Boots on the ground

2020-06-16
A chat with our store manager Fanny Nordqvist on Berwick Street in London about the vibrant city, sustainability and disco music.
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A chat with our store manager Fanny Nordqvist on Berwick Street in London about the vibrant city, sustainability and disco music.

39 Berwick Street in London is not only known for being on the cover of Oasis’ second album “(What’s the story) Morning Glory?” – it’s also our first retail location abroad. When opening up in April 2018, store manager Fanny Nordqvist was put in charge of presenting A Day’s March to the always busy Soho. The store has since been well received by locals as well as tourists, due to hard work by the team on the ground.

Growing up in Stockholm and moving to London in 2017, Fanny has always been into fashion. “To me, fashion has been a way to express myself. I started working with it early on and have been doing so for many years now, within different brands and positions. A lot of brands are more environmentally conscious today, keeping me very fond of the industry” she says. Being interested in sustainability, it was important when taking the job that her values were aligned with A Day’s March’s. “I value being able to work with garments designed to last. That creates long-term relationships with customers, which is a lot more inspiring to me.”.

“It’s important to me that we create a comfortable atmosphere in the shop. We want our customers to feel okay about asking us lots of questions and trying on different items, it makes it easier for us to help them find something that works for them.”

How come you ended up in London?
– I was in need of a change, and London was always an option for me. I love how vibrant, diverse and creative it is here. People are not afraid to be different and that is what I think is so inspiring with this city. It encourages you to think outside the box and do things 100% your own way.

What’s your recipe for a good store experience?
– Playing classic disco hits by the end of the day, it always works to loosen up a Londoner after a long day at work! And in all seriousness, sometimes people just need to feel comfortable enough to unwind and just try some clothes on, which can be surprisingly hard for some. It’s important to me that we create a comfortable atmosphere in the shop. We want our customers to feel okay about asking us lots of questions and trying on different items, it makes it easier for us to help them find something that works for them.

So disco music and a good cup of tea.
– Exactly! And the best thing of all, when everyone feels comfortable in the environment of the store, we get all this valuable feedback which obviously makes us better. I think that’s one of the most important things with having physical stores. We get to be a destination in the busy life of our customers, and hopefully some customers trust the store enough to sort them out with good clothing, so they can care about the more important things in life.

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Women - Fall/Winter 2020

Shot in Stockholm during early fall 2020.