We recently connected with Kelsey Yoor and have shared our conversation below.
Kelsey, appreciate you joining us today. Let’s talk about innovation. What’s the most innovative thing you’ve done in your career?
The retail landscape is ever-evolving, which makes things both fun and challenging! Brands have to really carve out a distinct niche for themselves – there’s no such thing as a successful generalist anymore – and bring something fresh to their audience, and meet that audience where they already live.
I’ve been working with a fashion brand that is heavily influenced by tech, gaming and anime, and so we are building out just hyper-specific customer avatars – and launching digitally first, with a physical component to come later. All our current work is going into creating interesting characters and an immersive online world and positioning the brand as a lifestyle rather than a product. Then, once people are latched onto the narrative of the brand, we will roll out a real-world line of clothing to match the aesthetic of their favorite online characters and worlds.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’ve always been a writer at heart and so it was a natural career course for me to take, writing for a living. As a kid who grew up watching Project Runway, I was lucky that, early on, I became a part of an industry I really cared about; fashion retail. From there, it was just a matter of building out my portfolio.
Now I get to do not just what I’m good at but what I have fun doing: branding, creating avatars and brand narratives – and writing!
My clients are typically looking to grow their brands in the retail or lifestyle sphere and I come in to breathe in new life and keep their content fresh. I’m a storyteller who connects with all kinds of audiences and fosters customer relationships with brands.
What’s been the best source of new clients for you?
It’s an old adage but it’s true – it all comes down to networking. I took on a number of different projects when I was starting out and it was through those jobs and relationships that I would get recommended to other jobs and grow my network. It truly is who you know and how you maintain those relationships.
What do you think helped you build your reputation within your market?
I think it comes down to the actual proof – when projects I’ve worked on are seen organically. It’s not necessarily about working with big brands but when something I’ve worked on is recognized, it really puts that proof in the pudding. Did you see one of my social ads? Have you gotten an email I’ve worked on? Or maybe you recognize my name from CBR? Almost all attention is good attention because it builds my social proof.
Contact Info:
- Website: https://www.eratocreative.com/
- Instagram: https://www.instagram.com/itskelseyytime
- Linkedin: https://www.linkedin.com/in/kelsey-yoor/
- Twitter: https://twitter.com/itskelseyytime
- Other: https://www.cbr.com/author/kelsey-yoor/
Image Credits
DIFF Eyewear