With a huge social-media following, fashion blogger and entrepreneur Elle Ferguson knows that staying connected is crucial to her business success.
Blogging was new when you started out 10 years ago. How did you navigate it?
We’ve always listened to what people want. You need to set trends, be forward-thinking and react quickly. An important part of [Ferguson’s blog] They All Hate Us has always been speed to market – if we see a trend emerging overseas, we can add that item of clothing to our curated online store immediately.
Why did you decide to launch your own line of self-tanners?
I’ve been blogging for more than 10 years now and the time felt right for me to put my name to a product and a brand I believe in – and that is Elle Effect. Sun protection is hugely important to me so fake tan made sense. My focus now is to grow the range and make it the best on the market.
Why is it important to you to always be connected?
I’m joined at the hip to my laptop – it never leaves me. I always make sure that I answer emails or direct messages within 24 hours. It’s a policy I live and die by. I travel frequently so the success of my business relies on being able to work remotely.
How do you maintain a mobile office and stay productive when you travel?
When I’m overseas, my days are never predictable. With fan bases both in Australia and America, I work across two time zones. I always have my laptop with me so I can work from a coffee shop, on a shoot or – I hate to say it – in bed at my hotel. That’s the best thing about working remotely – your office is everywhere and anywhere.
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