In an industry driven by overproduction and the subsequent impact on both people and planet, Fred Perry believes in making clothes that last. It’s a principle the brand has stood by for 70 years, balancing heritage with a responsibility to change and innovate. The brand’s starting point is always thoughtful design.
I worked with the Fred Perry team to deliver a sustainability communications strategy, first internally, and then to customers.
“When we discussed engaging an external specialist to help us to build our sustainability communication strategy, I immediately thought of Ana. She brings a wealth of experience, not only from her work within the world of sustainability, but also from her work brand side. I was fortunate enough to work with Ana at another brand, so got to experience her brilliance there.
For our project at Fred Perry, Ana was quick to get under the skin of the brand, to establish what we are doing well and, in some cases, not so well. She cut through the noise working with key stakeholders in the business to give us clarity and direction, and ultimately the confidence that we were at times lacking.
Ana helped to shape our tone of voice, working with us to deliver our plans in a compelling way, most memorably at our global brand conference in 2023. The feedback following the conference was consistent, it was rated the best presentation at the event. Since then, Ana helped us to take this work and use it to shape our customer facing communication strategy.
Working with Ana is always such a fantastic experience. She brings energy, clarity, and direction to every project. She’s great fun to work with, and she’s kind - which is a wonderful quality.”
Matthew Moore, Head of Brand, Fred Perry