In this episode of Women in Retail Talks, Women in Retail Leadership Circle Digital Content Director Kristina Stidham interviews Kelly Byrne, commercial director of Nasty Gal, an international women’s fashion brand, part of the boohoo group. Byrne discusses the Nasty Gal business (0:46) and how founder Sophia Amoruso’s #GIRLBOSS mentality still shines through the brand ethos, as well as inspires Byrne personally to trust her gut instincts and take risks (2:30). She shares her career journey through various roles at the boohoo group (3:54), how the COVID-19 pandemic changed the way Nasty Gal produces marketing and brand creative (7:57), and how she’s seen the business and its customers change during the pandemic on an international scale (10:48).

In addition, Byrne discusses which new consumer trends she believes will stick long term (11:22), the new opportunities she’s seeing for innovation and business growth at Nasty Gal (12:20), and her tips for other leaders adjusting to remote or international team management (14:47). She shares her advice for ambitious young women looking to climb the corporate ladder into leadership roles in retail (18:32), what’s next for her personally as well as Nasty Gal (20:52), and the brand’s focus on sustainability moving forward (21:47) .

Kelly Byrne is commercial director for Nasty Gal, part of the boohoo group. In this role, Kelly is responsible for overseeing the strategic vision and delivery for the brand ensuring the business stays on a constant positive trajectory and navigating the challenges along the way. Her duties cross most business departments, but particularly management of marketing, creative, studio and international teams. Kelly joined the boohoo group in 2010, and previously held senior roles in marketing and brand for boohoo, prior to moving to her current role with Nasty Gal when the group purchased the business in 2017.

Date: August 10, 2021

Credits: Kelly Byrne

Duration: 24:07