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AFC Members Shaping the Future of Fashion Technology | Flaunter

We caught up with Gaby Howard, the founder and CEO of Flaunter to hear a bit about where she sees the industry changing and how Flaunter is constantly adapting and challenging the status quo to offer the best service she can to the industry.

by The AFC

5 April 2019

AFC MEMBER SPOTLIGHT

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MEET | FLAUNTER

Gaby Howard, Founder & CEO

We caught up with Gaby Howard, the founder and CEO of Flaunter to hear a bit about where she sees the industry changing and how Flaunter is constantly adapting and challenging the status quo to offer the best service she can to the industry.

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TELL US ABOUT YOUR JOURNEY TO STARTING FLAUNTER…

Before Flaunter I spent 15 years working in the communications industry with leading brands in the fashion, lifestyle, entertainment and not-for-profit sectors. My first ever PR role followed an internship at MFPR. I worked there for over five years. Maria taught me so much about PR - lessons and experiences I still think about every day.

In 2009 I moved from lifestyle PR into the world of not-for-profit and helped launch one of Australia’s most successful online fundraising initiatives. The Wall of Hands Indigenous literacy campaign was recognised with a United Nations Media Peace Award in 2010, in collaboration with The Sydney Morning Herald.

Looking back, working at a fast-growing charity - smart people with big hearts, a huge vision, extremely limited financial resources but abundant creativity and energy - was exactly like working at a startup. It was the perfect springboard.

Flaunter was launched in 2015. There are now almost 15 of us that make the business tick. From marketing, sales, engineering, UX, design, comms, data science… it’s amazing to see how far things have come. Working with an incredible team, on a product I am 100% invested in is hands-down the best part.


Gaby Howard, Founder & CEO of Flaunter

Gaby Howard, Founder & CEO of Flaunter

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WHAT IS IT THAT FLAUNTER EXCELS IN?

Because the team is so diverse, so are the skill sets. But at its core, Flaunter excels at product innovation, communications, data, audience, PR and streamlining workflows.

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WHAT BRANDS AND BUSINESSES ARE YOU CURRENTLY WORKING WITH?

The current count of brands available on Flaunter is 337. We work with fashion, beauty and interiors brands, and PR agencies. We’ll soon welcome some new categories too, which is really exciting.


a snapshot of the Flaunter platform

a snapshot of the Flaunter platform

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WHAT DO YOU FEEL ARE SOME OF THE GREATEST CHALLENGES THE FASHION INDUSTRY IS FACING FROM A TECHNOLOGY AND INNOVATION STANDPOINT?

Flaunter sits very much in the middle of many different parts of the industry. For us one of the challenges is that EVERYTHING is changing. Nothing, on any level, feels 'certain' anymore. This is both an opportunity and a challenge, for everyone.

I think the greatest challenges when we talk about tech and innovation are: 1. People not adapting fast enough. There are still lots of businesses who aren't experimenting and learning fast enough. We HAVE to try new things, and if something doesn't work - at least you've learnt and it's time to move onto the next thing and 2. People not believing that they can be agents for change - because technology, or being 'technical', isn't their strength.

The next wave of innovation won't be led by engineers. The new disruptor skills will be creative thinking and problem-solving - they will be human-centric.


a snapshot of the Flaunter platform

a snapshot of the Flaunter platform

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WHAT IS FLAUNTER DOING TO ADDRESS THOSE CHALLENGES YOU SPOKE ABOUT?

We're flexible in how we approach problem solving, we talk to our customers and community constantly, we don't get 'stuck' in processes if they aren't working for us, we're open to testing and failing, and then trying all over again.

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WHAT’S NEXT FOR YOU AND THE BUSINESS?

In the short term - a platform relaunch, global customers and new categories. That should fill a calendar year... or two. The big vision? To entirely transform the way brands 'do' and measure PR.


a snapshot of the Flaunter platform

a snapshot of the Flaunter platform

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FROM YOUR INDUSTRY EXPERIENCE, WHAT ADVICE WOULD YOU GIVE TO OTHER BUSINESSES AND DESIGNERS IN AN INDUSTRY WHERE CONSTANT CHANGE IS INEVITABLE?

You just have to get comfortable operating in a constant state of flux. Change happens at such a rapid pace now - it's very much constant and inevitable. Build your business in a way that it can be agile and adaptable. Be open to changing how you do things. Be incredibly aware of the landscape - not just you competitor landscape but the major global trends. Test constantly and always challenge the status-quo.

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WANT TO KNOW MORE ?

Head over to the Flaunter website by clicking below.


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