Industry Masterclass with Ann Summers: Marketing & Communications

At the Fashion Retail Academy, we pride ourselves on offering real-world industry exposure through partnerships with over 250 brands. Recently, our BA (Hons) Marketing & Communications for Fashion students experienced this first-hand in an exclusive masterclass with the talent acquisition and marketing team at Ann Summers.

About Ann Summers

Founded in 1972, Ann Summers has always championed women needs. The brand is known for bold innovation and iconic partnerships with names like Calvin Klein, Lemonade Dolls, Kat the Label and World Lovers. In recent years, the brand revived the 90s brand Knickerbox.

The late Ann Summers' visionary CEO, Jacqueline Gold, transformed the retail space, not only for Ann Summers but for women in business. She fought for women's rights, advocated for boardroom equality and left a legacy built on empowerment and progress.  

learning from industry experts

Students had the opportunity to hear directly from Lauren Simmons, Talent and Engagement Leader, and Alex, Brand Marketing & Communications Manager for both Ann Summers and Knickerbox. 

Lauren has been with the company for over 8 years. She started in retail recruitment, moved into virtual merchandising, and later shifted her focus to talent development after becoming a mother, showing how varied and flexible careers in fashion can be.

Alex took a different path, beginning with a degree in journalism before finding a passion for marketing. Her transferable skills in communication, storytelling and copywriting, helped her land roles at Victoria's Secret and Next, before joining Ann Summers. Their journeys showed the variety of routes into the fashion industry, inspiring students to embrace their own career paths.

What Was Covered In tHe Masterclass?

The session gave students practical insight into:

• The message behind Knickerbox
• How to drive brand awareness
• The measures of success

Students were highly engaged, asking thoughtful questions like, "how would you recommend pivoting into a new role within a business?". This led to meaningful conservations around career growth and provided insight into recruitment from an industry point of view. After the session, students were gifted a 30% discount voucher and their own Ann Summers perfume.

Behind the Scenes: Challenges Faced by Ann Summers

Ann Summers has faced multiple challenges with marketing on social media platforms. To adapt, the brand decided to separate Ann Summers and Knickerbox. This strategic decision was made to help stabilise revenue and navigate platform restrictions, highlighting the brand's resilience in an ever-changing digital landscape. 

Key Takeaways

Lauren shared practical tips for students looking to stand out in a competitive industry:

• Post on LinkedIn as frequently as Instagram: A strong LinkedIn presence can boost visibility and open doors. Update your profile regularly to increase your chances of being spotted by future employers.
• Develop your skills: Even if you don't have experience yet, focus on the skills that set you apart. Communication, creativity, and adaptability are especially valuable when starting out. 

About BA (Hons) MArketing & Communications for Fashion

Our accelerated, two-year BA (Hons) Marketing & Communications for Fashion degree is perfect for students aged 18+ looking to start a career in fashion marketing. The course covers essential topics like web design, social media, digital creative skills and consumer insights, all tailored to the fashion industry.