After working as chief executive for Planet Blue, James Williams is now launching an advisory firm geared towards the fashion industry. The former excecutive, who still remains a part of the company's board, is launching a firm focused on luxury, digital, retail, and fashion.

The firm is called JSW/Strategic and will focus on helping brands grow and emerge in the industry. “My practice will focus on helping brands reposition for growth and profitability against the backdrop of our new retail order through strategic counseling and full-stack process consulting," Williams told WWD of the new firm. "In addition to fashion and retail brands, I will be serving investors and real estate/media companies with interests in retail as well as entertainers and artists looking to extend their brand [direct-to-consumer] through merchandising.”

Williams worked previously at Loeb & Loeb LLP before his days at Planet Blue. He held the position of partner and chair for the Fashion and Luxury Brand Group for the company for one year before moving into the California-inspired retail brand. He was then hired last chief operating officer and general counsel for Planet Blue, where he served in that role for three years before becoming CEO. Williams was CEO for the brand for seven years up until January 2018 before making the move to his own company. In his new venture, it'll be interesting to see how the strategic advisory business fares for the future.





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