Style Jock had a chance to chat with Lauren to find out more about her business, fashion in sports and how LW Branding works on looks and events for players in the NBA, NFL and more.
Style Jock: What’s the process when you first start working with a client?
Lauren Walsh: The first step is always a thorough search of that individual across all forms of media including web, publication and social. We don't make a formal decision based solely on this, however it's important that we know what type of brand is already out there prior to moving forward and accepting a meeting.
The next step is always an informal meeting. We don't take on every client that we meet so it's important that we start things off by simply talking and getting to know one another. Assuming that we get along, we schedule a follow up meeting that includes a formal meeting where we run through the gamut of who they are, where they came from, what they want their legacy to be, their WHY in life, goals, dreams, family etc.
This always ends with a formal proposal summing up everything that we discussed and of course, a contract. Then it’s time to get to work! For those that we don’t feel would be a great fit for us, or that we don’t feel that we would be the best for them, we make strong recommendations to others in the industry.
SJ: From the services your team provides, what would you say is the most important for athletes today in regards to their brand and image?
LW: Honestly, it's all relative and important, although we hope that we never have to implement our crisis management techniques. However, if I had to pick one I would say that character management is the most important as it relates to professional athletes and their brand. The reason that we are able to be successful at what we do is because we truly take the time to get to know our clients and understand their character. Character is at the core of each of us. Nothing else matters if the athlete doesn’t care about being a good person over all.
SJ: LW branding provides styling services, how difficult is it prepping looks and shopping for an athlete who is 6’6?
LW: 6’6 is nothing! Try working with our most recent client who is a little over 7 feet tall! Let’s just say that custom clothing has become my best friend! With enough time it's not that big of an issue. I have scoured long and hard to find the best brands to fit all of the different body types and in an affordable way! The real problems arise when the guys over 6’9 need things last minute, which as you can imagine happens more often than not. That’s why I have a job sometimes! Those situations are where my relationships with stores, custom clothiers and tailors come in handy! I have an amazing tailor in Chicago who will complete a full alteration in less than 20 minutes!