Meet: Heather Delaney

Heather Delaney is using her experiences in the fashion industry to make positive, sustainable change with her new businesses.

Having completed her BA in Fashion Management at London College of Fashion, UAL in 2005, Heather went on to have a successful career working as fashion buyer for well-known brands including Ralph Lauren.

Her experiences led to her identifying a gap in the market for virtual assistant services for fashion start-ups and small to medium-sized enterprises (SMEs). And so she launched Recrea VA, as well as Recrea Ltd, a sustainable fashion event host platform.

She spoke to us about setting up her own businesses, and her full circle moment when she returned to LCF to teach.

You graduated with a BA in Fashion Management from London College of Fashion in 2005. Can you tell us a bit about your time at LCF? 

My experience at LCF was exceptionally rewarding. The dynamic curriculum, coupled with the program's industry-focused approach, gave me a thorough understanding of the multifaceted fashion world. An integral part of the course was the opportunity to undertake a year in the industry, a transformative experience that further fuelled my passions and enthusiasm.

The vibrant atmosphere of the college, combined with insightful talks and support from industry professionals, played a pivotal role in shaping my perspective and aspirations within the fashion field. Exposure to these seasoned professionals not only added depth to my academic journey but also provided valuable real-world insights that have continued to influence my approach to the dynamic and ever-evolving fashion industry.

What was a highlight for you? 

One of the highlights of my time at LCF was a collaborative project with a prominent fashion brand. This project served as a bridge between theoretical knowledge and real-world application, providing me with a practical and hands-on learning experience that significantly enriched my educational journey.

Moreover, the strategic location of the campus in the heart of London offered unparalleled advantages. Being surrounded by the dynamic cityscape, I had the extraordinary opportunity to explore numerous flagship and concept stores, immersing myself in the vibrant and ever-evolving fashion industry. This proximity to industry hubs not only complemented my coursework but also provided valuable insights into the latest trends, innovations and practices within the fashion realm.

You went on to have a successful career as a fashion buyer for brands such as Ralph Lauren and Mothercare. Can you tell us more about your experiences? 

Working as a fashion buyer for Ralph Lauren and Mothercare was an enriching and multifaceted journey. Despite the distinctive identities of these brands, the fundamental objectives remained the same – curating a commercial product range that aligned seamlessly with the brand's identity, ensuring profitability and resonating with the target customer.

My responsibilities included staying on top of ever-evolving fashion trends, conducting thorough analyses of market demands, and building robust relationships with suppliers. A critical component of the role was maintaining a keen eye for emerging styles and an in-depth understanding of consumer preferences. Beyond trend identification, I actively engaged in negotiating prices, managing budgets, and orchestrating a well-balanced mix of products to meet the brand's objectives.

As I progressed in my professional journey, I took on leadership roles and led a dynamic team of Buying Assistants, Assistant Buyers and Junior Buyers. This required managing the team's daily operations, as well as fostering the professional development of team members. Balancing their workloads, providing support and guiding their growth were integral components of my leadership responsibilities, ensuring a cohesive and high-performing team dedicated to achieving collective goals.

Following my successful career as a buyer, I had the privilege of returning to LCF, this time as a Lecturer on the very same course I graduated from . While the course and the university had naturally progressed since my time as a student, it was a profoundly gratifying experience to witness the full circle of my journey.

During my student years, I admired my tutors who had transitioned from successful careers as industry buyers to educators. The idea of returning to share knowledge and expertise with the next generation of fashion leaders always resonated with me.

You’ve recently started a new chapter in your career by launching 2 businesses: Recrea VA which provides virtual assistant business support to fashion start-ups and SMEs; and sister brand Recrea Ltd a sustainable fashion event host platform. How did this come about? 

Recrea VA came from identifying a gap in the market for tailored virtual assistant services specifically for fashion start-ups and small to medium-sized enterprises (SMEs). Having witnessed the challenges faced by emerging businesses in managing administrative tasks efficiently, I saw an opportunity to leverage my experience and offer specialised support.

The vision behind Recrea Ltd is rooted in the belief that sustainable fashion extends beyond products to encompass a community-driven, eco-conscious lifestyle. By hosting impactful events, Recrea Ltd leads initiatives such as clothing swap shops, mending, customisation and upcycling, as well as sewing workshops.

Recrea VA offers a range of basic administrative and business support services, but also includes order processing, inventory management, range planning and buying support.

Our team of skilled virtual assistants is well-versed in the intricacies of the fashion industry, ensuring clients receive tailored support. The goal is to allow fashion entrepreneurs to focus on their creative endeavours while we handle the day-to-day tasks essential for the smooth functioning of their businesses.

Can you tell us more about the work you do with Recrea Ltd?

Recrea Ltd provides practical, educational and community-focused events.

Through our events and workshops, we want to be a catalyst for change within the fashion industry; by engaging people of all ages to create a more sustainable and mindful approach to fashion.

We collaborate with local seamstresses to encourage people to engage in the art of mending and repairing their clothes, creating a mindset of sustainability, and reducing the environmental footprint of fashion.

Recrea Ltd also hosts fashion talks tailored for local groups. These delve into the intricacies of sustainable fashion, offering insights and inspiring conversations that contribute to a more conscientious and informed community.

We also collaborate with schools on after-school fashion clubs. Children can explore different areas of the fashion industry including clothing production, fashion history, fabrics and trends. Our goal is to empower these young minds, providing them with a broad understanding of how the fashion industry works and instilling values that will shape them into future-conscious consumers.

What inspired you to set up your own business?

The inspiration to set up Recrea VA and Recrea Ltd, stems from my own long-standing goals, the practical considerations of my life at a particular juncture, and a deep sense of responsibility towards the environment within the context of the fashion industry.

Throughout my career, I harboured a desire to move into entrepreneurship, picturing businesses that not only aligned with my passion for the fashion industry but also contributed meaningfully to sustainability. Specifically, for Recrea VA, my professional experiences highlighted the need for specialised and efficient business support services tailored to the unique demands of fashion entrepreneurs.

Simultaneously, the inspiration behind establishing Recrea Ltd was driven by a commitment to address the fashion industry's impact on the environment. Over the course of my career, I had garnered insights into the industry's environmental footprint and had learned valuable lessons on how to lessen the impacts. This venture became a personal and professional passion—a means to do my part in fostering sustainable practices within the fashion sector. It represents a conscious effort to contribute positively to the environment and aligns with my broader commitment to responsible and ethical business practices.

In sum, the establishment of Recrea VA and Recrea Ltd is not merely a career move; it is a strategic and heartfelt decision that integrates my personal values, professional aspirations, and a sense of responsibility towards fostering positive change within the fashion industry.