UK: COMING UP FAST - SHAMI AHMED - JOE BLOGGS CLOTHING.

UK: COMING UP FAST - SHAMI AHMED - JOE BLOGGS CLOTHING. - DECISIONS

by ANDREW SAUNDERS.
Last Updated: 31 Aug 2010

DECISIONS

MY BEST ... 'Putting my own brand together, definitely. I did it because street fashion was becoming staid and boring, and I knew that young people wanted something different.

I was only 24 at the time. I didn't do any market research.

I just went for it. Joe Bloggs was born out of that gut instinct.

I couldn't have done it from a standing start, though. I had been working for my father for 12 years, buying and selling existing brands, and without the contacts I made in the wholesale business then, I would never have been able to secure distribution for the Joe Bloggs range.'

MY WORST ...

'I went on a trip to the Middle East when I was still working for my father's business. I was only 15 but Dad was very keen for me to do the trip alone. I met clothing suppliers in the region to negotiate prices, buy stock, etc. I wasn't nervous about the responsibility but I do remember making a lot of mistakes.

I did bad deals and the stock I bought was no good. It wouldn't sell in the shops we were supplying at home. That trip ended up costing the business a lot of money but, in some ways, it was the best education I could have had. I have never made the same mistakes again.'.

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