Profile Mr “Dean Alexander Aslett”

Dean Alexander Aslett’s vibrant fashion career suitably began in the heady days of the 1980’s, firstly at London’s iconic avant-garde & multi brand store, Jones (Jean-Paul Gaultier, Comme Des Garcons, Guiliano Fujiwara etc.) in Floral Street, Covent Garden before he took his first major step into the industry with Antony Price. As a junior assistant to the legendary British fashion designer & couturier, Dean worked closely alongside Price styling Oscar Award ceremony red carpet attire to rock album covers. A strong influence on the glamorous world of the Seventies & Eighties, Price was responsible for the styling of high profile royalty, rock stars and supermodels of the era – his clients included David Bowie, Bryan Ferry, Duran Duran, Jerry Hall and Marie Helvin to name a few.

Dean then made my move into the field of luxury retail, working for two major design houses; Gianni Versace and Gucci. Over a period of time, Dean managed both ladies & men’s Ready To Wear collections at the respective brand flagship stores in London’s prestigious Old Bond Street. Dean was also responsible for many of Fashion’s historic moments from dressing HRH Princess Diana to putting Elizabeth Hurley in THAT dress for the UK premier of the British Film, Four Weddings & A Funeral, whilst working for Gianni Versace.

From Old Bond to the more urban Oxford Street; Dean then joined the world famous flagship store of Selfridges. Holding the position of Head of Personal Shopping for five years up until the end of 2007, Dean honed his expertise in delivering a premium personal service. During this time, Dean also worked as a freelance stylist for major Paris couture shows, namely styling for the celebrated milliner Philip Treacy.

The last few years, Dean has acted as a luxury retail consultant advising luxury brands on their Personal Shopping Strategies to Visual Merchandising, store layout/design &  trend forcasting for established luxury brands as diverse as Louis Vuitton, Philip Treacy, Antony Price (for Top Man), Yves Saint Laurent, Joseph, Bamford and Sons, Bolongaro Trevor and Prada.

2009 – 2010 saw Dean working in Hong Kong for the luxury retailer, Lane Crawford where Dean produced a review of their Personal Styling Service, advising the company on best practice and making recommendations for their Customer Services through the creation and performance of PowerPoint presentations.

From 2011, Dean returned to London and worked exclusively for Prada in London, UK as their VIP Manager.

Part of Dean’s work utilised his training and development background where Dean created PowerPoint Training Presentations on clienteling and driving sales through AQT that have been rolled out to the Prada Retail Management and sales teams as well as creating and presenting Styling Workshops for the entire RTW/Accessories sales teams.

Dean now acts independently as a freelance consultant to Luxury Fashion Brands through his company, The VIP Client Executive.

Dean helps global brands accelerate sales and profits through their people. His continuous study of on-the-job behaviour among sales and management teams led to discoveries of why some people and organizations succeed and others do not.

Dean’s behavioural approach creates a compelling customer service experience by inspiring sales teams and leadership, and by understanding how adults learn. This trademark style has enabled Dean to help companies outperform their competition and exponentially improve sales profitably.

Long-term partnerships with clients allow Dean to continually evolve new strategies for global organizations that aspire to become number one or to stay number one. Dean appreciates the opportunity to work with some of the best companies in the world, learning, and giving back, every day of his professional life.

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