Joachim Rubin, CEO LolaLiza: “Why fashion is like climbing a mountain”

For Joachim Rubin, CEO of Belgian fashion chain LolaLiza, entrepreneurship is a lot like a sporting challenge. “Running a company is like climbing a mountain”, he says passionately. For nearly eight years, he has been working on a thorough repositioning of the brand. “You can not do that in two days. It takes time, constant reevaluation, and above all: agility.”

Agility is the key

Since taking the helm, Rubin has focused on a repositioning strategy that focuses exactly on that agility. “We know where we want to go, but the road to get there requires continuous adjustment. Fashion today is the real FMCG: it moves faster than what we traditionally call fast-moving consumer goods.”