Dale Parr
Dale Parr on stepping up the digital game.
Dale Parr is a seasoned data strategist who is bringing cutting-edge strategies to the fashion industry. With his own sneaker store and vast experience in investment banking, fashion production, brand ownership and data analysis, Dale is more than equipped for the ever-evolving landscapes that these industries present. He told us about his multifaceted expertise, his favourite method for staying focused, and how he balances time across work and family.
Photographs by Christopher Owens
Tell me about your background and career.
After a decade-long career in investment banking, I pivoted in 2007 to pursue my dream of owning an omni-channel independent sneaker store, SoleHeaven. This transition coincided with the rise of social media, which I leveraged to connect sneaker-collecting communities worldwide. Since 2018, my journey in fashion has expanded into apparel and footwear production, brand ownership, and the exploration of digital fashion collectibles within the gaming industry.
Having amassed extensive experience in product development, I now consult on the business of fashion. My consultancy emphasises how brands operate and how innovation can drive cleaner and more sustainable business models. I achieve this through data strategy and analytics, helping brands navigate the ever-evolving fashion landscape.
Tell me about your roles, what do you attribute your success?
I’ve had the privilege of founding and serving on the board of successful fashion businesses. Since 2018, my consultancy, Structures of Legacy, has been at the forefront in Paris, Milan, and Amsterdam, supporting dynamic brands across a multitude of strategic briefs.
Lately, my podcast, ‘Love, Hate, Automate: Fashion’s Future Unfolded’ has become a key focus. Through intimate conversations with leaders in the fashion sector, I provide invaluable insights to the wider fashion community, especially during this period of digital transformation.
I have 15 years of e-commerce experience, which has equipped me with comprehensive commercial domain knowledge. This allows me to interpret complex data sets and provide my clients with actionable strategic insights.
What do you love most about what you do every day?
The fashion industry is littered with outdated frameworks and is ripe for transformation. Many brands are burdened with an unstructured tangle of data. Helping them cleanse and interpret this information to provide powerful commercial insights is immensely satisfying.
Have you had to make sacrifices in your chosen career, and have they been worth it?
Yes and no. As a founder in a fast-paced commercial industry, time has always been my biggest sacrifice. I often found myself working on Christmas Day and Boxing Day - not all day, but enough to monitor the performance of our seasonal campaigns. This often meant I wasn't fully present, and sometimes pre-occupied during the most exciting days of the year with my family, nieces, and nephews.
There are always periods of tension, whether it's contract negotiations or cash flow issues. These can lead to moments of great elation, but not always. Sometimes situations don't resolve positively, so it's essential to remain pragmatic and level-headed. This helps you prepare for another round of solution-finding, ensuring you're ready to tackle the next challenge.
“The fashion industry is littered with outdated frameworks and is ripe for transformation.”
What are some of your daily rituals and why are they part of your routine?
Structure and balance are essential to my routine. I maintain a consistent weekly schedule, ensuring my clients always know when I am available.
What does work/life balance look like for you?
I always block out time for school runs to ensure I don't miss out on my children growing up. I want to be present. I want to hear about Fortnite, friendships and what’s happening in their world.
I also coach a grassroots football team, which I find mentally refreshing. Spending three hours a week with a group of ten-year-olds, helping them grow and develop, is fun, invigorating, and rewarding.
How do you stay focused and productive in a world of distractions?
I love the Pomodoro Method. It’s a time management technique that promotes productivity and focus. It involves breaking your work into 25-minute intervals, called 'Pomodoros,' followed by a 5-minute break. After completing four Pomodoros, you take a longer break, typically 15-30 minutes. This structured approach helps me maintain concentration, reduces burnout, and improves overall efficiency.
I recommend you try dividing tasks into manageable intervals for sustained productivity and ensure you take regular breaks to recharge.
“I always block out time for school runs to ensure I don’t miss out on my children growing up. I want to be present. I want to hear about Fortnite, friendships and what’s happening in their world.”
If you had the power to change the world, what would you change?
If I had the power to change the world, I would foster a culture of kindness. If everyone took a moment to give rather than take, the world could become a happier environment for us all. Living a life of empathy, courtesy, and thoughtfulness builds positivity and nurtures beautiful relationships.
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