Meet the Product: A wide range of items only for women, including tops, bottoms, outerwear and more. There are a couple collections called out, including the “Signature” collection of the company’s favorite, most well-known items.
Back In Time: Pape has been making and selling clothes since college and selling at local craft shows, but starting the company in 2013 was something that grew out of a realization that simple, minimalist pieces were what she and others were consistently looking for.
Achieving Scale: From the small list of available products at the start the company added shoes in 2015 and bridal gowns in 2016. More products have followed since then as Pape’s profile has risen within the fashion world, especially around her commitment to “slow” fashion that’s original, not altered or recycled.
You can hear more of her story in this podcast interview.
Making the Sale:
- Company website
- Promotions on social media
- Allow for shopping options: In addition to garment type, shoppers can browse by fabric in case they’re looking for something specific.
- Tell a story: The site’s “Clothing is…” section has feedback from customers and others about what clothing means to them, a great showcase allowing people to share their own stories and opinions. That’s also seen in the “Community.”
Each retailer above has something unique to offer in its story of how it went from well-intentioned startup to successful fashion brand. Many of those lessons are applicable to those currently in the initial stages of launching their own business.
The one consistent takeaway from all these mini-case studies is that having a clearly defined mission and set of values is crucial to success. Each of the founders have found a way to explain what they want to achieve with the brand, why that’s important to them and how they are working to meet those expectations.