A Chat With February's Profile, Margaret Moraskie, vice president of e-commerce, Boston Proper
CS: If you hadn't gotten involved in the catalog/multichannel business, what do you think you would've done professionally?
MM: Oh, I don't know. I guess I'd probably still be working retail. I don't know; I wanted to be a teacher. It's hard to imagine. I've been so fortunate that I haven't figured anything else out.
CS: Where do you see your professionally in five years?
MM: Hopefully still here as part of the team of an even bigger brand — more nationally recognized —taking on whatever the newest challenges are.
CS: What's your approach to help set Boston Proper apart from its competition?
MM: We have a very clear branding mission — the difference starts with the product. Our customers love that we offer distinctive and unique product that they can't find in the mall. She doesn't look like everybody else walking down the street. We start with the product and then the creative team really takes it to the next level.
That fabulous photography, whether she's in a hammock, between palm trees, running in the ocean or lounging somewhere that makes you think she's in Morocco, whatever it may be, it's that really unique product with that very sort of sensuous creative that sets the brand apart. We're not a promotional brand because she will buy what she really wants. It's that kind of “gotta have it.”
CS: Is all the creative done in-house?
MM: Full in-house creative team, so everybody's fully immersed in the brand. There are some freelancers — the stylists, the hair and makeup. But even there we have a team that's been with us for a really long time. Everybody's really in tune as to what the brand should look like.
CS: Is the creative work done at your Florida headquarters?
MM: They shoot in the [Florida] Keys, they shoot in Mexico, depending on what time of year sometimes out in California. But a lot of it is done here in Florida. And all of the production work, the building of the files by our creative team, is all here. It's the photography that sometimes happens elsewhere.