After working for some of the biggest names in Australian fashion, Pip Edwards went on to co-found the globally acclaimed active meets street brand P.E Nation in March 2016.
She began her career in Risk Management at PriceWaterhouseCoopers before changing tact and moving into PR then design for Ksubi, followed by the role of Senior Creative and Accessories Designer at sass & bide and then Design Director for General Pants Co.
Pip’s strong design eye, creative vision and disruptive approach has seen the launch of her own brand quickly achieve worldwide recognition. Stocked in more than 100 boutiques and department stores as well as being seen on the likes of Olivia Palermo, Sofia Richie, Hailey Baldwin and the Kardashians, the rise of P.E Nation is only just beginning.
Pip’s innate understanding of the retail space as well as her ability to communicate and connect with her customers has seen the brand dominate the active and athleisure space both in Australia and abroad. Accolades within the brand’s first year include Finalists – Best Australian Emerging Designer at the Australian Fashion Laureate, finalists in the business category at the Cosmopolitan Fun Fearless Female Awards in 2016, as well as winning New Designer (Activewear) at Berlin’s PREMIUM Trade Show in 2017.
Why connecting with millenials is not as hard as you might think.
After working for some of the biggest names in Australian fashion, I have learnt a thing or two about how to talk to your relevant markets: something that we’re all desperately trying to achieve but never quite sure how to do it. When I started my own business, I realised I was responsible for the tone of voice as much as the way we interacted with our customers. Millenials make up a huge portion of our market, not just for P.E Nation but for global fashion. But in a saturated, busy market where they are being sold to from every corner of their world,I realised what millenials are looking for is what we’re all looking for – connection. I will take you through my experience with successfully connecting, engaging and building sustainable relationships with the millenial market and beyond.