Konstantin Vulkov: Which one is your favourite season and why?
Lucinda Dennis: I'm glad we get three months of each - by the end of one season I am sick of it and looking forward to the next! But I like Autumn/Fall. It is tran-seasonal, so you get the best of both worlds - warm days and cool nights. I do love the long days in Summer but also the hot chocolates and the fashion in winter.
Konstantin: When do you buy clothes for the next season? Before the season has started or in the middle of it?
Lucinda: I think it always ends up being before. It is Summer in London now but I will be heading to Australia for Summer at the end of the year so being a season ahead is handy. But let's be honest, when am I not shopping? So I'm buying clothes all year round! #addiction #itsarealproblem
Konstantin: What are the top three Autumn things a women should buy for this season?
Lucinda: I love the athleisure trend which is a casual sport luxe look but it needs to be done properly. So I think invest in a good pair of street sneakers (Nike through to Chanel are doing great street sneakers), good quality gym attire (cashmere or linen tailored track pants) and a quality pair of sunglasses to complete the look.
Konstantin: Having just been to Bodrum, tell me about your impressions from there?
Lucinda: It is a very safe, welcoming town - and HOT!
Konstantin: The perfect summer getaway? Sandy or rocky beach? Rented house or hotel?
Lucinda: I like a sandy beach. But not the black sand like they have in some parts of New Zealand! When the wind picks up it goes everywhere! I've done my fair share of rented houses, hotels and hostels and nothing beats a resort style holiday I'm afraid!
Konstantin: You are an Australian living in London, what would you like to bring from the Australian way of life to Europe?
Lucinda: Australians and Londoners are very similar. I think the Aussie lifestyle is a lot more simplistic - it's a beautiful country, chilling out by itself in the southern hemisphere! Aussies can appreciate the simple things in life - great weather, a nice home to live in, loving family, good coffee and a beach to surf. Sometimes it feels like in London we all get caught up in the rat race and forget about our core values and the most important things in life - family and health.
Konstantin: You have a successful career as a style influencer, but also as a brand strategy creator. I started a family business recently, but for the last 15 years was from the other, media side of the business. Tell me what is needed today to have a successful brand in this digital world? And is it possible to still be authentic and analogue in a digital world and succeed?
Lucinda: I think 60% comes down to the person and 40% the idea. To be successful you need to be disciplined, motivated, consistent and ambitious for any idea to be successful. So if you have a blog make sure you are consistent with updating it - mine took about 2 years to pick up a lot of traction. If it is an online store that you have created ensure you are promoting it through social channels and providing exceptional customer service to create WOM.
40% is what you are and your brand. You need to identify a niche, a market, a need. What are people looking for online that isn't there. Everyman and their dog has a blog... Although the idea of being a blogger sounds cool look outside the box.
Konstantin: What is the core business of your Fox House Agency?
Lucinda: Fox House Agency is a boutique digital media agency based in central London. I've been working in digital marketing for about 9 years now and absolutely love it. I live and breath it - so I decided to go out on my own so I can work with brands and clients I am genuinely passionate about and excited to help grow. The core focus of our business is social media strategy and management. Social is more than just a numbers game... We help brands build brand identities and awareness online. We specialise in restaurant, travel and chef personalities.
Konstantin: When you were approached by a client - do you immediately know that something will work out just fine or it takes time?
Lucinda: It takes time. I want to make sure we sit down together and get a clear understanding of their business objectives. We want to make sure we are on the same page. We might have an amazing idea for a client but if it's not part of their business plan or objectives then the idea is irrelevant!
Konstantin: Favourite part of the day for generating ideas?
Lucinda: Ideas can come at any time but probably first thing in the morning over coffee.
Konstantin: What is your daily regime? Same each day or completely different?
Lucinda: Having my own business allows me to be flexible. The digital world allows me to work from anywhere, which is really great but it does take dedication and discipline! Although everyday is different I still need some sort of routine otherwise I get a little frustrated. No matter where I am in the world I always need the following everyday - a run with my iPod, stretch, granola & yoghurt and a coffee to start the day (I check the hotels I am staying at to make sure they have it on the menu!)
Konstantin: They say a person is not born with a good style, but develops it through the years. What does it take to have a good style?
Lucinda: I think someone's personal style is constantly developing. With age comes confidence and a better understanding of yourself, your personality and your body.
Konstantin: Next summer plans?
Lucinda: It is my birthday in a few weeks so wanting to do a cheeky weekend escape. I am thinking Rome, Ibiza or Italy. I am also looking into some UK escapes (Devon, Cornwell). Then off to Berlin, Prague and Spain in September for a mix of both work and pleasure.
Konstantin: Favourite summer tune?
Lucinda: I have had 'Can't Feel My Face' by The Weeknd in my head for about 3 days straight now - so by the time this is published I will either still love it or be completely sick of it!
Konstantin: Do you like to work with music turned on or off?
Lucinda: I always have music playing in the background. It has to be instrumental though otherwise I end up singing along and getting distracted! It always varies. Today I am listening to a chillout lounge mix!
*** Lucinda Dennis is a Food + Travel Writer, Marketing Consultant, Founder of the Spicedfox + Fox House Agency