sustainable direction.

In your pod, The Style Journal  – is your goal to inspire men how to dress, behave and style themselves?
 – What we do with the Stiljournalen is not outright serious, but in our entertainment, listeners can, from time to time, also learn something from my completely ill-initiated podcast colleague Fredrik af Klercker. You should not forget that we have about 50/50 female and male listeners, so it turns out that a podcast about male style interests both genders.

Filip Strömbäck och Fredrik af Klercker
Filip Strömbäck and his business partner Fredrik af Klercker, just launched a Smoking line together
with the Swedish fashion company MQ.

Do you think today’s leaders need to start building a sustainable wardrobe?
– Yes, I think so – the throwaway society cannot be contained. I picked up a couple of Oxfords from the shoemaker this morning and realized that it was 15 years since I bought them. That’s what I enjoy!

Categories
Employer Branding Personal Branding Sustainable branding

Veronika Wand Danielsson: ”I am the Ambassador of the Swedish brand in France”

Veronika Wand-Danielsson has been Sweden’s ambassador in France for 5 years. Her assignment includes being ultimately responsible for the Swedish brand. Read her thoughts leadership, sustainable fashion, and personal style in the diplomatic world. 

An ambassador represents his country in a foreign capital. This means both diplomatic contacts and security for Swedish citizens – and to promote the Swedish brand. In France, the embassy works a lot with Sweden’s promotion and Veronika Wand-Danielsson is very involved in this work.

What is a successful image for you? 
 – An image that reflects my personality. Accepting the norms and frameworks within which we operate, work, act, dress and at the same time dare to challenge something with our own personal touch. 

How do you define success in your job? 
 – When my ideas and analysis are heard. 

What is the biggest misconception about you? 
 – That I am perceived as pretentious, rigid or self-absorbed. 

What do you want to communicate with the world by the way you dress? 
 – Women should dare to be themselves and that they should find their own style. For me personally, it is important to combine elegance with a sporty touch. However, every opportunity demands its own; it is important to be able to adapt to the circumstances and the circle within which I act, perform and represent Sweden in the world. I have a personal interest in clothes and fashion, but clothes should not dominate, in an official context, the political message that I want to convey.

Does the Swedish Embassy have a dress code to follow? Or are they just unwritten rules? 
 – In all environments, there is a certain dress code. In diplomacy, most men wear suits – regardless of nationality. Women allow themselves to be a bit more imaginative with their own clothing style – but the focus should preferably be on the dialogue and the message you want to convey and not on what you wear. Common sense also applies here and to reasonably adapt to the circumstances. Often, colleagues on Fridays are more ‘casual’ at embassies unless they have official assignments. However, they should be dressed so that they can receive visitors from outside at all times but preferably no jeans at the embassy.

What tips do you have for leaders who want to engage their employees?
 – Strive to strengthen your employees’ self-confidence. Give praise when justified. I can even give praise when I see a new stylish tie or a new hairstyle or new garment with an employee. People enjoy being seen and appreciated. Be generous with showing appreciation. This boosts confidence in you as a leader and your employees perform better.

As a leader in today’s society – Where are we headed? Do you think today’s leaders need to start building their sustainable wardrobe?
 – Absolutely! For example, I have a collaboration with HM that allows me to showcase not only Swedish design but also HM’s sustainable collection. I often wear sustainable from Swedish fashion companies. We work to show Swedish sustainable fashion and design.

Categories
Corporate Branding Personal Branding

Philip Warkander: “Covid-19 has shown that we do not have to buy as much clothing as we have done so far.”

Philip Warkander

The coronavirus continues to spread throughout the world, leaving deep traces throughout our society. Many people are either infected by the virus or feel mentally bad. All companies in the retail sector are bleeding and companies are now going bankrupt.

Read the Doctor of fashion Philip Warkander’s thoughts on the connection between fashion’s roles in society and how culture influences what we wear and his thoughts on how the coronavirus will affect the fashion industry and fashion trends of today.

What is style for you?

 – Style is usually explained in relation to fashion: if fashion is defined by change, style, on the contrary, is what is constant over time. Think of the word “writing” – your way of writing makes your writing style recognizable, it distinguishes you and becomes your signature in a way that fashion does not. Style is therefore consistent in expression over time.

What determines how we dress in Swedish society? Or any other culture in the world?
 – We are influenced by the environment we are in. A little like what fish is to water: we are blind to the norms and structures that characterize our culture. Swedish culture is very conscience-oriented and therefore Swedish fashion is relatively equal. It should be portable and practical, often it is simple in color and relatively unisex.

What is the role of fashion in our society?

 – Internationally, fashion is an important industry. As part of the larger field of cultural and creative industries, fashion has often been used to market both cities (such as Paris, the “capital of fashion”) and countries (“Made in Italy”). But fashion is also important at the individual level, as a way of communicating who you are or want to be. This is especially noticeable among young people who spend a large part of their disposable income on clothes.
 

Can fashion be a force for change in society?

 – Fashion can be both progressive and conservative, and it is not necessarily positive the change that it contributes to. In addition, it is important to distinguish between the symbolic and material dimensions of fashion: the message of the jersey print may be feminist, but what are the working conditions for the factory workers and the cotton farmers?
 

How would you describe your own style and personal brand?

 – That is a difficult question. Since I work with and have to think about fashion in general, I have a rather weak personal fashion interest. I simply do not care that much about what I wear. The thing is that I often travel a lot – it is not uncommon for me to spend a total of about 24 hours a week aboard the train – and it is, therefore, key that everything I wear is comfortable. I can not dress up as I would like to sometimes. Due to the traveling situation, the practical aspect is more important than the aesthetic approach.
 

What do you want to express through your style?

– I really only have one basic rule: I dress as rarely as I can in black clothes. As I work in the cultural sector, I see how common it is that people who want to appear as intellectuals dress in black. It’s a simple trick to make to appear smart, but I think it really testifies to laziness and that it reinforces clichés about how a cultural worker dresses, for example (architect, designer, art historian etc. Therefore, it is more fun and more innovative to challenge ingrained attitude and instead dress in color.

What is the biggest misconception about you?

 – That I’m interested in fashion. You have to distinguish between work and leisure. In my professional role, I am absolutely knowledgeable about fashion, but in my free time, I would rather be in my greenhouse and take care of my plants or take a walk in the forest with the dog.
 

What advice do you have for leaders to express themselves in today’s society?

 – Make sure your style is in line with the values ​​you represent.
 

As a Doctor of Fashion Science – what do you think will happen with the entire fashion industry now?

 – We can already see that the companies that have been on the border have applied for reconstruction or have gone bankrupt. In this way, the corona situation has reinforced trends that already existed. But, there is also a more philosophical aspect: the crisis has shown that we do not have to buy as much clothing as we have done so far. Now is the question – will there be another type of clothing consumption?

Do you think today’s leaders need to start building their sustainable wardrobe?

 – I definitely think they should, but I think it is doubtful that they will. There is still a  tendency of discussing the environmental impacts of fashion, not least in relation to consumer culture, in the same way, that there is a resistance to wanting to see the consequences of climate change, their (meat) eating or (air travel) tendencies. If we are to start to seriously discuss today’s leaders’ clothing from an environmental perspective, I would probably have been annoyed when it had meant that they should also ask critical questions about how their clothes were manufactured and what quantities are reasonable to buy in a year. And that’s what few people are ready to do.
 

In your new book you write about the desire to embrace change – Can Coronavirus lead to an awakening for sustainability in fashion?
 – I think the corona situation can reinforce the sustainability discourse that was already under development. But, these discussions are still very focused on the superficial- it’s still paying lip service more than anything else – and we have to make sure that words are also linked to actions. There it is still far to go.

What do you think are the new trends in the fashion world now and with the Coronavirus?

  – I think this will lead to an increase in online commerce at the same time as fashion communication is becoming increasingly digital. When fashion weeks are canceled and the news is instead communicated online, more and more people will understand that it is unnecessarily expensive to give artificial breathing to old-fashioned formats such as fashion shows. More and more it’s going digital. Aesthetically, however, probably not much happens in relation to corona, as soon as the current trend has run its course, it is most likely and probably business as usual with streetwear influences and large logotypes on clothes.

Philip Warkander is an associate professor of fashion science at Lund University in Sweden. He is also columnist at Bon magazine. 
The image of Philip is taken by the photographer Tomas Falmer.

Categories
Sustainable branding

The consumer, more ‘eco’ after the Covid-19: 79% look for sustainable products

Only 36% of companies believe that sustainability influences purchases.

To conclude, Capgemini proposes four best practices to promote sustainability in companies: promote the adoption of sustainable practices among consumers and employees; place technology at the center of sustainability initiatives to measure its impact; implement a solid organizational structure to promote sustainability and collaborate with the general ecosystem to achieve greater impact.

“Until now, many organizations have considered the sustainability factor as purely accessory,” says Kees Jacobs, vice president of retail and consumer goods at Capgemini.

“The pandemic has highlighted the global desire for authenticity and responsibility, especially by large companies,” he continues. in the transformation projects of companies as a consequence of the pandemic, they must put sustainability at the heart of their efforts ”.

Read the whole article here: https://www.modaes.es/back-stage/el-consumidor-mas-eco-tras-el-covid-19-el-79-busca-productos-sostenibles.html

Categories
Corporate Branding Personal Branding Sustainable branding

Karin Söderlind: ”The only way forward is to dress completely sustainable”

Karin Söderlind is one of the sisters and co-founder of the fashion company House of Dagmar. She is also the Communications Director of the company. Read her thoughts about success, image, and sustainability in the fast-paced world of fashion. 

What is a successful image for you?
 – When I feel that I have high-quality clothes and the design is a mix of classic and a little special, it is a combination that makes me feel confident and strong in myself.

How do you define success in your work?
 – When I set goals and reach them. Another success for me is also when friends wear our outfits from Dagmar.

What do you want to express to everyone in the way you dress?
 – That I am a person who thinks outside the box and understands trends and fluctuations in society. That I dare to have a voice that does not have to say what everyone else says but rather what I think and stand for.

How would you describe your own style?
 – Unconventional but sophisticated.

When you hire new employees – do you give them an introduction on how to live the Dagmar brand?
 – Partly but it’s not a strategic plan. Maybe we should do more, but I think everyone is naturally good at picking it up as we are a relatively small company.

What do you think is the best way to influence other people without using any words?
 – Our own actions are always the best way. So to set an example of oneself, show it yourself. However, it is difficult when you do not want to be too visible and in the public spotlight.

What is the key to communicating successfully as a public figure?
 – It is important to feel comfortable in what you are wearing, the clothes should strengthen you and give you the confidence to make you feel strong and good looking. Don’t be too rigid or too tight so that you feel anxious or uncomfortable. If you are going to communicate in a public context, it is important to feel confident in what you are wearing. The clothes should always empower you. 

What do you think about the image of leaders today?
 – I think it is difficult for some women to find their own image. Especially if you are not that interested in clothes. The way you dress is a tool of gaining confidence, it is important to understand it. Men have it much easier, they have two things they can always wear when they want to build trust – a shirt and a jacket. Women should not have to dress like men to gain confidence. We should see it as an opportunity to be able to adapt our outfits depending on what we want to achieve when we connect with other people.

What kind of women does the House of Dagmar design for?
 – Women who are aware of their choices in life and want to feel good. Those who look at how they can feel their best both internally and externally.

What advice do you have for leaders who want to express their professionalism and confidence?
 – Oh, that is a difficult question. Style is all about expressing a part of your personality. I think that if you want an image of confidence, then you should dress in clothes with very high quality and something stylish. Quite a classic style but a detail that still stands out and gives a personal touch. It creates both security and shows that you are strong and confident as a person. Never too classic – it shows that you do not have your own style and that you are a follower which you do not want to be if you are want to be a leader.

As the founder of a fashion company in today’s society – Where are we heading in the retail industry? 
 – You need to design and produce sustainable clothes for succeeding. I think the only way to go forward is to work with a holistic sustainable approach when choosing environmentally friendly fibers. 8% of all carbon dioxide emissions in the world come from our industry. 71% of the House of Dagmar’s carbon dioxide emissions in 2017 came from the production of fiber. Therefore, it is very important for us to work with our most sustainable choice of materials. It would not be fun to work within the fashion industry anymore if we were to create products that are bad for the planet and mankind.

The fun thing now with our job is to be challenged and surprised and to work with new sustainable materials and offer the modern woman a fully durable wardrobe so she can invest in themselves and in our future planet.

Do you think today’s leaders need to start building their sustainable wardrobe?
 – Yes, absolutely and there is already every opportunity for it.

Categories
Corporate Branding Employer Branding Personal Branding Sustainable branding

“I tried to be normal once. The worst two minutes of my life.”

And for some reason the message: “I tried to be normal once. The worst two minutes of my life” is working.

There is something special about that statement that makes people react in one way or another here in social media.

That makes me think: Oh, am I not the only person in this world who is feeling this way? Are we all trying to be so-called normal?

In my job role as an image and branding expert, I always aspire to communicate authenticity and sustainability. Like everything else in life – I need to live and breathe it and not just talk about it. Live your brand as we say in the world of branding and communications.

I have one foot in Sweden and the other in Spain with a universal mindset. The Swedish blonde woman with a gypsy heart.

Like my friend from José from Spain told me: You seem to be more Spanish than a lot of Spanish people. And yet again with that Swedish efficiency.

I feel like I never fit in

The last time I cried about it was last night when I was spending one evening at some of my friends’ new home. They just told me to cry. To let it come. To release it from my body. I am so grateful to all of my friends.

So here comes – the key message and what I really want to say. Because I really want to say it to myself for 2020:

Keep your eyes on the stars and your feet on your ground!

This is the message that I have sent to my clients, partners, family, friends, and enemies to prepare them all for 2020.

Be authentic. Show who you truly are and enjoy the ride.

Remember that no one really thinks that he or she is a normal person.

Happy 2020 and lots of love!

Anna Nylander

PS. Isn’t it just liberating to be and show who you are?

Categories
Employer Branding Sustainable branding

Your company’s reputation depends on your employees’ image

You can spend a long time trying to convince others of your qualities, but you’ll have a difficult time being perceived as genuine if your appearance doesn’t sync with the values you’re trying to express. Research psychologist Jeffrey L. Magee surveyed over 500 firms to assess the impact of dress in the workplace. His studies led to the conclusion that continually relaxed dress ultimately leads to relaxed manners, relaxed morals, and relaxed productivity.

Your appearance is influential to others as well, not just yourself. It’s important to portray a good image to coworkers and clients. Being in the workplace often entails meeting new people, interacting with coworkers, and communicating with managers.

At Anna Nylander, we are convinced that all people have a way of expressing themselves, and finding that way aligned with their way of being is the key to success. What you wear impacts you affect others and can influence an entire company’s reputation.