Quality product and a strong brand DNA are king.

At the annual WWD x FN x Beauty Inc Women in Power summit, Hali Borenstein, chief executive officer at Reformation , Gaëlle Drevet, founder of The Frankie Shop , and Sheila Harrington, global chief executive officer at Urban Outfitters and Free People Groups, sat down with Emily Mercer, senior market editor at WWD, to discuss how to drive brand evolution.

When it comes to building a lasting brand, all three executives agreed quality product always comes first.

“Regardless of what’s going on in the world around you, customers strive for amazing product,” Borenstein said.

Drevet added: “If you don’t have a good product, you don’t have a business.”

That being said, with new trends popping up every day, the trio emphasized the importa

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