Jalil Rahman has over two decades of experience in guiding prominent brands through growth, partnerships, and shifting consumer trends. In a conversation with The Retail Bulletin, he shared insights from his career, the challenges in luxury retail, and the importance of authentic leadership. He has held senior commercial positions at notable brands such as Burberry and Liberty.
The Challenge of Modern Luxury
Rahman identifies the fragmentation of the customer journey as a significant change over the past two decades. Today’s consumer may discover a brand on TikTok, research it online, encounter it again through social media or influencers, visit a physical store to experience the product, and ultimately complete the purchase through a digital channel. To the customer, it feels like a single journey. For brands, however, it represents a growing network of interconnected touchpoints that all need to deliver a consistent message.
Rahman stresses the need for a ‘golden thread’ that ties every brand interaction back to its core values and story. Meanwhile, competition in the luxury market has intensified, with brands now competing not only with each other but also with experiences and other claims on consumers’ disposable income. He warns against chasing trends at the expense of authenticity, citing Burberry’s evolution as an example.
According to Rahman, brands should not compromise their core identity in pursuit of modernity. While customer experiences and communication channels must adapt, the fundamental brand values should remain consistent. Consumers buy into a brand because of what it fundamentally stands for. Attempting to constantly reinvent that identity to keep pace with cultural shifts risks alienating the very customers who made the brand successful in the first place.
The modern consumer’s path to purchase is rarely a straight line. When a shopper might first encounter a brand through a social media video, later read reviews on a website, and finally visit a store to touch and feel the product, the pressure on brands to maintain coherence across every single touchpoint is immense. A disjointed experience in any one channel can undo the work done in another, creating confusion rather than connection.
Strategic Partnerships
Throughout his career, Jalil has developed partnerships that expand brand reach and create new opportunities. However, he believes many organisations approach partnerships with a misguided focus on publicity and revenue, rather than seeking a genuine competitive advantage for all parties involved. Authenticity is key, as customers can easily identify forced or opportunistic collaborations.
Authenticity emerges as a recurring theme. Customers are quick to identify collaborations that feel forced or opportunistic, and partnerships pursued purely for exposure rarely generate lasting value. Instead, Rahman believes the strongest partnerships combine complementary strengths and tell a compelling story that makes sense to customers.
Rahman highlights a common mistake made by businesses after contracts are signed: the lack of focus on execution. While companies often invest enormous effort negotiating a deal, many fail to devote the same energy to execution afterward. “The signature point isn’t the end of the relay,” he explains. Rather, it marks the beginning of where real value is created through product development, marketing, distribution, and customer engagement.
Leading with Clarity
Jalil’s approach to leadership is characterised by simplicity and a focus on empowerment. He believes in giving people genuine ownership of their responsibilities, rejecting excessive micromanagement, and advocating for a human style of leadership. Honest feedback is essential, but it should be delivered in a way that supports growth rather than diminishes individuals. Alongside accountability, he advocates for empathy and commercial discipline, arguing that organisations achieve stronger results when people feel trusted, valued, and supported.
The Human Side of Commercial Excellence
What emerges from a conversation with Jalil Rahman is not simply the story of a commercial leader, but of someone deeply committed to understanding the relationship between brands and people. Whether discussing luxury retail, strategic partnerships, or team culture, the same principles surface repeatedly: authenticity, discipline, clarity, and trust.
