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Must be 0 to 5000",[],{"sys":"9479"},"78l66KSyyJsJx9WImik6jP","2023-09-20T12:18:13.441Z",{"sys":"9480"},{"sys":"9481"},"ERROR_BROCHURE_TYPE_REQUIRED","The Brochure type is required. int (0 to 3)",[],{"sys":"9482"},"2ydt6JhwDcivqNi1F9u3yf","2023-09-20T12:18:38.457Z",{"sys":"9483"},{"sys":"9484"},"ERROR_ACADEMIC_INST_REQUIRED","The Academic institution field is required.",[],{"sys":"9485"},"3qm2O47nBATX73ivGgYoTF","2023-09-20T12:19:05.144Z",{"sys":"9486"},{"sys":"9487"},"ERROR_CITY_MAX_LENGTH","The city value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9488"},"34knb5Yu3QM1UpGN3EC7sn","2023-09-20T12:19:27.801Z",{"sys":"9489"},{"sys":"9490"},"ERROR_COMMENTS_REQUIRED","The Comments, Notes are required.",[],{"sys":"9491"},"4J95oJXFYo3j8KJxxNOXB","2023-09-20T12:19:52.554Z",{"sys":"9492"},{"sys":"9493"},"ERROR_COMPANY_MAX_LENGTH","The company value exceeded the maximum of 50 characters allowed.",[],{"sys":"9494"},"6JePrdEqMxj66PCKoyhRVX","2023-09-20T12:20:18.034Z",{"sys":"9495"},{"sys":"9496"},"ERROR_COMPANY_REQUIRED","The Company field is required.",[],{"sys":"9497"},"1rc0WLhV6AZQZfNKi8I6Bb","2023-09-20T12:20:42.901Z",{"sys":"9498"},{"sys":"9499"},"ERROR_CV_FILE_REQUIRED","The CV documents file is required.",[],{"sys":"9500"},"44BVAs2HnSzmJ8K5228DCY","2023-09-20T12:26:09.470Z",{"sys":"9501"},{"sys":"9502"},"ERROR_EASCORE_OUT_OF_RANGE","The EA Score value is out of range. Must be 0 to 5000",[],{"sys":"9503"},"66LiWDiTBxawKb37aduKAr","2023-09-20T12:26:34.952Z",{"sys":"9504"},{"sys":"9505"},"ERROR_EMAIL_MAX_LENGTH","The email address exceeded the maximum of 100 characters allowed.",[],{"sys":"9506"},"3uK1K3jHbWWVKpGlJ9oAIY","2023-09-20T12:27:36.776Z",{"sys":"9507"},{"sys":"9508"},"ERROR_EMAIL_REQUIRED","The email address is required.",[],{"sys":"9509"},"4WhTCrofvoufFpsvafDGLx","2023-09-20T12:28:14.539Z",{"sys":"9510"},{"sys":"9511"},"ERROR_EVENT_CODE_REQUIRED","The event code is required.",[],{"sys":"9512"},"5zVd6rM9mMaYpk71C4SQfs","2023-09-20T12:28:36.890Z",{"sys":"9513"},{"sys":"9514"},"ERROR_EXPECTED_GRADE_REQUIRED","The expected grade is required.",[],{"sys":"9515"},"3gng7PFb5tsR2oBdy7gFuL","2023-09-20T12:29:04.391Z",{"sys":"9516"},{"sys":"9517"},"ERROR_FACEBOOK_MAX_LENGTH","The Facebook value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9518"},"45HHJsY86oils42rZwwN0m","2023-09-20T12:29:35.349Z",{"sys":"9519"},{"sys":"9520"},"ERROR_FIRST_NAME_MAX_LENGTH","The Firstname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9521"},"4avZnpXnlm5ay4OrIGt6cF","2023-09-20T12:30:03.911Z",{"sys":"9522"},{"sys":"9523"},"ERROR_FIRST_NAME_REQUIRED","The Firstname is required.",[],{"sys":"9524"},"43LOgBdMJBemdz8LqvfTQi","2023-09-20T12:30:29.861Z",{"sys":"9525"},{"sys":"9526"},"ERROR_FORM_PROGRAMME_CODE_REQUIRED","The form Proramme (Type) code is required to identify which programme applies.",[],{"sys":"9527"},"1Mm4nrQOZ2cVHwDBujxd6W","2023-09-20T12:30:54.275Z",{"sys":"9528"},{"sys":"9529"},"ERROR_FUNCTION_REQUIRED","The job function is required.",[],{"sys":"9530"},"2dD1anKvjptai8jKb3y6ST","2023-09-20T12:31:22.432Z",{"sys":"9531"},{"sys":"9532"},"ERROR_GMAT_SCORE_OUT_OF_RANGE","The GMAT score is out of range. Must be 0 to 5000",[],{"sys":"9533"},"4DEBeFo4fXDWRJPd0PZXUB","2023-09-20T12:31:59.929Z",{"sys":"9534"},{"sys":"9535"},"ERROR_HOME_COUNTRY_REQUIRED","The country of residence/home country is required.",[],{"sys":"9536"},"2BJSeris8dtH89hy8NwTja","2023-09-20T12:32:31.256Z",{"sys":"9537"},{"sys":"9538"},"ERROR_INDUSTRY_REQUIRED","The industry is required.",[],{"sys":"9539"},"3S7Po0QJ1DQPZx1RXDtqVs","2023-09-20T12:33:00.253Z",{"sys":"9540"},{"sys":"9541"},"ERROR_INVALID_BROAD_INDUSTRY","The broad industry does not exist.",[],{"sys":"9542"},"3YW3IowPAdxTIcxRF3kzx1","2023-09-20T12:33:59.445Z",{"sys":"9543"},{"sys":"9544"},"ERROR_INVALID_BROCHURE_TYPE","The brochure type does not exist. Must be 0 to 4",[],{"sys":"9545"},"79oEKBHE14jMtoMyDbWx6U","2023-09-20T12:34:27.730Z",{"sys":"9546"},{"sys":"9547"},"ERROR_INVALID_CAREER_ASPIRATIONS","The Career Aspiration does not exist.",[],{"sys":"9548"},"3FB4SSDKzHyXMnK6en3L6N","2023-09-20T12:35:00.158Z",{"sys":"9549"},{"sys":"9550"},"ERROR_INVALID_EMAIL_ADDRESS","Invalid email address format.",[],{"sys":"9551"},"5nbbEiwXmIrzJMYLocQrk8","2023-09-20T12:35:24.405Z",{"sys":"9552"},{"sys":"9553"},"ERROR_INVALID_FORM_PROGRAMME_CODE","The Programme (Type) code does not exist.",[],{"sys":"9554"},"3LoKWeCeTwF6j4r41XIZ9g","2023-09-20T12:35:49.453Z",{"sys":"9555"},{"sys":"9556"},"ERROR_INVALID_GENDER","The Gender does not exist.",[],{"sys":"9557"},"lIgFIygkUSqGAocfUhVve","2023-09-20T12:36:18.728Z",{"sys":"9558"},{"sys":"9559"},"ERROR_INVALID_HOME_COUNTRY","The country does not exist.",[],{"sys":"9560"},"1PeIQaSQhRl7runM25sPdJ","2023-09-20T12:38:05.682Z",{"sys":"9561"},{"sys":"9562"},"ERROR_INVALID_INDUSTRY","The industry does not exist.",[],{"sys":"9563"},"4aPYMgq7ysjfVZwiyccWXM","2023-09-20T12:39:44.235Z",{"sys":"9564"},{"sys":"9565"},"ERROR_INVALID_JOB_FUNCTION","The Job function does not exist.",[],{"sys":"9566"},"3fyLTfEPtjznYLseg261Rk","2023-09-20T12:40:13.922Z",{"sys":"9567"},{"sys":"9568"},[],{"sys":"9569"},"5TZkRPizRPHLJdK3jRZYgf","2023-09-20T12:41:02.051Z",{"sys":"9570"},{"sys":"9571"},"ERROR_INVALID_NATIONALITY","The nationality country name does not exist.",[],{"sys":"9572"},"6Ipt8pRzv2KdjvHYgjJJIj","2023-09-20T12:41:29.436Z",{"sys":"9573"},{"sys":"9574"},"ERROR_INVALID_PHONE_NUMBER","The format of the phone number is incorrect.",[],{"sys":"9575"},"7rta1rsXkJeKhnz88V0tzn","2023-09-20T12:42:45.476Z",{"sys":"9576"},{"sys":"9577"},[],{"sys":"9578"},"4moNPmBR4Cio9fy9ZqSTEs","2023-09-20T12:43:12.029Z",{"sys":"9579"},{"sys":"9580"},"ERROR_INVALID_PREFERRED_DATE_ID","The format of the preferred date id is incorrect. Should be Guid.",[],{"sys":"9581"},"7JGEqun84aUXh0AfGRYaAT","2023-09-20T12:43:46.385Z",{"sys":"9582"},{"sys":"9583"},"ERROR_INVALID_STUDY_FORMAT","The study format does not exist.",[],{"sys":"9584"},"3pCPa4IguVodvmimBtU8Pk","2023-09-20T12:44:08.726Z",{"sys":"9585"},{"sys":"9586"},"ERROR_INVALID_STUDY_LOCATION","The study location does not exist.",[],{"sys":"9587"},"3S4u3XK89H62BiHgt6TKa","2023-09-20T12:44:29.476Z",{"sys":"9588"},{"sys":"9589"},"ERROR_INVALID_TITLE","The title does not exist.",[],{"sys":"9590"},"4hF6U5DtoyiGoXN0ZoMyXP","2023-09-20T12:44:51.617Z",{"sys":"9591"},{"sys":"9592"},"ERROR_INVALID_YEAR_OF_STUDY","Must be a value from 0 to 100.",[],{"sys":"9593"},"5Gg07PL5hs0RmU7BJcJKQ6","2023-09-20T12:45:22.200Z",{"sys":"9594"},{"sys":"9595"},"ERROR_INVALID_WHAT_LED_YOU","The what led you does not exist.",[],{"sys":"9596"},"1v9GOno3DtZUAdi3bW9mB7","2023-09-20T12:45:44.301Z",{"sys":"9597"},{"sys":"9598"},"ERROR_IS_HR_PROFESSIONAL_REQUIRED","This is required. Set to true or false depending on the value selected on the form.",[],{"sys":"9599"},"7cfIyyFCLr6V4zlmsnxEJ9","2023-09-20T12:46:05.032Z",{"sys":"9600"},{"sys":"9601"},"ERROR_JOB_TITLE_REQUIRED","The Job title is required.",[],{"sys":"9602"},"34wRHrFyqaGhfexF1tavke","2023-09-20T12:46:26.668Z",{"sys":"9603"},{"sys":"9604"},[],{"sys":"9605"},"2CNc180G7lNO2SQ45ZCdB3","2023-09-20T12:46:47.132Z",{"sys":"9606"},{"sys":"9607"},"ERROR_LAST_NAME_MAX_LENGTH","The Lastname/Surname value exceeded the maximum of 30 characters allowed.",[],{"sys":"9608"},"79RaqyIadyGmlj3mVpPX1v","2023-09-20T12:47:11.944Z",{"sys":"9609"},{"sys":"9610"},"ERROR_LAST_NAME_REQUIRED","The Lastname/Surname is required.",[],{"sys":"9611"},"4KL74xdTqWEaNRPLW6ETxv","2023-09-20T12:47:40.153Z",{"sys":"9612"},{"sys":"9613"},"ERROR_LINKEDIN_URL_MAX_LENGTH","The LinkedIn Url value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9614"},"66nBIVg39yIigth8nMNudB","2023-09-20T12:48:02.043Z",{"sys":"9615"},{"sys":"9616"},"ERROR_MAX_LENGTH_1024","The Enquiry text maximum length of 1024 characters has been exceeded.",[],{"sys":"9617"},"QbctBNVhrqZLcy4c3knBr","2023-09-20T12:48:25.353Z",{"sys":"9618"},{"sys":"9619"},"ERROR_MAX_LENGTH_2000","The Comments text maximum length of 2000 characters has been exceeded.",[],{"sys":"9620"},"6DrDriG34YSVIKTN4Vm5NQ","2023-09-20T12:48:48.194Z",{"sys":"9621"},{"sys":"9622"},"ERROR_NATIONALITY_REQUIRED","The Nationality country name is required.",[],{"sys":"9623"},"6CMFWjneETZQAMgZwHUsyu","2023-09-20T12:49:15.703Z",{"sys":"9624"},{"sys":"9625"},"ERROR_OBJECTIVES_REQUIRED","The objectives is required.",[],{"sys":"9626"},"1uS8BaQxnTjrbfoJCmM0Pf","2023-09-20T12:50:07.828Z",{"sys":"9627"},{"sys":"9628"},"ERROR_PASSWORD_REQUIRED","The user profile password is required.",[],{"sys":"9629"},"1fXC7WfpL8TGPHX1sfvQeT","2023-09-20T12:50:32.450Z",{"sys":"9630"},{"sys":"9631"},"ERROR_PASSWORD_TOO_WEAK","The password the user entered is too weak.",[],{"sys":"9632"},"2GD5stEo4S1zKbjIoGz3FC","2023-09-20T12:58:00.857Z",{"sys":"9633"},{"sys":"9634"},"ERROR_PREFERRED_DATE_REQUIRED","The preferred date value is required.",[],{"sys":"9635"},"4r0NItjAuDbYTLrK7MUjdq","2023-09-20T12:58:28.320Z",{"sys":"9636"},{"sys":"9637"},"ERROR_PROGRAMMES_OF_INT_REQUIRED","At least one Programmes of Interest is required.",[],{"sys":"9638"},"4fGkP5U7D3yz0CPU5ftEhl","2023-09-20T12:58:58.766Z",{"sys":"9639"},{"sys":"9640"},"ERROR_QUANTITIVE_PERCENTILE_OUT_OF_RANGE","The Quantitive percentile is out of range. Must be 0 to 100",[],{"sys":"9641"},"5FnmXJwgT9aoCntG78fVJm","2023-09-20T12:59:20.861Z",{"sys":"9642"},{"sys":"9643"},"ERROR_QUANTITIVE_SCORE_OUT_OF_RANGE","The Quantitive score is out of range. Must be 0 to 5000",[],{"sys":"9644"},"6VngENU3zirpK539TaE7hm","2023-09-20T12:59:42.136Z",{"sys":"9645"},{"sys":"9646"},"ERROR_SKYPE_MAX_LENGTH","The Skype value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9647"},"3oT9EhhwbUcCX0ORya5LBy","2023-09-20T13:02:16.781Z",{"sys":"9648"},{"sys":"9649"},"ERROR_STATE_REQUIRED","The State is required for the country selected.",[],{"sys":"9650"},"5flDZuLXL8bVEl5EQepnCB","2023-09-20T13:02:36.714Z",{"sys":"9651"},{"sys":"9652"},"ERROR_STUDY_DISCIPLINE_REQUIRED","The Study discipline is required.",[],{"sys":"9653"},"1TklVQWeu24dsrKE02wb6v","2023-09-20T13:03:01.314Z",{"sys":"9654"},{"sys":"9655"},"ERROR_TITLE_REQUIRED","The User profile title is required.",[],{"sys":"9656"},"1nigSTOcKpVo3LPaQNIC56","2023-09-20T13:03:25.691Z",{"sys":"9657"},{"sys":"9658"},"ERROR_TWITTER_MAX_LENGTH","The Twitter value exceeded the maximum length of 50 characters allowed.",[],{"sys":"9659"},"2nKDdEEHSQPctevBcDMozT","2023-09-20T13:03:45.124Z",{"sys":"9660"},{"sys":"9661"},"ERROR_VERBAL_PERCENTILE_OUT_OF_RANGE","The Verbal percentile is out of range. Must be 0 to 100",[],{"sys":"9662"},"3UFHKE2wqHZhIsfvgU46ec","2023-09-20T13:04:05.768Z",{"sys":"9663"},{"sys":"9664"},"ERROR_VERBAL_SCORE_OUT_OF_RANGE","The Verbal score is out of range. Must be 0 to 5000",[],{"sys":"9665"},"YrzxutLwEYJvMMrb2AYSa","2023-09-20T13:04:31.901Z",{"sys":"9666"},{"sys":"9667"},"ERROR_YEAR_OF_GRADUATION_OUT_OF_RANGE","The Year of graduation must be a year from 1930 to 3000.",[],{"sys":"9668"},"4eCYdHl8ik6HKotGL6anRq","2023-09-20T13:04:50.761Z",{"sys":"9669"},{"sys":"9670"},"ERROR_YEAR_OF_GRADUATION_REQUIRED","The Year of graduation is required.",[],{"sys":"9671"},"DnH6tUHnKOVOd9GJC3rjA","2023-09-20T13:05:13.358Z",{"sys":"9672"},{"sys":"9673"},"ERROR_YEAR_OF_STUDY_REQUIRED","The Year of study is required.",[],{"sys":"9674"},"2qYwY04QJcppST6EWS471t","2023-09-20T13:05:34.330Z",{"sys":"9675"},{"sys":"9676"},"ERROR_YEARS_OF_EXPERIENCE_OUT_OF_RANGE","The years of experience must be a value from 0 to 100",[],{"sys":"9677"},"3atweCJ5L2nslOEwS1rf3s","2023-09-20T13:05:53.133Z",{"sys":"9678"},{"sys":"9679"},"ERROR_YEARS_OF_EXPERIENCE_REQUIRED","The Years of experience is required.",[],{"sys":"9680"},"Bwd1VpqRqRawliuw8TRX5","2023-09-20T13:06:13.216Z",{"sys":"9681"},{"sys":"9682"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_OUT_OF_RANGE","The Years of Management experience must be a value from 0 to 100",[],{"sys":"9683"},"6S7Jth8itIvHWbXrDEwS9i","2023-09-20T13:06:31.737Z",{"sys":"9684"},{"sys":"9685"},"ERROR_YEARS_OF_MNGMENT_EXPERIENCE_REQUIRED","The Years of Management experience is required.",[],{"sys":"9686"},"3AKafeCBrrWjNlkCBCIWKp","2023-09-20T13:06:51.374Z",{"sys":"9687"},{"sys":"9688"},"ERROR_WHAT_LED_YOU_REQUIRED","The what led you is required.",[],{"sys":"9689"},"4AymRWvShS9lWL3khCjq8E","2023-09-20T13:07:13.947Z",{"sys":"9690"},{"sys":"9691"},"USER_NOT_FOUND","The user identity was not found in the identity provider. (Perhaps when the User identity was deleted or modified in another session.)",[],{"sys":"9692"},"1Tx9Kcgq5FkwYAhHOzhjPF","2024-02-26T10:33:21.424Z",{"sys":"9693"},{"sys":"9694"},"ERROR_PERSONAL_INFO_IN_PASSWORD","Personal Information used in the Password.",[],{"sys":"9695"},"5o9NtycIy9yvecqP46LIKu","2024-03-13T14:23:45.687Z","2024-03-13T14:24:59.898Z",{"sys":"9696"},{"sys":"9697"},"ERROR_ERROR_GMAT_FOCUSTOTAL_SCORE_MUST_END_IN_FIVE","GMAT Focus total score should end with 5",[],{"sys":"9698"},"5o8KPcbDMJygf0kZomoZZ2","2024-03-13T16:17:08.949Z",{"sys":"9699"},{"sys":"9700"},"ERROR_GMAT_FOCUSTOTAL_SCORE_OUT_OF_RANGE","GMAT Focus total score range should be between 205–805",[],{"sys":"9701"},"6AW1mcaqnckiTqGoV79yqf","2024-04-08T12:01:39.499Z",{"sys":"9702"},{"sys":"9703"},"BROCHURE_NOT_FOUND","There is no brochure attached to this 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Your Rights in Relation to Your Personal Data

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Among business women there is a truth which is universally acknowledged – it is very difficult for women to buy appropriate business-wear.

$\"PollyMacMaster298x196\"$

Men have their uniforms. At the corporate-end there are suits in varied shades of grey, a choice of ties and sensible shoes. In the creative-space there are equally predictable combinations of brogues, chinos, designer jeans, and so on. Dressing by numbers.

\nNot only do women struggle with what to wear, but also where to buy their working clothes. While entire shopping areas are dedicated to male business suits – London’s Savile Row for example – there are no such sources of easy inspiration for women.
\n
\nAs with all problems, the company which comes up with the solution is likely to profit. Enter The Fold (www.thefoldlondon.com). Polly McMaster is CEO and co-founder of this London-based company launched in 2011. “The Fold is a women’s wear brand focused on dressing the professional woman,” she explains. “We think of our customer as the high flying woman, so we’re not defining it by field or by particular role. It’s more about understanding the needs that she has in her daily life and trying to create a wardrobe to dress her for those daily needs, but particularly focused around work. We are building a brand in our own right based on our label and designs.”
\n
\nAs so often happens with businesses, the founder’s frustrations with the status quo were the starting point for the business. “As somebody trying to climb the ladder in somewhere like private equity you find yourself in a meeting with the senior investment committee or the CEO of a really significant company and you have to dress on a par with the gentlemen who are wearing really well tailored Savile Row suits. The equivalent for women just isn’t there, something that’s actually going to put you at that same level as the men in the room,” says McMaster.
\n
\nIn the UK, where’s there’s such a tradition of men’s tailoring, competing with that and looking as smart as a man in that level of dress is really important because otherwise you’re not going to be seen as having the same levels of confidence and gravitas. So the idea for The Fold really came out of that frustration and because both my business partner and I were serious about work but also interested in fashion.”

Getting there

\n
\nFor McMaster the route to co-founding The Fold with Cheryl Mainland was far from direct. She has a PhD in molecular biology from Cambridge University and an MBA from London Business School. Along the way she also worked in healthcare consulting and private equity in the healthcare industry. Mainland has an MBA, is a Harvard graduate and worked for Procter & Gamble. The only gaps in their glittering CVs were start-ups, retailing and fashion.
\n
\nSo, what was the attraction of going it alone in an entirely different and notoriously cut-throat market? “Certainly it has been a winding road. With private equity you get to do everything. You’re looking at every part of the company from both a macro and a micro level which was fantastic. But, for me, the really exciting bit is when we would have a session with the management team -- a really interesting entrepreneur who’d built up a business in a niche market in an interesting country where there was a lot of different dynamics,” says McMaster.
\n
\n“I think going to business school I realised that it was creative and strategic thinking which really excited me and not the finance angle, and at the end of the day private equity is a financial role. That freed me up to think about what else I would like to do. Fundamentally I’d always been very interested in fashion from when I was very young and I’d done dressmaking courses and all of my work experience was in couture houses.”

Starting points

\n
\nMcMaster and Mainland met on their MBA programme at London Business School. “Once we’d had the idea, we actually used the entrepreneurship courses which went in sequence to test each element of the business as we developed. So the first one was really heavily focused around the research side. We did a lot of customer research – focus groups, big surveys – and we found buying the right business clothes was definitely a problem that women had and it was something that frustrated them and they were also willing to spend money or solve that problem for themselves if the solution was available to them.”
\n
\nWhile the consumer research pointed very positively in one direction, it didn’t solve the problem of the best business model to meet that need. McMaster and Mainland then benefited from specialised retail mentoring from Mark Henderson, chairman of the luxury menswear retailer Gieves & Hawkes. “He has worked in luxury menswear for his whole career, so that was absolutely fantastic because he had such an understanding of the industry and already had views and opinions. For us it was perfect because it let us really test all of the different theories that we had on how we could do it,” says McMaster.

The Fold way

\n
\nTwo names loomed large at this stage in the fledgling business’s development. One was Inditex, creator of Zara, which has championed what has become known as “fast fashion”, brilliant inventory management and the ability to respond quickly to changing fashions. The second was Net-a-Porter which sells a variety of designer labels online. Zara and Net-a-Porter have raised the competitive bar, but they are not targeted at women in business nor are their offerings bespoke, tailored for the individual.
\n
\nSays McMaster: “On the tailoring side, a few people strongly warned us against it because women’s tailoring is extremely complicated. Also there is a very different psychology at work in buying a fully bespoke garment, one that women are not really used to and aren’t necessarily fully happy with when they get to the final product. At that stage it was very helpful to try and eliminate options and then narrow it down.”
\n
\nThe conclusion? The Fold’s business model is unusual in that products are “semi made to order”. This appears to be a contradiction in terms, but McMaster explains it as a solution to the perennial worry of holding too much stock. The Fold carries a minimum of stock and holds stock of fabric rather than having a large number of garments. This means it can turn around the garment in one to two weeks and can offer the customer customisation that they wouldn’t normally be able to have. Indeed, The Fold can effectively make clothes which are two different sizes for customers who might not be the standard size throughout their bodies.
\n
\n“We don’t know of any other brand that does that,” say McMaster. “One of the things everybody warned us of is that inventory can be the absolute killer in the retail space. If you make the wrong bets it can make the difference between surviving and not surviving. So being able to offer that extra service has really been fantastic from the customer side and from our side. It means that we’re not taking a huge risk on stock and the trade off, obviously, on the margin side is that while we’re investing more per garment, it’s costing us more on the manufacturing side.
\n
\n“We don’t have the economies of scale, but what it does mean is that we’re then not having to sell off vast quantities of stock on massive discounts at the end of the season. So it’s been a very good way for us to scale in a manageable way from the cash flow side, and also be able to keep the customers excited and offer them something different that other people aren’t offering.”

Getting dressed

\n
\nLaunched in 2011 with a pilot collection, The Fold signed up investors in July 2012 – “Our business is targeting women in business, and the brand is supported by and being grown through a network of business women. Having female investors completes the circle. It was a question of finding people who really bought into the concept and the fact that they were the customer means that they really understand what the opportunity is.”
\n
\nThe Fold is evolving. It was always intended to be a largely online brand. But, it found that because it is a new brand, some customers really wanted to try on a range of dresses, to have a more personal experience. In response, The Fold now has a London showroom.
\n
\nThe hybrid clicks-with-some-bricks model is an increasingly popular option – examples include sofa.com in the UK or the men’s clothes retailer Bonobos in the United States which started off online but now is pursuing a more multi-channel strategy. “We offer quite a lot of customisation and so by meeting customers we can do different adjustments and so on,” says The Fold’s McMaster. “And it’s interesting, I’ve been reading a lot about e-commerce businesses and more and more it seems that although the scale can come from online, having the ability to have a more personal service is a trend. So it does feel like there’s still always that need to have more personal service.”
\n
\nThe Fold now has five full-time employees and its own designer. Co-founder Mainland, though still involved with The Fold, is now in New York where she is Chief Marketing Officer of Promgirl. After tripling turnover in the months before Christmas 2012, The Fold aims to be profitable by 2014.
\n
\n“People have said to us that our made to order thing will never work. And actually it is working. It will be more challenging to scale, but there’s no reason not to persevere with it because it solves other problems and is quite a differentiator,” concludes McMaster. “Fast fashion is everywhere. You can buy a t-shirt for £4 from Primark but along with that is a huge amount of wastage, a lot of it ends up being thrown away. We’re much more proponents of buying one really fabulous dress, it’s going to cost you much more money but it’s going to last you for years. It’s not fast fashion, it’s a classic piece that’s really well made. Because of our price point, we’re never going to be mass market and we don’t want to be because we’re trying to sell to a customer who’s discerning and who wants quality.”

On being an entrepreneur

\n
\n“The pressure is absolutely constant. It never leaves you. You have to be really careful with every decision that you make. For example, every hire makes a different to the cost base, so that hire has to be absolutely necessary.
\n
\n“At the moment my role is very much about doing on one side, and managing on the other side, because there’s so much to do. We have a small team and we’re so stretched, there are days when I’ll be vacuuming the office, sewing in a label and then going to meet a customer, and there are other days where I say, right, I’m writing a business plan or having a team meeting, and it’s everything on both sides. It makes every day totally different and challenging.
\n
\n“I definitely now think of myself as entrepreneurial because every single day you have to be thinking of every single decision you’re making and being creative all the time and thinking ahead.
\n
\n“The biggest thing I’ve learnt is around passion and stamina and I suppose having a kind of innate confidence in the idea and really believing in it. Because although everybody always says, oh, you know, it’s really going to be hard work, are you really prepared for that, you never really are because until you’ve done it, you don’t really know and you can’t prepare yourself. Until you’re in the trenches, it’s very, very different. And it is such a roller coaster that what I’ve really learnt is how to gather your resources in the tough times to, I suppose, rally and figure out, okay, do I still believe in this idea and am I really, really passionate about it? And if you are that’s what makes the difference. Finding out about that inner reserve is like the last stretch of a marathon and has been a big learning experience.“

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How do boards manage the twin demands of their duties to shareholders and responsibilities towards the environment

In this episode of Leadership Playbook, David Jackson, former Company Secretary of BP, joins Tom Gosling, Executive Fellow at the London Business School for a lively discussion on the topic. Using the example of oil and gas companies, David and Tom explore the role of the board versus the CEO when it comes to strategy development. They also consider board responsibilities around maximizing shareholder value balanced against environmental questions. Finally, they look at the role of shareholder preferences, board duties, and ethics, when it comes to ESG.

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Delivering impact: insights from sustainability entrepreneurs

What does it take to launch and scale a sustainability-focused business? In this episode of Entrepreneurship Now, Jane Khedair, Executive Director of the Institute of Entrepreneurship and Private Capital at London Business School, is joined by a diverse panel of impact entrepreneurs, who discuss overcoming problems as a start-up business, their motivations and drivers, and how they accelerated their business development by collaborating with other stakeholders of society. Finally, they consider how to measure the social impact of their ventures, as well as looking at how to find the balance between impact and income.

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Leadership Playbook

When uncertainty is the norm and expectations of leaders are higher than ever, how can you equip yourself with what it takes to inspire your people while tackling big business challenges? London Business School faculty and special guests discuss everything from ethical leadership to effectively leading through disruption in this Think at London Business School series.

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Entrepreneurship Now

From starting up to scaling up, getting your team right to finding the funding you need: what’s it really like to run your own business? Successful founders of ventures reveal the highs and lows of the entrepreneurial journey in this series of interviews for Think at London Business School.

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Good Business

In today’s troubled world the best business leaders are looking beyond profit to purpose and making a positive impact. Join London Business School faculty, alumni and other experts as they explore the role of business in addressing the key challenges facing us all – from inequality to climate change. This series is brought to you by Think at London Business School.

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think ahead

How can you navigate the now and be prepared for what’s next? Listen in each month as we convene a panel of London Business School thought leaders and distinguished guests to debate and discuss a hot topic in the business world and beyond. Fresh perspectives on what matters most, brought to you by Think at London Business School.

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The Why Podcast

Every piece of academic research starts with a question to answer or puzzle to solve. Listen in as London Business School faculty describe how they set about making new discoveries on a subject they’re curious about, what their findings suggest and what the implications are for you and your business. A Think at London Business School podcast.

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What We Did Next

What We Did Next is a Think at London Business School podcast series that features two alumni in conversation about their lives and careers. If you would like to take part in a future episode, please get in touch.

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think ahead is London Business School’s event and podcast series, in which London Business School’s leading faculty and other global experts explore today’s big business issues, giving you future-focused, actionable insights. Our world-class speakers come together to discuss a wide range of relevant topics, including sustainability, AI and the economy

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Subscribe to think ahead podcasts

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Profile: Polly McMaster, CEO, The Fold

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