T
ASHIDA COX, CEO AND FOUNDER OF
DFB BOUTIQUE, AS A PROFESSIONAL PR AND
MARKETING CONSULTANT HAS MASTERED
THE ART OF RUNNING A SUCCESSFUL FASHION
BOUTIQUE BY PAYING CLOSE ATTENTION TO
THE PR AND MARKETING ARM OF HER BUSINESS.
Tashida says, “PR and marketing are very important
for any brand because it helps you to clearly define
who your target audience is and while in the planning
stages of promotional campaigns it helps you to
identify who you want to reach and how you will do so.”
Fashion has always been something that Tashida
enjoyed. DFB started as a hobby while she was attending
the University of the West Indies and thinking about how
to occupy her spare time. She started the brand as Defined
Beauty solely catering to women, but as the years went by and
the brand grew she evolved into a concept boutique catering to
both the male and female demographic and today now operates
as DFB Boutique, which has became a brand in great demand.
The DFB experience is a personal one, an experience
that makes you feel accepted. Tashida believes that fashion
should be very comfortable, so DFB seeks to give you a truly
memorable experience.
Tashida and her mom play a vital part in the attire
selected for the store, infusing it with their personal
style. Together they cater to the target audiences of
the older and younger generation.
FASHION ROCKs | BIM ROCK | 25