#77 From Dirty Secret to Global Phenomenon: The Rise of Pre-Loved Fashion | Antonia Johnstone | SOTT

Pre-loved fashion used to be a shameful secret you didn’t want your friends to know about. Now, it’s a global business which is showing no signs of stopping.

As the owner of a pre-loved marketplace business, how do you navigate the delicate balance between sustainability and profitability?

If you’re interested in what it takes to run a pre-loved fashion business, then this episode might be just for you.

Timestamps:
00:00 - Trailer and Introduction
04:31 - Antonia's Journey into Sustainable Luxury
06:04 - Acquiring Sign of the Times and Merging Businesses
08:07 - How to Outshine your Competitors
10:28 - How to Balance Profitability and Sustainability
10:35 - Strategies for Educating Customers on Sustainable Choices
12:05 - How the Perception of Resale Products has Changed
13:39 - Behind the Scenes: How do you Ensure Authenticity of your Products?
15:22 - What are the Fashion Items that get Bought the Most?
17:01 - Does the Value of Luxury Handbags Increase over Time
17:59 - Handbag Trends: Tips and Tricks
18:56 - What Fashion Items Stand the Test of Time?
19:38 - Top Tips for Shopping Pre-Owned Fashion Items
22:17 - Why did you Want to Start a Business in the Pre-Loved Market?
23:05 - Starting a Business was Easier than Going for a Job Interview
24:47 - Making Mistakes and Growing from Failure
25:57 - Factoring Failure into your Business
27:26 - The Game-Changing Impact of Social Media
28:41 - Embracing the Unpredictable
30:53 - Antonia’s Perspective on Leadership
31:18 - Not Seeing Yourself as a Leader
33:11 - Business Tips: How to Build a Good Business
43:50 - The Importance of Reflection and Disconnecting
49:46 - Challenges Faced as a Founder: Covid and Fundraising

Meet this week’s guest, Antonia Johnstone, the Founder and CEO of Sign of the Times (SOTT) - a luxury pre-owned marketplace pioneering the authentication and valuation of designer goods.

In 1976, Sign of the Times began as a store for selling celebrities' clothes. Antonia, a devoted fan, joined the store in 2008. Inspired to democratise luxury fashion and reduce over-consumption in the fashion industry, she founded her own store, Timpany's, in 2009. In 2019, Antonia acquired SOTT, transforming it into what it is today.

Antonia Johnstone:
LinkedIn: linkedin.com/in/antonia-johnstone-b6759b72
Instagram: https://www.instagram.com/sign_ofthetimes/
Website: https://www.wearesott.com/

Maria Hvorostovsky:
LinkedIn: https://www.linkedin.com/in/mariahvo/
Instagram: https://www.instagram.com/mariahvo/
TikTok: https://www.tiktok.com/@maria_hvo
X: https://twitter.com/mhvorostovsky
HVO Search: https://www.hvosearch.com/

Podcast filmed, edited and produced by:
https://www.londonbeautyphotographer.com

Need help HIRING – https://www.hvosearch.com/

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