Interview: Ashley Ali on Glamify Fashion’s First Pop-Up and Love Island Collaboration
In an exclusive interview with Glamify Fashion’s co-founder Ashley Ali, we explore the journey of this burgeoning brand. From creating Miss Pap, later sold to BooHoo, to launching Glamify Fashion, Ashley’s passion for fashion shines through.
He shares insights on Glamify’s rapid expansion from loungewear to diverse styles and details their first pop-up event at Liverpool ONE, featuring a collection with Love Island’s Samantha Kenny. Ashley also discusses industry strategies, influencer marketing, and teases the upcoming autumn trends.
Liverpool Noise: Tell us a little bit about how Glamify Fashion was created.
Ashley: I’ve always had a love for Fashion & worked in the industry from a young age and worked hard to create a brand ‘Miss Pap’ who I sold to BooHoo a few years ago and then created Glamify Fashion. Glamify was predominantly lounge wear & very quickly became a popular brand and due to customer demand I decided to offer more styles and products and here we are!
Liverpool Noise: You’re holding your first pop up event in Liverpool One this week, what made you decide to do this?
Ashley: We sure are & I cannot wait! Customers have been asking for years for us to have a pop up so we decided we wanted to give them what they wanted and also let them meet the faces behind the brand as well as giving us the opportunity to meet and thank our loyal customers too. We will not only be showcasing our exclusive Samantha Kenny collection but customers will also be able to shop a range of other items that are available online. Our pop up is where Ted Baker used to be and we will be there on Wednesday, Thursday & Friday (26, 27 & 28 June) and hosting a VIP launch on the Wednesday to mark this special occasion for us.
Liverpool Noise: Exciting news regarding your recent collaboration with Love Islands Samantha Kenny, how did that come about?
Ashley: We noticed Sam straight away on Love Island and we absolutely loved her look & vibe & thought she would be great to work with on one of our collections especially as she is also from Liverpool too!
Liverpool Noise: What are the most popular items of summer wear you currently stock?
Ashley: Our Diana crotchet co ords, Gabi Co ords are the must haves for this Summer without a shadow of doubt!
Liverpool Noise: There have been significant changes over the last few years within the fashion industry, how has your business adapted to these?
Ashley: We are constantly reviewing our offerings and pricing as well as upgrading our communication channels ensuring the customer can always get hold of us as well as offering a variety of postal options and touch wood our customers seem happy.
Liverpool Noise: Glamify Fashion is a clearly successful brand on both a local and national level, how have you created this?
Ashley: We have regular customer focus groups and do extensive research on our clothing ahead of the making & buying process. We pride ourselves on giving the best quality & service too. Our teams work very hard to ensure we are upto date with all styles and trends as well as creating robust and strategic marketing strategy which focuses on what customers want both locally and nationally.
Liverpool Noise: Do you believe influencer marketing has run its course within Fashion?
Ashley: No, we are firm believers in influencer marketing and if the right influencer activity is engaged within the business’s overall marketing strategy, it really can enhance the brand on to a whole new level!
Liverpool Noise: Lastly, can you give us some insider info on what will be the look of this Autumn?
Ashley: Cool & cosy is all I can say, I’m just finalising the most amazing collection and I can’t wait to share it with you all!
Don’t miss the Glamify Fashion pop up at Peter’s Lane (in the former Ted Baker shop), Liverpool ONE from Wednesday 26 – Friday 28 June. Shop online at glamifyfashion.com
