Annie Taube, CMO - LoveShackFancy

 May 29, 2024

Annie Taube, CMO LoveShackFancy 

1.        Childhood & School

·      Growing up in Chicago, Annie had an idyllic childhood and always had a love for fashion, influenced by icons like John Hughes movies from the 80s.

·      As a child she dreamed of being a veterinarian, but had a persisting love for the creative arts and fashion.  She entered college as a physics major, but eventuall made the switch to Psychology.

·      Advice for all students: Study and major in whatever subject you are interested in that will get you into the classroom.

2.        Early Career

·      Annie began her career working on events for the Marketing Team at Vogue Magazine

·      Through her strong and consistent work ethic and no-ego approach, she landed a significant role at Cole Haan as Fashion Director, where her innovative idea of implementing small Nike airbags in women's shoes gained substantial success.

·       She worked for brands such as Vogue and experienced different roles within the men and women's fashion industries, but later decided against continuing due to the hard balance between the work demands and family.

3.        Family & Career Balance

·      Taking a step back from full-time work, she found opportunities to consult part-time at Conde Nast, which allowed better work-life balance as she dealt with personal family matters, including her child's gender discovery journey during COVID.

·      Allowing room for grace and setting boundaries around work and family commitments allowed for a clarity and balance that provides more long-term fufillment.

4.        Importance of Network

·      The importance of strong female friendships that provided support and inspiration throughout her career and personal life. Having a network to reply upon that is representative of different phases of life is very rewarding.

5.        Transition to LoveShack Fancy

·      Transitioned to LoveShackFancy after being presented with the opportunity by a former intern. She emphasized the importance of timing, relationships, and maintaining a solid reputation.

6.        Key Considerations for Marketing Collaborations

·      At Loveshackfancy, Annie navigated the brand through various collaborations with brands like Gap, Kendra Scott, and Supergoop, leveraging its iconic style to reach diverse demographics.

·      In order to find a good collaborator ask: (1) Are they a good partner, (2) What is the specific product, (3) Who is the audience, (4) What is the messaging, and (5) What are the channels this will be communicated through?

·      A key question to ask when considering a collaboration is will it open up a new audience for your product/brand, or will it increase your relevancy to your current audience?

7.        Social Media and Modern Challenges

·      She emphasized the potential toxicity of social media while leveraging it prudently for her career. She also stressed the importance of family values and monitoring children's exposure to social media.

8.        Conclusion:

·      Annie’s Mantra: Reputation, Relationships & Timing.  Never underestimate any of these things

·      We loved hearing Annie’s insights into the fashion industry, balancing work and personal life, and the strategic importance of brand collaborations. Her discussion sharing her personal growth, ability to leverage relationships, and to adapt marketing and communications strategies to the changing world made for an enriching conversation!