Conversations with Changemakers…. Erica Vilkauls

Conversations with Changemakers…. Erica Vilkauls

Harveen Gill interviews….

My short monthly interview sessions focus on an individual who is known to me, has a connection to retail and whom I personally admire. In April I am delighted to shine the spotlight on Erica Vilkauls. 

We racked our brains to clarify how and where we initially met and decided that it was probably around 2003, when Erica was championing change management within merchandising at John Lewis. We have remained close industry colleagues in the intervening almost 20 years and ran a series of career advisory webinars for the retail community in 2020.    

Introduction.

I have essentially worked for my own Consultancy for over 20 years, helping retailers and brands grow. My last full time role was as CEO of LK Bennett, prior to that I was CEO of East, and as COO at Thomas Pink previously. I have worked at LK Bennett twice, and post leaving the first time, I set up my own Consultancy.  This has led to my acquiring 6 month project interim roles – and on most occasions I was asked to remain in post.  

Consultancy is not for everybody, you are working on your own, it can be lonely and you sometimes are viewed with suspicion when you initially enter a business. However, I love the fact that my role is forever changing, the challenges and opportunities are varied and dynamic. I very much enjoy developing and implementing a turnaround strategy and identifying and rectifying issues. I love getting to the hub of a problem and working with internal teams to solve. I see myself as a problem solver. 

I am lucky - my work has enabled me to meet many individuals in our sector and many have become life long friends. 

How did your retailing career begin? 

Retail was of huge interest to me, whilst I was at school. I was sent to a very academic school but quickly realised that I wanted to be involved in fashion. I joined the Management Programme at Dickins & Jones – a high quality department store. It’s flagship store was on Regent Street, London. This allowed me to spend time on all departments, whilst attending a course at the Collage of Distributive Trades, 1 day a week.  

I loved the interaction with customers, solving problems and finding merchandise that customers loved. This allowed me to “go home, happy!”. I enjoyed buying, which led me to take a position as an “Allocator” at the Burton Group at the age of 21.  (The precursor to Arcadia).           

Who has been important to you in your career?

I have worked with a number of inspiring figures. Firstly Linda Bennet – Linda was the creative force behind her brand, however she had all the numbers in her head and could conduct a financial forensic analysis very quickly – no wonder I worked for Linda twice! Secondly, I also have a huge respect for Penny Oliver, the Founder of East. Linda and Penny are very different, however they are pioneering females, passionate about their great ideas and of course as women, found it difficult to access funding. They both wanted to solve problems for customers in offering their product and instilled their passion, throughout their teams.      

Can you pinpoint the most significant steps in your career?

I spent 11 years at The Burton Group, and this rigorous training ground made me more competitive that I thought I was. I enjoyed my “corporate” career, however I was ready to work with Linda Bennett and Penny Oliver. It is not always easy to work with Founders, they have to trust you, but their passion makes the job far more personal.  

How do you think our industry will change given the global pandemic?

We do of course have a pent up demand, non essential stores opened this month and customers are shopping in numbers. This reinforces the “social experience” that we are all missing.  We see areas such as Technology, Home and Garden benefiting as we work from home and want to create more comfort. 

Online growth has of course ballooned, but we know that making a profit online is not always easy, businesses require a robust data analysis.   

Selling online is not free!

Who do you admire and why?

I admire Entrepreneurs – they take an idea and make it happen”. They often make great sacrifices, bankroll their own ventures and never give up!   

I admire those who work within sustainability and are passionate about making us less wasteful.  

The list is long, but I have unbound admiration for the Leaders and teams that have developed the Covid – 19 vaccinations – I am sure we will hear more about these effort in years to come.   

What advice would you offer to an individual wanting to secure a retail career?

Don’t give up, 

Don’t give up on retail, there are many challenges but also opportunities. There are a number of online courses – and often free. Be flexible - if you want to carve a career in 1 function, try and gain a variety of skills and build up a holistic view. Think about upskilling and reskilling – what new skills are in demand – where is the appetite? Approach retailers and brands that you admire, share your passion with them, explain why you would love to work for them. Network, network, network, do not wait for the phone to ring. Share your own networks, People do not mind being asked. There is willingness to help.  

Share a Secret.

At Dickins & Jones, I met Bob Marley, he was my hero. I followed him out of the store, approached him and persuaded him to have a coffee with me!

I also have an “O” Level in the Welsh Langugae and can pronounce the longest Welsh town name - Llanfairpwll-gwyngyllgogerychwyrndrobwllllantysiliogogogoch! 

Harveen Gill

MD, HGA Group