Theory of change

Dinesh Tandon never imagined he would wind up in fashion when he began working in the clothes industry.

In 2013 he joined Theory, the New York fashion label, as chief executive of the Greater China and Southeast Asia region. In 2019, he was promoted to global CEO.

It was not a path most would have predicted he would take after graduating from India's Sydenham College of Commerce and Economics.

"Given my background in finance, and if you ask any of my friends back in the day, they wouldn't ever describe me as a fashion person," he said.

Tandon graduated with a bachelor's degree in commerce, accounting and economics and started his financial journey in 1994.

He was a consultant at Arthur Andersen, a financial services firm in Mumbai, before moving to the Sydney office.

His academic background and professional experience in finance stood him in good stead for his future career path.

"Finance helps me to understand the key performance indicators of the business," he said. "We are in the business of meeting the requirements and wants of our customers. But the measure of that happens through finance, so you can see how the business performs. Therefore it was instrumental for me."

He loved seeing the business change firsthand. "Despite having extensive experience in providing recommendations, I never had the satisfaction of seeing how those got implemented and what was the outcome," he said. "In my consulting positions, I was in charge of observing the practices of clients' companies and giving them some recommendations, which also meant that my work would end once I had made reports and illustrated my findings."

He spent seven years working for Arthur Andersen before moving to Hong Kong in 2001. And his encounter with fashion happened in the same year.

"I worked at KPMG Audit, another financial services firm in Hong Kong, and this was where my first interaction with a fashion brand happened," he recalled. "Versace was a client of mine at the KPMG. I was assisting them in purchasing businesses for franchisees across Hong Kong. A few months later, they invited me to join them."

He started working with the Italian fashion house in 2002 as a director and chief for Asia Pacific.

This working experience allowed him to obtain new knowledge about fashion.

As a newcomer in the industry, Tandon thinks that continuing to learn is a crucial part of moving forward."I had to become familiar with every step of the process in a completely new industry. Fortunately, I put in much effort and learned a lot, including marketing and retailing skills."

He believes "problems occur every day. All you have to do is keep trying and work hard."

Tandon not only has a positive outlook on hard work, but his varied work environments also enable him to inspire Theory's staff to pursue a work-life balance.

The Indian national has lived in Mumbai, Sydney, Hong Kong and New York.

"Everyone is different everywhere, and they would react differently if we discussed the same thing," he said. "For example, Sydney is a city that places a greater emphasis on work-life balance. When I moved to Hong Kong, I discovered that the intensity of work and the demand for work dominated people's life."

So he consistently encourages everyone at Theory to find their best working methods.

"I encourage Theory's team to find a good balance between their working lives and their personal lives. Everyone needs to be refreshed and well-rested in order to be at the best in all facets of life."

There is no doubt that a positive attitude affects how people approach their tasks.

Additionally, a laidback environment would energize the entire team. Tandon believes that the best words to characterize the atmosphere at Theory's team are collaborative and passionate.

He said: "We aim to be a company where everyone's opinion matters and anyone can contribute ideas and impact change. Also, we believe in what we are doing and constantly challenge ourselves to improve and innovate."

He also emphasized that development was not only focusing on staff progress but also on improving consumers' shopping experience.

Aside from providing suitable choices for the brand's clients, Tandon also hopes to "service our customers for all occasions and help create memories."

"We receive a lot of visits from customers looking to purchase items for essential milestones in their life. For instance, someone who just graduated from college and needs a sharp suit for interviews or someone who has received a big promotion and is treating themselves to a new piece," he said.

Though people's relationships with clothes are transient, he believes that "every customer can have the experience of buying something special that they will have for a long time."

Making clothes that last taps into the move towards sustainability, too. "We are aware that, as a fashion brand, there is no way to be truly sustainable. Still, we feel responsible for the clothes we put out there and design and produce garments with longevity and quality craftsmanship in mind."

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