The Resilient Retail Game Plan

Most independent retailers have heard the advice to "build a community." Far fewer have been shown exactly how to do it — and even fewer have built one that actually buys.
In this episode I'm joined by Ronke Fashola, founder of Love Your Look — a bold, inclusive, colour-forward fashion brand whose customers travel from Scotland and Cardiff to her pop-up shops, answer Instagram queries before she even gets to them, and send garments back to be taken in when they lose weight rather than part with something they love. Ronke has spent the last couple of years building a retail community the hard, human way: photo shoots open to everyone, WhatsApp groups built on genuine conversation, measurement checks for every new customer, and an in-house tailor. In this episode she breaks down exactly how she did it.
We also look at Joanie Clothing's collapse as a case study in what happens when a retail brand stops feeling human — and what every independent retailer can learn from it.
In this episode you'll hear:
• The photo shoot that attracted 70 applicants and became the foundation of a loyal retail community
• How to structure a brand WhatsApp group that people actually want to be in
• What Joanie got wrong — and the community strategy that could have saved them
• Why checking every new customer's measurements before their first order ships reduces returns and builds trust
• How offering free in-house alterations turns one-time buyers into customers for life
• The Friday night phone call that changed how Ronke thinks about fabric
Sign up free at retailroar.co.uk — come and see what's possible.
📩 Join my community: https://resilientretailclub.com/
📲 Follow me on Instagram: @resilientretailclub
Mentioned in this episode:
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Have you been feeling stuck in your own head in your retail business? Overthinking every decision, wondering if you're the only one finding it hard?
There's a phrase I love:
You can't read a label from inside the jar.And when you're living and breathing your business every single day, it's incredibly hard to see beyond where you are right now.
In this episode, I share one of the fastest ways I've found to shift your perspective — and it's the whole reason I created Retail Roar, my free online summit returning on 26–27 March.
I'll walk you through some of the stories from our guest speakers, including one who shipped 650,000 orders in his first year on TikTok, to others who built a chain of 41 bridal boutiques, and another who went from her kitchen table to six-figure months.
I also explain why inspiration isn't just about feeling good — it has three very real, practical business effects: it helps you think bigger, get re-energised with your marketing, and make braver decisions.
Sign up free at retailroar.co.uk — come and see what's possible.
📩 Join my community: https://resilientretailclub.com/
📲 Follow me on Instagram: @resilientretailclub
Mentioned in this episode:
Retail Roar
Have you signed up yet? retailroar.co.uk
Retail Roar
Signed up for Retail Roar yet?

Do you ever feel like you're drowning in data but still can't answer the simple question: is my business actually going in the right direction?
Here's the truth: if your sales numbers feel like noise, you're probably looking at the wrong things — or avoiding looking altogether.
I'm Catherine Erdly, and this is Resilient Retail Game Plan — practical product business advice with a healthy dose of reality.
In this episode, I'm revealing:
✓ Why having loads of data can actually keep you more confused, not less
✓ The magic eye problem: why staring at daily sales is stopping you seeing the real picture
✓ The difference between guessing and deciding — and why it matters for your bottom line
✓ The 3 Rs framework: Record, Review, Refine — and how to make it genuinely simple
✓ Why a zero-sales day doesn't mean a bad month (and what to look at instead)
Stop reacting to the noise and start reading the story your numbers are actually telling you.
Join the Retail Sales Game Plan (cart now open!): resilientretailclub.com/retailsales
Resilient Retail Club: https://www.resilientretailclub.com
Listen on your favourite podcast app: https://www.resilientretailclub.com/podcast
Enjoying the show? DM your takeaways or questions to @resilientretailclub on Instagram.
And if the podcast's been useful to you, please do follow, rate, and review with a comment on Apple Podcasts or Spotify (or both!) — it helps more product businesses find us.
Mentioned in this episode:
Retail Roar
Have you signed up yet? retailroar.co.uk
Retail Roar

Do you ever feel like you're constantly trying to convince people to buy? Like you're always explaining, justifying, or pushing a little harder than you'd like?
Here's the truth: if selling feels exhausting, you're probably spending too much time talking to the wrong people.
I'm Catherine Erdly, and this is Resilient Retail Game Plan — practical product business advice with a healthy dose of reality.
In this episode, I'm revealing:
✓ Why nobody is more likely to buy than someone who already bought from you
✓ The party principle: why you're standing outside instead of going in
✓ How focusing on cold audiences burns you out (and kills your profit)
✓ The 1,000 true fans framework that changes everything ✓ Practical steps to turn one-time buyers into repeat customers
Stop chasing strangers and start serving the customers who are already inside your door.
Links
Join the Retail Sales Game Plan waitlist (kicking off end of Feb): resilientretailclub.com/retailsales
Resilient Retail Club: https://www.resilientretailclub.com
Listen on your favourite podcast app: https://www.resilientretailclub.com/podcast
Enjoying the show?
DM your takeaways or questions to @resilientretailclub on Instagram.
And if the podcast's useful, please follow, rate, and review — it helps more product businesses find us.
Mentioned in this episode:
Retail Roar
Have you signed up yet? retailroar.co.uk
Retail Roar

Feel like you're shouting into the void with your marketing? You're not alone—and it's not your fault.
Social media wants you reactive, emotional, and constantly second-guessing yourself. Meanwhile, big retailers operate from detailed seasonal plans made months in advance.
I’m Catherine Erdly, and this is Resilient Retail Game Plan — practical product business advice with a healthy dose of reality.
In this episode, I'm revealing:
✓ Why sporadic marketing makes sales feel random
✓ How algorithms keep you stuck in chaos
✓ What big retailers do differently (without massive teams)
✓ The marketing structure that actually works for small businesses
Stop waking up wondering "what should I post today?" and start building a plan you can trust.
Links
Get your free Calmer and Consistent Sales Planner: resilientretailclub.com/sales
Join the Retail Sales Game Plan waitlist (reopening Feb): resilientretailclub.com/retailsales
Resilient Retail Club: https://www.resilientretailclub.com
Listen on your favourite podcast app: https://www.resilientretailclub.com/podcast
Enjoying the show?
DM your takeaways or questions to @resilientretailclub on Instagram.
And if the podcast’s useful, please follow, rate, and review — it helps more product businesses find us.
Mentioned in this episode:
Retail Roar
Have you signed up yet? retailroar.co.uk
Retail Roar