dragging family business to new heights
TRANSCRIPT
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DRAGGING FAMILY BUSINESS TO NEW
HEIGHTS
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~Table Of Contents~1. Introduction
2. Claim to fame
3. Family Ties
4. Into The Deep End
5. Working With Dad
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-1-introductionFiona Mackintosh is driving new markets and raising the fashion stakes
at Draggin Jeans, the rider-safety gear business her father founded 15
years ago.
Mackintosh, 30, was appointed general manager 18 months ago, at only
28, after four years as marketing manager in the family business.
The Draggin brand has built its reputation creating light-weight
motorcycle gear that uses Dyneema, a material claiming to be 10 times
stronger than steel.
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-2- Claim To Fame
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-2- Claim To Fame Fiona's father Grant, 68, catapulted the brand to fame by
filming himself being dragged in the jeans at 80 km/h behind
a motorbike
This stunt has since then been performed numerous times,
including to a live audience at the Phillip Island MotoGP by aprofessional stuntman at a record 200 km/h.
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-3- Family ties
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-3- Family ties Although Grant is the only family member willing to be dragged
behind a motorbike to boost the profile of the business, all four
members of the Mackintosh family are involved in Draggin.
Working in the business her father started has presented its own
challenges. She says there has been a significant turnover of staff in the
five years since she began, brought about by the change in culture,which has been part of her strategy in reinvigorating Draggin into a
more youthful brand.
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-4- into the deep end
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-4- into the deep end Mackintosh lists her greatest achievement as leading the business to win the
prestigious international industrial design Red Dot award last year, presented in
Germany.
She says going from marketing manager to general manager was a steep learning
curve.
Mackintosh has also taken over long-standing supplier relationships her father
established. She's made a point of meeting suppliers face-to-face and learning to
speak up in meetings.
Mackintosh is now overseeing the team of 10, and is managing the manufacturing
of the international product range in Fiji and expanding the export side.
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-5- working with dad CEO
Grant (Dad)
GENERAL
MANAGER
Fiona Mackintosh(Daughter)
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-5- working with dad Mackintosh has always looked up to her father, who encouraged her to
enter the business world.
He has been quite inspirational in the way he's created Draggin,"Mackintosh says.
The pair sits opposite to each other in the office and Mackintosh says
they share the same vision for the business.
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