Q&A with Danica Cauffield—Empowerment and Influence in Fashion
Image of Danica Cauffield. 2017 Downtown Los Angeles Content Photoshoot.
Interview featuring: Danica Cauffield
Editor: Jeni Fjelstad
Creative Direction: Catie Menke
Danica Cauffield is the Director of Marketing for ShopAlix from Scottsdale, Arizona, and an adjunct professor at Arizona State University. This savvy business woman seeks fulfillment and achievement while lifting up other women
Some advice from Danica — “Know yourself,” she said. “Understand what drives you. What makes you YOU. That is your superpower, your gift to share with the world. Find that and you will find your ultimate success story.”
We’re dying to know her insider tips on affordable fashion, how she navigates money wellness, and the business advice that inspires her.
Director of Marketing
in the Fashion Industry
Scottsdale, Arizona
How did you get started in your career path? Why the interest in clothes and fashion?
At 19 years old, I worked at Hibbett Sporting Goods, during my time there I began to learn that presentation of goods drove consumer behavior. This sparked a passion in me so I decided to pursue it further at The Illinois Institute of Art in Schaumburg, Illinois.
While in college, I hustled, working 40 hours a week in retail and studying full time. With that, I started to build my network and landed a life changing buying internship with Victoria's Secret at their corporate office in Columbus, Ohio.
The internship was unlike anything I had ever experienced, candidly I would have paid them to let me intern there 😉. I was a natural fit, but I also worked very hard and landed myself a full time position to join the team full time as an assistant buyer upon graduation.
Image of Danica Cauffield. 2018 Apartment in Downtown Los Angeles
Staying fashionable and keeping it fresh in your wardrobe can cost a lot of money. As someone who’s both in the business and teaching fashion, what insider tips on keeping shopping affordable can you share?
I'm a huge fan of Nuuly, an old friend of mine was actually on the pilot team for Nuuly (owned by Urban Outfitters) and asked me to join their beta test phase for feedback. I'll admit, I was hesitant at first, but after renting I am hooked, and I also really appreciate how much better it is for our planet. If you haven't checked it out, I highly encourage both Nuuly & FashionPass.
What’s the value in pursuing multiple paths, like being both a fashion professor and a marketing professional?
The initial thought with teaching was to give back to the industry and help guide future industry professionals. What I have learned in teaching is that students inspire me — they truly fill my cup just as much as I fill theirs.
It's also worth noting that I feel an extreme sense of fulfillment when my students achieve personal success. It provides so much joy and pride in my life to know I can help guide them to reach their goals.
What’s the best career advice you have ever received? And what did you do with it?
“It matters how we play the game.”
As a young buyer, I believe I was mentored by some of the best in the business. The opportunity to learn from Les Wexner, Sharen Turney, Kristin Scott & Lisa Baldzicki is what has made me so successful in my career. They instilled in me that what we do and how we do it is more important than stepping on others to make a quick buck. With that, I look for companies & leadership with a strong moral code and values that align with mine. And in turn, these companies tend to be long-standing, successful companies that I am proud to work for.
Image of Danica Cauffield. 2018 Mall Competitive Patterning Visits in Australia.
What makes you feel empowered as a businesswoman?
Achieving. Empowerment for me comes from setting and reaching goals that drive a positive impact on the lives of others.
I am very proud of everything I have accomplished over the past 12 years, and I can lay my head on the pillow knowing I am doing good in this world.
What strengths do you lean on to influence others?
I don't take life or work too seriously. It's important to keep the energy right. I truly believe my ability to keep the pressure down and the energy fun, optimistic and open-minded is what leads to excellent attraction marketing, both in my role as a Director of Marketing and in the classroom.
In keeping the energy right, it allows my team and my students to be creative and produce their best work. If they constantly feel under pressure, they will be too tight/scared to deliver peak performance.
Image of Danica Cauffield. 2018 London Trip for Topshop Retail Development.
What are some tips other women could harness their power to influence their community & career?
Know yourself. Understand what drives you. What makes you YOU. That is your superpower, your gift to share with the world. Find that and you will find your ultimate success story.
How are money and financial wellness related to empowerment for women?
I actually make a lot less money now than I have in the past, but I am much happier. I learned the hard way early on in my career that money is not what fulfills me. Empowerment for me is not connected to money.
How do you see a woman's career relating to her feminine power?
I don't believe in career status or financial wealth driving our power as females, I believe that power is within and regardless of status we have the ability to unleash that power in many different forms.
Image of Danica Cauffield. 2018 Trip to Australia (Bondi Icebergs) launching Honey Punch stores in collaboration with Topshop.
Danica has also been featured in Women’s Wear Daily and Scottsdale Women.
Do you know a powerful woman who’s an inspiration? (We see you, powerful woman.) Share yours or a friend’s story with us & get involved as a Contributor or future Q&A guest.
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