#77 From Dirty Secret to Global Phenomenon: The Rise of Pre-Loved Fashion | Antonia Johnstone | SOTT

Pre-loved fashion used to be a shameful secret you didn’t want your friends to know about. Now, it’s a global business which is showing no signs of stopping. As the owner of a pre-loved marketplace business, how do you navigate the delicate balance between sustainability and profitability? If you’re interested in what it takes to run a pre-loved fashion business, then this episode might be just for you. Timestamps: 00:00 - Trailer and Introduction 04:31 - Antonia's Journey into Sustainable Luxury 06:04 - Acquiring Sign of the Times and Merging Businesses 08:07 - How to Outshine your Competitors 10:28 - How to Balance Profitability and Sustainability 10:35 - Strategies for Educating Customers on Sustainable Choices 12:05 - How the Perception of Resale Products has Changed 13:39 - Behind the Scenes: How do you Ensure Authenticity of your Products? 15:22 - What are the Fashion Items that get Bought the Most? 17:01 - Does the Value of Luxury Handbags Increase over Time 17:59 - Handbag Trends: Tips and Tricks 18:56 - What Fashion Items Stand the Test of Time? 19:38 - Top Tips for Shopping Pre-Owned Fashion Items 22:17 - Why did you Want to Start a Business in the Pre-Loved Market? 23:05 - Starting a Business was Easier than Going for a Job Interview 24:47 - Making Mistakes and Growing from Failure 25:57 - Factoring Failure into your Business 27:26 - The Game-Changing Impact of Social Media 28:41 - Embracing the Unpredictable 30:53 - Antonia’s Perspective on Leadership 31:18 - Not Seeing Yourself as a Leader 33:11 - Business Tips: How to Build a Good Business 43:50 - The Importance of Reflection and Disconnecting 49:46 - Challenges Faced as a Founder: Covid and Fundraising Meet this week’s guest, Antonia Johnstone, the Founder and CEO of Sign of the Times (SOTT) - a luxury pre-owned marketplace pioneering the authentication and valuation of designer goods. In 1976, Sign of the Times began as a store for selling celebrities' clothes. Antonia, a devoted fan, joined the store in 2008. Inspired to democratise luxury fashion and reduce over-consumption in the fashion industry, she founded her own store, Timpany's, in 2009. In 2019, Antonia acquired SOTT, transforming it into what it is today.

Antonia Johnstone: LinkedIn: linkedin.com/in/antonia-johnstone-b6759b72 Instagram: https://www.instagram.com/sign_ofthetimes/ Website: https://www.wearesott.com/ Maria Hvorostovsky: LinkedIn: https://www.linkedin.com/in/mariahvo/ Instagram: https://www.instagram.com/mariahvo/ TikTok: https://www.tiktok.com/@maria_hvo X: https://twitter.com/mhvorostovsky HVO Search: https://www.hvosearch.com/ Podcast filmed, edited and produced by: https://www.londonbeautyphotographer.com Need help HIRING – https://www.hvosearch.com/

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