Angelic Vendette: A Professional in Marketing and Brand Strategy

Written by Shira Malitz

Angelic Vendette is a marketing and brand-strategy executive with over 20 years of experience in luxury retail, fashion and digital innovation. Angelic has held senior roles at major companies including Farfetch, Sephora (LVMH) and Holt Renfrew. She is highly recognized in her field, titled by Vogue as one of “100 Innovators," and by Forbes as one of the “Most entrepreneurial CMOs.” Below are some of her most notable skills in the marketing industry.  

The Concept of Brand DNA

Throughout her career, Angelic has been a part of many collaborations that have shaped her into the influential leader she is today. Curious as to how she initiated those collaborations, I asked her about the process of beginning a collaboration with a brand, and how she makes her marketing strategies stand out. Angelic starts with understanding brand DNA, the core essence of any brand. It includes a brand’s purpose, values, vision and personality which is the key to unlock a customer's loyalty to your brand. Then, she researches the brand’s audience. Understanding their primary audience is crucial in creating an effective marketing campaign that keeps people coming back. 

The Customer is The Priority

Angelic’s motto is that everything revolves around the customer which reflects her genuine persona. Angelic aims to grasp the brand’s goals in order to develop a cohesive strategy that aligns with their values and purpose. She focuses on curating marketing strategies that are “authentic, relevant and purpose-driven.” For her, authenticity is essential because being honest to your customers creates a comfortable and communicative relationship, making your brand more reliable. Angelic separates herself by utilizing emotion, which builds a deeper connection with customers, creating loyalty to a brand and showing customers that you care for them. 

The Power of Storytelling and Experiential Marketing

She also uses storytelling to create a sense of relatability, which many consumers admire in a brand, making them feel seen and valued. Another way to make customers feel seen is through experiential marketing. Angelic believes it is vital to market “in ways that resonate with tentpole and cultural moments.” Experiential marketing is a great way for brands to expand the way their target demographic can relate to a brand and their product, through shared experiences and community building.

Consistency With Customers

Collaboration doesn’t end; ongoing engagement is necessary after a brand event or collaboration, specifically “through personalized experiences” and “community-building.” Consistent engagement with clients via CRM or social media platforms are vital to maintain the customer relationship and attention.

Enhancing Content Through Influencers and Social Media 

Of course, content is key. Considering this generation's priorities, having a technological platform is a major way to gain a mass amount of advocates for your brand. Another aspect of content includes influencers. The trend of influencers has risen drastically in the past year. Many people are taking advantage of their social media platform to spread awareness and also promote brands they love. Collaborating with an influencer over social media is a necessary way to reach a larger audience because you are grabbing the attention of theirs as well as your own. Angelic is also a big fan of the benefits of user-generated-content (UGC)—reviews and social media posts provided by unpaid customers, not influencers or brand ambassadors. This can also work to enhance a customer's trust in your brand due to the fact that non-famous people are promoting the brand. ​The rise of influencers signaled a big change in the industry. This industry did not always rely on influencers, but now they are a vital way for a brand to reach mass amounts of customers. Angelic’s first leadership role in the fashion industry was at Sephora. Her role was both “exciting and challenging” in such a fast paced environment. Sephora grew to become extremely popular, especially within the world of social, UGC and influencers. This was a change in the industry that Angelic had to adjust to.

Importance of Feedback

Although subjective, customer feedback is a fantastic way to continue altering your brand to fit a customer's needs. Feedback helps engage customers by building a sense of ethical responsibility and trust, which leads to credibility. Once customers trust your brand, they will recommend it to a wide range of people, establishing your brand as responsible and reliable. 

There is No Efficiency Without Communication

It is important to note the subject of communication. Clear communication is essential in such a hectic industry and it enhances teamwork and allows for strategic organization. When it comes to teamwork, Angelic notably places value on “empowering people around a shared goal.” Empowering those around you creates a sense of motivation in the workforce. This enforces a positive environment filled with determination and leadership. Overall, this role shaped her leadership style which she calls “collaborative, transparent and focused on nurturing talent.” Working at Sephora was a very rewarding brand experience for Angelic, where they combined luxury, community and innovation.

Being Your Own Creative

When it comes to fashion, everyone has a different vision. The industry is filled with creatives, where people find it difficult to find a sense of originality in such a broad industry with niche components. Angelic hones in on the value of authenticity. Being authentic creates a comfortable, safe environment for her clients. The trait of being genuine and empathetic are traits that Angelic also carries within her work. Being genuine and empathetic differentiates a brand from competitors. Empathetic marketing allows brands to understand and address their customers on a human level. Angelic thinks of customer loyalty as something one can earn throughout approachability and kindness. She believes being approachable is what creates a welcoming and trusting environment. In the field of marketing, Angelic brings her knowledge and adds her own spark to it. She brings boldness to a brand’s image. Her unique perspective is innovation, a process that introduces new methods that lead to larger outcomes. Innovation is important in marketing because it helps brands stand out in a sea of similar products. Innovation also helps in enlarging your customer segmentation and improving their experiences. Angelic uses the idea of  “test & learn,” showing that she aims to experiment and take her marketing skills to a unique level. Angelic’s career demonstrates how innovation, authenticity and empathy can transform the broad industry of marketing and fashion into something personalized for each consumer.

Edited by Safa Razvi