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SEARCHBeing relevant keeps your clients coming back for more, ensures your work is inspirational and pushes your business forward. HOB Academy's Akin Konizi shares five strategies for staying relevant.
An image from HOB Academy's Neo Noir collection. Hair by HOB Creative Team, Makeup by John Christopher.
Richard Miles
"Staying relevant isn't about chasing every fad, trend or new thing to hit the headlines--it's about showing that you're passionate, adaptable, and committed to growth for the future," Akin Konizi, international creative director at HOB Academy.
HOB Academy
In the ever-evolving world of hairdressing, staying relevant needs to be constantly at the front of any hairdresser or salon owner’s mind. HOB Salons, one of the leading brands in British hairdressing, continues to thrive by constantly pushing the boundaries of creativity, innovation, and education.
Akin Konizi, international creative director at HOB Academy, recently picked up the Artistic Team of the Year award at the British Hairdressing Awards and went viral with a dramatic haircut on Instagram that divided opinion. “Life is moving at an alarming rate - trends change, techniques evolve, and clients expect fresh ideas and modern styles every time they visit the salon.
“Staying relevant isn’t about chasing every fad, trend or new thing to hit the headlines – it’s about showing that you’re passionate, adaptable, and committed to growth for the future. Being relevant keeps your clients coming back for more, ensures your work is inspirational and pushes your business forward. To survive we have to thrive, and we can do that by continuing to learn and evolve.”
Your team is a mine of knowledge and fresh ideas. They are on the salon floor every day, interacting with clients, understanding their needs, and absorbing trends from the outside world. Engaging with your team and encouraging open conversations about what’s new in the wider world as well as the industry, can open your eyes to untapped potential. Ask them about the latest styles they’re noticing on social media, what clients are requesting, and what excites them creatively. Giving your team a voice not only empowers them, but also keeps you and your salon in tune with what’s trending in the real world.
Creativity is the lifeblood of any successful hairdressing career and every successful salon. Whether it's through stunning photographic collections, live platform presentations, or salon work that gets noticed, producing inspiring work keeps your brand at the forefront of the industry and relevant to clients of all ages. Showcase your talents through photoshoots and visual content that resonates with your audience, while also sometimes surprising them. The fastest way to lose relevance is to become predictable. It’s great to have signature looks, but you need to constantly tweak and evolve them.
In hairdressing, education needs to be a continuous journey. Investing in regular training sessions and ensuring you and your team is up to date with the latest techniques and trends is essential. From mastering new cutting techniques to exploring innovative colouring methods, education empowers your team to stay ahead. An inspired and knowledgeable team will push boundaries and continue to elevate the salon’s reputation.
Social media has transformed the way hairdressing trends emerge and spread. But it’s not enough to simply post pictures of your work - you need to tailor your content to the platforms that resonate with the next generation of influencers and clients. Understanding which platforms are most relevant, whether it’s Instagram, TikTok, or emerging channels, allows you to craft content that engages and inspires. Share behind-the-scenes videos, transformations, and client stories to build an authentic connection with your audience. Staying visible on the right platforms keeps your salon relevant and at the forefront of the digital conversation. A video I posted went viral with more 24 million views and the great thing about it was I was leading the conversation about the craft of haircutting with hairdressers around the world.
While it’s easy to draw inspiration from other hairdressers, true innovation often comes from looking beyond the industry. Explore fashion, art, architecture, music, and even nature for ideas that can be adapted and translated into hairdressing. By broadening your horizons, you prevent your work from becoming repetitive and ensure that you and your business remain a trendsetter rather than a follower.
About HOB Academy:HOB Academy is the award-winning training academy, based in Camden in London, founded in 1997 as part of the HOB Salons group. Home to the HOB Creative Team and led by 4-time British Hairdresser of the Year Akin Konizi, the Academy caters for hairdressers of every level from across the world, and delivers first-class courses and seminars covering the full spectrum of hairdressing education from creative to business to fundamental, as well as bespoke and one-to-one tuition. The Creative Team has received numerous accolades and awards, including four British Colour Technician of the Year titles, British Artistic Team of the Year, and a British Hairdressing Business Award for Education, and produces annual photographic collections to wide critical acclaim. Most recently they have been nominated for International Artistic Team of the Year and named Best Commercial Collection at the AIPP Awards.
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