Vanish launches 'The Rewear Edit' for London Fashion Week
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Ms Devonport managed luxury services at a large corporate company, and struggled to find work after being made redundant shortly before the pandemic. Now she has an LTK storefront and has seen over 15,000 retail sales as well as deals with major brands like Amazon.
Ms Devonport spoke to Express.co.uk about trying to find a job that matched her experience:
“I was offered a few interviews but nothing that wouldn’t mean starting at the bottom again, and unfortunately at 26, I wasn’t in a position financially to be fussy but equally knew that my experience was worth much more.”
Despite being a usually bright and happy person the prospects of being unemployed for the first time since she left school left her in a dark place.
“It was embarrassing and it put me into a very dark space mentally. I felt, really, like I had hit rock bottom, as around the same time as losing the job, my car was written off in an accident.
“Whilst I was still looking for a new role, I posted a photo of an outfit I styled and liked on Instagram one day in June 2020,” she commented.
This was the start of what turned out to be a very profitable venture for the young Brighton resident.
“The picture got the most likes on my page at the time – which was about 150 – I then thought wow there might be scope to this, so I carried on, I was reposted on some style pages, and the rest is history.
“From a young age I always loved fashion. I always wore Hollister and all of my friends, even still now, just raid my wardrobe 24/7. It’s the boutique of Yasmin.
“My first fashion job was with a high-street retailer but I just didn’t enjoy retail, as it was a bit too slow paced for me.
“I thought that if I was going to go into fashion as a career, I would like to focus on design or buying – it was definitely an avenue I wanted to explore but didn’t know how.
“I started posting old Zara items that I owned, I then realised that because they weren’t shoppable now, my new-found followers were probably getting frustrated. Eventually I moved on to pieces from Brands such as Revolve, PLT, Missguided, Abercrombie etc that helped me develop my style.”
Ms Devonport explained that her pathway to success began with not much at all, and she was able to capitalise on this as her unique selling point.
“The setup for my content was quite simple because of my budget, and it was all at my home due to lockdown constraints. I simply captured my outfits and styles in front of a floor length mirror lent against a chair in the living room, where the lighting was best, as it bounced off the mirror back to me.
“It’s real, relatable and shows off the outfits in their everyday context. Now that we’re out of lockdown I still use my home as my base for my channel content!”
Ms Devonport continued: “I wanted it to be accessible fashion, as much as we all love a designer bag and a gorgeous pair of Jimmy Choo’s, the climate at the time just didn’t allow for that in the market. I also wanted women of all shapes and sizes to be able to look and think yes, I would rock that too. However, equally I want to find investment pieces.”
Whilst all of this was happening, Ms Devonport was still acutely aware that she lacked the digital marketing knowledge to build her brand further.
“I didn’t know much at all about how to make it big on social media and expand my influence. I created that initial content at the beginning of lockdown and had great positive engagement from my followers who were inspired by my styles to purchase the clothes themselves.
“However, I didn’t know how to take this further and turn my hobby into something that could provide me with economic success, or a full-time career.”
Only once she found her management team, IGH Talent, did her entrepreneurial venture start to really take off.
“Shortly after, in around October they introduced me to LTK, the influencer commerce technology platform. For ages I knew girls were buying what I wore, but I had no way of tracking or monetising that – LTK provided me with access to the latest growth strategies and consulting, content ideas, technology, sales and competitive commission rates through their Creator platform.
“I could make my entire life shoppable to my followers in the LTK app, where I manage and own my own personal storefront featuring different style products and outfits. I then promote my LTK storefront across my different social media channels so my followers can shop my tried and tested outfits instantly.
“I am essentially their personal shopper without me or my followers having to leave our homes,” she commented.
“Although I never intentionally pushed traffic, I noticed that as my following grew rapidly, so did my earnings, naturally. I have always wanted to be an authentic Influencer and have turned down multiple ads as they didn’t relate to me or my audience. But, since joining LTK, I can link up with shops and brands that I would genuinely wear.
“In the past year, I’ve grown my followers from a couple of thousand to over 450,000, and have turned my hobby into a full-time career, it’s an unexpected career but I’m so grateful, as cliché as it sounds!”
Ms Devonports’ success has even managed to take her international.
“I travelled to Antigua last month and it was an amazing experience, I love the Caribbean. It was great to capture my outfits on location. You get the feel of the outfit when you wear it in a beautiful location rather than just one space.
“When you’re a creative you can visualise more and that helps when choosing clothes. However, for someone else, it’s harder to imagine when buying the outfit, just how it will look in places.”
And her dreams for her brand doesn’t stop with helping people find gorgeous and accessible fashion.
“I want to change the narrative that being an Influencer means just buying expensive handbags and eating in expensive restaurants. I want my platform to be genuine, obtainable and I never want someone to look at me and think, I want her life.
“I want women to look at me and feel empowered! I think look to the future there are a few goals of mine personally however I think for me it’s about my career right now. I have a few brands that have always been on my dream list.
“I have so many ideas! Who knows what my future will hold, the world is changing but at least we can wear our Jimmy Choo’s and look fabulous whilst it is,” she concluded.
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