In this episode, Gavin Williams, former Global Director of Digital and E-commerce with luxury fragrance brand Creed, says we should put a ban on squirrel hunting, until we've figured out whether the squirrel is worth the hunt. He takes Gordon and Ger (and you too, if you hit the play button) through the many things (so many) luxury retailers and brands are doing wrong (so very wrong). He pulls no punches. In fact, Gavin predicts that he'll never work in luxury again once this episode airs. He talks the good, the bad and the insanely ugly when it comes to chasing the latest fad, building an attractive e-commerce experience, listening to customers, and putting your focus where it really matters for your business. Listen and learn how, if it's on the skin, you win.