Role Call | Kevin Fegans, Communications Director

There are few sectors of the economy that offer as wide and interesting a range of career opportunities as fashion. In a new series that coincides with the launch of BoF Careers, the global marketplace for fashion talent, we highlight some of the industry’s most interesting jobs and the talented people who do them.

LOS ANGELES, United States — When Kevin Fegans took up the reins as global director of communications at Forever 21, last July, he brought with him over 15 years of experience in public relations. Having studied political science at university, Fegans took his first steps into fashion at LVMH and has since honed his skills in print, in-store and online at companies including Vera Wang, Details magazine and ASOS, where he served as vice president of public relations.

BoF: Please describe your current role.

KF: As global director of communications for Forever 21, I create and curate the brand narrative for consumers and the media, through carefully syndicated campaigns. It’s my role to ensure a consistent brand voice across all published outlets. I work closely with our product, marketing and editorial teams to do this throughout our social and editorial content and via external media channels.

Working with our agency network, we also identify trends, the competitive landscape and opportunities in the global market to ensure that the brand’s message reaches our target audience globally – no matter what language they speak.

BoF: What attracted you to the role?

KF:  What really attracted me to the brand was how quickly Forever 21 has grown to become a global power player. We currently open a store a week on average around the world, which makes this incredibly exciting and a once-in-a-lifetime career opportunity.

The challenge of working with a brand during its global expansion is fulfilling and something I especially enjoy. The fact that we are simultaneously growing our product mix to include menswear, activewear and kids, means there is never a dull moment. Being headquartered in Los Angeles, a land of eternal sunshine, was also a selling point!

BoF: What is the most exciting project or initiative you have worked on?

KF: We just launched Snapchat, a decision shaped by the fact that most of our millennial customers rely heavily on the messaging app to communicate with their peers. We wanted to be a part of that conversation and encourage fans from around the world to take part in the dialogue.

BoF: How is your role changing? What are the forces driving this change?

KF: Communications has evolved so much over the last three years, with the emergence and growth of influencer publishing, user-generated content and social media. The media landscape has just evolved tremendously and demands a new approach to consumer engagement and public relations. Understanding new media is an integral part of what I call “new PR.” In this world, online portals and content publishers such as bloggers have a major role to play in driving revenue via direct conversions and referral traffic. I find it fascinating that one website can drive 80 percent of your sales on any given day.

When it comes to entering new markets, however, print still plays a vital role in our communications strategy. Customer perception and trust is very important when entering new markets and depending on your market share, brand equity and awareness levels, print can help establish credibility and create a buzz and a profile in new regions.

BoF: Tell us about a time you failed and how you learned from it.

KF: Sometimes, marketers move too fast to be a part of something, before finding out that the share of voice or return on investment is not beneficial to their brand. In the past, I have definitely committed to a project too soon, wanting to be the first to get in there, when taking time and making a more considered decision would have been a better choice.

BoF: What advice do you have for people who are interested in doing what you do?

KF: Listen. Take every meeting, speech, conference and event, whether it is social or professional, as an opportunity. If you are looking to transition into communications, ask someone in that department for an informational meeting and remember that gratitude is key. Relationships and your reputation are the things that really matter. Value them.

This interview has been edited and condensed.

To explore exciting fashion industry roles like this and others, visit BoF Careers, the global marketplace for fashion talent.