Then and Now - John Zylstra

Each fortnight Ragtrader touches base with a brand previously profiled in the magazine to see how it has evolved in the intervening years. This week Tracey McEldowney spoke with Skye Group joint managing director Skye Group John Zylstra.

COMPANY Skye Group
JOINT MANAGING DIRECTOR John Zylstra

What were the key issues or challenges for your company five years ago? And now?
Less independent stores, more dominance of major retailers. Major focus on branded product.

What was the range like five years ago? What is it like now?
We now focus on smaller/tighter ranges with more regular deliveries of new product. We have adopted a fast fashion model to constantly change product mix to include best sellers.

How many stores/wholesale accounts did you have five years ago? How many do you have now?
Thirteen hundred doors five years ago, 1000 doors today with larger turnover.

What was the retail climate like for your business five years ago? How has it changed?
No change in retail climate but a change in distribution channels to sell product (majors).

What was your approach to marketing and promotions five years ago? What is it now?
Now we are using main stream media including outdoor and print with focus on building brand recognition.

What was your approach to staff training five years ago? How has it changed?
We have always focused on improving skills and staff retention of our star performers.

How many staff did you employ five years ago? Now?
One hundred five years ago, 70 now.

What was your approach to retail technology five years ago? What is it now?
Then and now we run SVI for retail.

What was your greatest moment/most significant development in the past five years?
Our branded business has improved in the last five years.

What has been the worst experience of the past five years?
Every day you learn something new. We try to make more of the right choices to bury some of the not so right choices.

By Tracey McEldowney