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Roxie Nafousi: “Business professionals need to look beyond a spike in the bottom line”

The fashion and luxury business landscape is changing rapidly. We chatted to CEO and founder of styling business Rawan, Roxie Nafousi.

Having worked with some of the top fashion industry heavyweights, including Roland Mouret, Roxie knows a thing or two about getting people talking about your brand. Roxie told us how, and why, the industry is evolving and what businesses can do to stay ahead.

What are your tips for utilising social media as a business tool?

Social media is an imperative in business marketing. It is the temperature gauge of the market place, a swingometer of opinion. As such it needs time, resources and no small dose of creative input to operate effectively. Each platform, be it TwitterInstagram or even Snapchat, requires a considered and individual approach, rather than a broad brush of communication. However it is important that across all media, the fundamental objectives and ethos of an organisation remains a constant. Have fun with social media, but stay on message.

Roxie Nafousi

Our readers are top business professionals and CEOs – what advice do you have for them regarding the emergence of influencers and how to work with them effectively?

Connecting with key audiences through the platform of influencers is increasingly important. Companies who are the most successful in this respect and recognise the unique ability of influencers to not only drive the user towards a product or service, but to effect a change of behaviour and habit, harness opinion, start a conversation. Business professionals need to look beyond a spike in the bottom line and work with influencers who can help shape the hearts and minds of key customers. This will be much more beneficial in the long term. Look for knowledge and experience and practical ability, sure – but for the real magic, look for the passion and belief.

What are your plans for growing your business Rawan and how is this tieing in with your personal Roxie Nafousi ‘brand’ as an influencer?

I am constantly growing and developing my brand. This is partly through my own experiences and taking advice from those around me. I also listen carefully to, and learn from, other influencers. As wellness ambassador and a lifestyle writer, I am always staying abreast of current trends and trying out new things. Another way in which I am developing my brand is through my work with the Mental Health Foundation. I want to work towards eliminating the stigma around mental health and to reach out to those who may be struggling, especially young people. I want to help them to realise that they are not alone. There is help out there and many different ways of tackling mental health issues.

I am always mindful of the fact that social media can be a very useful business tool, allowing people to directly engage with their audience. However, when it comes to young people in particular, it can also cause issues and difficulties with self esteem and image. This is something that I am passionate about understanding. I hope help young people to navigate the tricky arena of social media in the digital age.

What are the biggest struggles influencers face in the business world?

It is not so much a struggle but the enduring purpose of influencers is to stay abreast of a fast moving world and up-to-date with cultural shifts and of the latest thinking and ideas. It is only from an informed position that influencers can gain any traction.

Enjoyed our interview with Roxie Nafousi? Check out our interview with Hugo Taylor below…

Hugo Taylor: “Luxury is not a price point, it’s a state of mind”