How colourful stripes (and rubber chickens) helped Paul Smith conquer the fashion world
British fashion designer Sir Paul Smith discusses his long-standing success in the Japanese market and his unique approach to business. He attributes his professional longevity to humor, good manners, and maintaining a personal connection with his fans.
Why it matters
It highlights the importance of cultural adaptability and personal branding in building a successful global business empire.
Image source, Getty Images Image caption, Sir Paul Smith is famous for his signature stripes and colourful designs
Sir Paul Smith, the doyen of British fashion, is flailing around in his office with two large rubber chickens and making them squeak them with gusto.
"The chickens are the reason I was successful in Japan," he explains.
"I've been working in Japan since 1982. And when I first went there, there was one person who spoke schoolboy English. So, it was very much about communicating through gesture, drawings, but also humour."
"So, if I was a bit tired at four o'clock in the afternoon, I used to just go into my bag and go..."
"And then everybody collapsed with laughter."
It certainly did the trick. Almost 45 years, later there are more than 20 Paul Smith stores in Japan, part of a global empire spanning 50 countries.
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