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Exquisitely British - The British Entrepreneur Club for Luxury Brands
MEMBER INTERVIEWS > FASHION & BEAUTY Q&A
An Interview with...
Ben Slaven
Co-founder of Function18
By Clare Heighway - 23rd September 2014
We chat to Ben Slaven, the co-founder of golf clothing retail store Function18 about what's crucial in developing a successful British brand.
Tell us a bit about yourself.
My name is Ben Slaven and I am one of two founders of Function18.com. I am 34 and live in Blackburn, Lancashire, on the outskirts of the beautiful Ribble Valley. As the son of a Golf Professional, I am very competitive and enjoy trail running, cycling and golf. Golf has definitely taken a back seat since the arrival of my 15 month old daughter Freya. She’s a little bundle of joy and a constant source of entertainment.
Who is your ideal customer?
Someone who takes pride in their appearance and appreciates the finer things in life. We have a very loyal customer base, who all have a keen interest in the sport, and the brands we stock.
What has been your biggest challenge?
When we first launched one of the biggest challenges we faced was convincing some of the biggest golf brands that they should be featured on our website. We now stock collections from leading golf and high street brands including Galvin Green, Adidas Golf, Nike and Lyle & Scott. We are pleased to have great working relationships with these brands.
What has been your biggest highlight?
Creating something that people talk about in a positive way. Also, selling some golf products to an Indian prince put a big smile on my face! We have a large and very loyal customer base who appreciate our level of service and quality of our products - and they aren’t afraid to shout about it. It is always nice to read the online reviews placed by our customers.
Do you have any advice for others who are thinking of starting their own business?
Set aside a marketing budget and find a good graphic designer! Creating the right look and feel for your brand and website is essential, especially in a very competitive industry.
Social media is extremely important for any new business. It’s allows you to shout about your products, promote your brand and most importantly communicate with both existing and potential customers.
What does your "typical" work day look like?
I oversee most of the creative and technical work at Function18, pulling together content for email campaigns, creating and uploading website images, managing website development and design jobs, not to mention answering the phone to a barrage of marketing agencies. The most exciting work days are when I get to see the collections of the future, from brands like Nike, Under Armour, Peak Performance and Galvin Green that strive to push the golf clothing boundaries.
What do you think is important in developing a successful British brand?
Sticking to typical British values, using an honest brand voice, offering good value for money and doing things with distinctive style. We always strive to gain a better understanding of our customers and we aim to offer the best service, promotions and products in order to keep their custom.
Industry awareness is also very important. We are always analysing our competition but like to keep a handle on what the brands, manufacturers & golf professionals are talking about.
Do you have any favourite British brands?
Ted Baker, Rapha and John Lewis. they all offer high quality products, have a clear and unique brand message and offer great customer service, something we definitely try to mimic here at Function18.
What are your plans for the future?
We hope to steadily grow our operation, whilst investing back into the development of golf. We would like a prominent retail store and the opportunity to producing our own clothing collection.
For more information on Function 18 visit them at www.function18.com
Function 18 are also a Best of British member. Read more about them here.
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