They wanted to build a brand that, from the outside, told a story and felt personal and, from the inside, was run ethically and democratically by women.
Author:Dhani MauPublish date:Aug 14, 2018In our long-running series "How I'm Making It," we talk to people making a living in the fashion industry about how they broke in and found success.
"I really felt like this had to be a group effort, and I think that that's one of the main things that's lead us to be successful, because it wouldn't have looked like this, if it wasn't like that," says Katherine. "We wouldn't have reached the customer base we did.
Margaret: We were by no means the first brand in the e-commerce space, but I think we were on the cuff enough, before it exploded as an absolute necessity for every brand. We would look to brands like Reformation from a business strategy standpoint and be like, "Hey, you know, we have really different product and totally different missions, but what they're doing is really having a clear point of view in the digital space.
Margaret: We asked people and launched social media probably three months in advance of our launch, and when we launched, I think we had around 12,000 followers. We had also done a little bit of a press tour in New York, in advance of our launch date. Again, through friends connecting and helping and believing and supporting, having faith, we were able to get an article in T Magazine on our launch day, and that really was huge.
Katherine: You can tell they feel beautiful. That's the biggest gift. You're wearing our clothes and you feel so beautiful, you feel compelled to do a little photo shoot. Margaret: When we had drafted our initial strategy, we left the brick and mortar piece open-ended. It really has been feedback from our customers that's let us know that that's a really important piece to the puzzle.Margaret: Brentwood was such an amazing test. It was like, the ideal situation in which to test. The space is really large, but being able to have access to that and that kind of foot traffic in that community was great.Margaret: We would absolutely love to.
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