You Need A Bit Of Fear To Drive A Business
Cosmopolitan UK|June 2017

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

Jennifer Savin
You Need A Bit Of Fear To Drive A Business

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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Diese Geschichte stammt aus der June 2017-Ausgabe von Cosmopolitan UK.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

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