StartUp FASHION: Do It Your Way: Recent Episodes
Nicole Giordano
Interviews with independent fashion designers who have built successful, thriving businesses from the ground up by doing things differently and making their own rules. In each episode we'll dive into topics like manufacturing your product, marketing your brand, selling more product, building your team, and leveling up your fashion business.
You’ve most likely thought about working with influencers to grow your fashion brand but have you considered implementing a brand ambassador program?
Brand ambassadors differ from influencers because rather than being paid a substantial amount of money for promoting your brand as a job, they are excited about what you offer and see their work as a fun thing to do for perks like early access, insider opportunities, free products, and small stipends. While being an influencer is a career, being a brand ambassador is a fun activity.
Are you prepared to create a brand ambassador program for your fashion business? Try out these tips to help you choose the right ambassadors.
Finding the right marketing combination for your brand is an ongoing process. And SMS marketing might be exactly what you need to add to the mix.
Text-based marketing, also known as SMS marketing, is a powerful tool that has the potential to help take your fashion brand to the next level. Take a look at these SMS marketing tips.
One crucial way to grow your fashion business in a competitive industry is by creating various revenue streams for your fashion business.
Multiple revenue streams not only help you to diversify but also provide a measure of financial security which is otherwise not possible.
Let’s take a look at 8 effective ways to add more revenue streams to your business.
We all know that your online presence is a critical part of making it possible for interested customers to find your brand.
In order to put it in front of the right people, however, you need to optimize your search engine ranking.
Here are 5 SEO tips for fashion brands to increase your search ranking and the odds that interested customers will find your brand.
In the world of fashion, having a thoughtful approach to marketing is key to staying ahead of the competition.
By playing off of pop culture trends, experimenting with new tactics, and leveraging creativity, you can design an effective marketing strategy for your fashion business.
Here are some tips you can take advantage of to improve your fashion marketing game today.
Fashion is a highly competitive industry, so that means that each loyal customer is extremely valuable.
With 80% of future profits coming from 20% of existing clients, nurturing brand loyalty should be on top of your list.
So, how do you make your brand appealing enough for the clients to come back over and over AND for them to recommend it to others? Listen in to learn all about how to build brand loyalty and grow your fashion business.
Abandoned Cart emails have the potential to greatly impact your fashion business sales conversions.
Even if you’re running a successful ecommerce shop for your fashion brand- which is a major win!- if you don’t have this email sequence set up, then you’re leaving a lot of money on the table.
Shopping cart abandonment is often an untapped space for increasing your sales.
Listen in to learn about how to create an effective abandoned cart email strategy and how you could use it to boost your fashion brand.
If you’ve followed me for any period of time, you probably know that I love a good mindset chat.
Because as you work to grow your fashion brand, you have to be more than a designer. You have to run a business.
And to do that effectively, you need to have a CEO mindset: it’s that vital attitude that helps you deal with the “business” side of your fashion brand.
Listen in to hear about some strategies for getting there.
Learning how to attract customers to your website is most likely one of your top priorities as an emerging fashion brand.
Which makes sense, because if customers can’t find you, they can’t buy from you.
But the thing is, I often hear “I need to make more sales”, which is a statement that doesn’t really get at the root of the issue.
If you are lacking in sales, you either aren't reaching people to drive to your website or you’re not converting them to customers once they visit. Or perhaps both.
in this episode I want to talk about the first part-- attracting customers to your fashion brand website.
I touch on 5 strategies to help you attract customers to your webiste, both new and returning.
In this episode, I talk about video marketing for your fashion brand.
I wouldn’t be doing my job if I didn’t talk about the impact that video can have on helping you sell more in your fashion business.
Whether we’re talking about Reels or YouTube, Website content, or any other form of video, seeing your products in motion, as well as seeing your face and hearing your voice affects your customers in a way that still images just do not.
Listen in to learn how to create a video marketing strategy for your fashion business.
In today's podcast, I'm talking about improving your email open rates so that all the time you’re putting into writing emails is actually worth it!
Here’s something you need to understand -- building relationships with customers doesn’t end with a purchase.
Post-purchase email strategy is a really important aspect of the customer journey.
Let’s talk about why a post-purchase email strategy is important for your brand and tips for creating effective post-purchase emails.
Strong email open rates are a big part of your marketing KPIs (key performance indicators).
You don’t want to ignore this if you want to see those sales.
But with so many emails landing in everyone’s inboxes every day, it can be really challenging to cut through the noise and grab the attention of your subscribers.
So, how can you make sure that your emails get opened by your newsletter subscribers?
Listen in for some tips to help you improve your email open rates.
Personalized email marketing content is a great way to make sure that your community gets emails about things they actually care about and that they can connect to, rather than generic emails that everyone is getting.
According to some studies, personalized emails tend to gain 27% higher click rates and 11% higher open rates than emails that simply go out to the entire list with no personalization at all.
As a fashion brand, you want to reach out to your audience and provide them with a strong level of connection to your brand.
Listen in to learn tips for personalizing your email marketing content.
In order for your fashion brand to grow, you need to bring in new customers who are interested in your designs.
I know, this is obvious.
But it’s not always so obvious how to do that.
One great way is to strategically use cross promotion in your business.
Using cross promotion to reach a new audience is an excellent strategy for finding people who will be interested in your brand and products and and encouraging them to check out everything you have to offer.
And I promise you, this is SO MUCH MORE than a giveaway.
Listen in to get 6 tips for using cross promotion in your fashion business.
I talk a lot about having a blueprint for how you will make more sales in your business.
It’s what I teach in the LevelUp FASHION program.
But if you’re not sure what that blueprint should look like, I’m going to break it down in this episode.
We're continuing with our three part series covering some of the major mistakes I see brands make when they are trying to generate more revenue.
I’m guessing that you feel like there’s a lot to do in order to grow the revenue in your business and you’re not quite sure what exactly needs to be done.
If that's the case, you'll want to tune into this episode!
We’re going to dive into the third and final major mistake I see over and over again that is keeping newly launched independent fashion brands from seeing those sales!
We're continuing with our three part series covering some of the major mistakes I see brands make when they are trying to generate more revenue.
I’m guessing that you feel like there’s a lot to do in order to grow the revenue in your business and you’re not quite sure what exactly needs to be done.
If that's the case, you'll want to tune into this episode!
We’re going to dive into the second major mistake I see over and over again that is keeping newly launched independent fashion brands from seeing those sales!
It's the start of a new season of the podcast! We're kicking things off with part one of a three part series covering some of the major mistakes I see brands make when they are trying to generate more revenue.
I’m guessing that you feel like there’s a lot to do in order to grow the revenue in your business and you’re not quite sure what exactly needs to be done.
If that's the case, you'll want to tune into this episode!
We’re going to dive into the first major mistake I see over and over again that is keeping newly launched independent fashion brands from seeing those sales!
This week is a solo podcast because I want to talk to you about something that comes up a lot for business owners: burn out.
As as a result, your business no longer excites you because you're so drained by all the work you have to do.
I’m sure many of you have experienced this. I know I have. And still do sometimes.
So let’s talk about it!
Because, here’s the thing...when you first started your fashion business, you may have been incredibly passionate about everything you were doing.
You were on track to do something big and exciting, and you couldn’t wait to get started!
Unfortunately, over time, that passion may wane because you find yourself bogged down by the daily responsibilities associated with keeping your business running.
In this episode I share 6 ideas to help you!
In this episode, I’m speaking with Marrisa Wilson, the Creative Director and Founder of MARRISA WILSON NY, a contemporary womenswear brand characterized by cool styling blended with funky textiles.
MARRISA WILSON NY, which was founded in 2016, is characterized by cool, relaxed styling blended with bold and funky textiles and print artwork developed in-house. Soulful sounds, vibrant artwork and installations, and eclectic interior spaces heavily influence the MARRISA WILSON NY ethos.
Marrisa was born in New Jersey to Guyanese parents, educated in New York and Paris, and is now based back in New York. As a two-time Fashion Scholarship Fund Winner, Wilson has had an impressive resume with names such as J. Mendel, Oscar de la Renta, rag & bone, DKNY and Calvin Klein.
Marrisa set out to create a brand that celebrates the multifaceted aspects of a woman's personality.
And her unique, wide-ranging life experiences serve as her motivation to unite powerful, multicultural women in order to celebrate self love and inspire a sense of community.
Marrisa and I had fantastic conversation about:
- The importance of building a business and brand from our values.
- How growing her team was a game-changer and when to know it’s the right time
- Her two most effective marketing channels for growth and sales
- The need to make sure designers of color are more accessible to consumers
- And how unlearning is just as important as learning in this industry
LINKS
Check out MARRISA WILSON NY Connect with MARRISA WILSON NY on Instagram MARRISA WILSON NY Spring 2022 NYFW Collection at September NYFW
I’m speaking with Valerie Mayén, the owner, founder + lead designer of Yellowcakeshop Clothing Co., a handmade contemporary women’s clothing line
Yellowcakeshop Clothing Co, which was founded 11 years ago, responsibly designs and produces a curated offering of essential versatile outerwear, tops, dresses, scarves and coordinating leather accessories for the everyday professional woman.
It is their mission is to help professional women simplify their wardrobe and ease the stress of getting dressed by providing key staples that will last for years to come.
Yellowcake is the antidote to today’s prevalent fast fashion. Their processes help sustain a healthier planet by saving their clients money on cost per wear.
Valerie is an alumna of Project Runway. Her garments are handmade in the United States with a keen attention to detail, superior construction, and timeless design.
Every purchase made supports Yellowcake's larger mission to alleviate social issues and environmental challenges here and abroad.
Valerie and I had fantastic conversation about:
- The process of running a handmade business
- How she works with a team of sewers to produce her products, rather than a factory
- And how she is thoughtful about what her customer needs and how she can best deliver it
Enjoy!
This week's episode is another solo mini lesson. I'm sharing with you three things that will have a major impact on the revenue in your fashion business.
It's a quick 10 minute talk through three things you can think about and apply to your own business to help you level up and reach more of your goals.
Enjoy!
In this episode I’m speaking with Nicole and Jordan Haddad, the sister-brother team behind Lobo Mau, clothing line specializing in innovative textile design.
Lobo Mau, which was founded 13 years ago, is rooted in slow fashion values. It’s a zero-waste company that works with local factories and silk screens its original textiles in-house with careful consideration of its social and environmental impact on the world.
After being named Philadelphia Magazine’s Best of Philly in sustainability in 2019, Lobo Mau took this momentum to open its flagship store in Queen Village, Philadelphia, carrying other like-minded designers and furthering the brand’s slow-fashion ethos.
The brand also has plans to expand into the homegoods market.
Nicole founded Lobo Mau after completing her Master’s in Fashion Design from Drexel University. It became an instant hit with the women of Philadelphia, and she has since cultivated close relationships with her customers.
Jordan gained his professional business development experience in the engineering & manufacturing staffing industry. After 4 years in the corporate world, Jordan went back to his small business roots and joined forces with Nicole, modeling their parents, who are Brazilian Jazz musicians and run a small business of their own.
Jordan joined Lobo Mau in 2016 and has since tripled company revenue and tripled their internal team.
Nicole, Jordan, and I had fantastic conversation about:
- Approaching sustainability in fashion without getting stuck in perfectionism.
- The process of building a team
- Why it’s important to connect with your local community
- And what’s it’s been like opening and running a flagship store
Enjoy!!
This week's episode is a little different. I'm flying solo and sharing with you 3 Major Mistakes to Avoid as an Aspiring Fashion Business.
It's a quick 10 minute talk through three things you want to make your sure avoid in order to reach your goal of launching your business!
If you want to dive deeper into these common mistakes and learn more about what you should be doing instead, I’m hosting a free class this Sunday, April 18th at 8pm ET.
I’m going to be talking about how to launch your fashion business without all the guesswork.
REGISTER HERE.
Enjoy!
In this episode I’m speaking with Abby Sugar, the founder and CEO of Play Out Apparel, an omnichannel gender-equal underwear and athleisure brand.
Abby and I had a absolutely fantastic conversation where we discussed:
- The process of going from a self-funded business to seeking investment
- How brands of any size can show up for the causes they believe in and make an impact, even without having a lot of money to donate.
- The truth about having a business partner and what that dynamic is like.
- The shift in how GenZ shops and what the means for the fashion industry moving forward.
ABOUT THE BRAND + DESIGNER
Play Out Apparel, which was incorporated in 2020, is poised to lead the new market of gender-equal fashion, offering gender-expression affirming apparel for Gen Z to shop their authentic selves while supporting their values.
Having worked as a writer, editor, and independent personal trainer, Abby is a lifelong learner and taught herself business and fashion after graduating from Barnard College in English lit.
As a Social Good Enterprise, customers choose to shop from Play Out due to their focus on sustainability and ethical manufacturing, and donation of 20% of net profits to LGBTQ+ and BLM organizations, supporting their mission to combat homophobia and transphobia through marketing, product design, and partnerships.
Play Out offers truly gender-equal clothing, including 8 styles of underwear and new athleisure apparel, with no gender categories on their website or stereotypically gendered models in their photos. Shop by Style, not by Gender.
LINKS
Check out Play Out ApparelSign up for their mailing list for 15% off your first order
Connect with Play Out Apparel on InstagramConnect with Play Out Apparel on TwitterConnect with Play Out Apparel on Pinterest
In this episode I’m speaking with Wendee Daelhousen, the owner and designer of Nuance Jewelry, a woman-owned jewelry brand that domestically designs and manufactures high-quality fashion jewelry.
Wendee and I had a fantastic conversation where we discussed:
- Shifting the consumer’s mindset to appreciate and value sustainability in fashion
- Building relationships with all the people and small businesses that are involved in producing your products
- And a different take on wholesale that not too many independent brands think about but can be really lucrative.
ABOUT THE BRAND + DESIGNER
Nuance Jewelry, which was founded 9 years ago, is carried in over 100 stores across the US and Canada and has been featured in O Magazine and InStyle, among others and seen on several hit-shows such as: Hart of Dixie, Pretty Little Liars, Revenge, and Riverdale.
Prior to launching Nuance, Wendee worked as a jewelry designer for large retailers like Anthropologie Disney, and Country Living.
Now, through Nuance Jewelry she runs a business that stands for quality, sustainability, beauty and community.
LINKS
Check out Nuance Jewelry
Connect with Nuance Jewelry on Instagram
This week's episode is a little different. I'm flying solo and sharing with you three of the most impactful lessons that helped me build my business.
It's a quick 15 minute talk through three things you can think about and apply to your own business to help you level up and reach more of your goals.
Enjoy!
In this episode, I’m speaking with Saloni Strestha, the founder and creative head of AGAATI as well as the founder of the Global Eco Artisan Awards. AGAATI is an eco-artisanal lifestyle brand committed to preserving heritage craft, elevating livelihood of artisans and making artisanal craftsmanship thrive in the fashion ecosystem.
Saloni and I had a great conversation where we discussed:
- what is like running a one-of-a-kind clothing business
- how to reassess your plans when the unexpected happens
- the deep fulfillment one feels when working with a team of talented, global artisans as partners in your business.
ABOUT THE BRAND + DESIGNER
A graduate from Parsons, The New School, Saloni was trained at fashion houses such as Oscar De La Renta, Diane Von Furstenberg, Zac Posen and Naeem Khan. She launched AGAATI 4 years ago.
Through AGAATI, Saloni plays an active role in celebrating and empowering artisans across fashion and lifestyle production.
Championing the creativity, conservation and empowerment of the artisanal community and being of service to them is her everyday mission. Which is why she recently launched the initiative - Global Eco Artisan Awards & Conference to empower and celebrate the fashion & lifestyle artisanal community.
LINKS
Check out AGAATI
Check out Global Eco Artisan Awards
Connect with AGAATI on Instagram
In this episode, I’m speaking with Alicia Goodwin, the owner and jeweler behind Lingua Nigra, a metals brand with a focus on organic, sculptural jewelry and home goods.
Alicia and I had an absolutely delightful conversation where we discussed:
- the importance of prioritizing a team
- finding your people and how that helps with growth
- how thinking about Instagram in a new way can be game changing
ABOUT THE BRAND + DESIGNER
Alicia launched Lingua Nigra 16 years ago and she has built it into a full time endeavor.
All of the work is made in the USA with high quality materials with the help of several small, family run factories.
Having started her fashion career in New York after graduating from FIT, Alicia spent many years working for brands, big and small where she accumulated a lot of knowledge and experience that she used to build her own business and brand.
Now living in Chicago, she runs her business with the help of a small team, selling online as well as at select retailers and museum shops around the world, such as The Smithsonian’s Museum of African American History.
LINKS
Check out Lingua Nigra
Connect with Lingua Nigra on Instagram
In this episode I’m speaking with Kat Williford, the owner of Pamut Apparel, a brand inspired by the connection between field and garment, with each piece being cut from natural fibers such as organic cotton, linen, and silk.
Kat and I had a fantastic conversation where we discussed:
- making a change when you’re feeling disconnected from your work
- key pillars in building a financially successful fashion business
- running a handmade brand
- how she’s glad she’s not being featured in a murder podcast!
ABOUT THE BRAND + DESIGNER
Kat launched Pamut 4 years ago and her focus had been to transform the natural fabrics of the clothing into something that drapes effortlessly across the human form. Her belief is that all bodies are beautiful and that belief defines what the team at Pamut creates.
All the garments are made in sizes 0-30, with custom sizing available. For an original take on the concept of small-batch clothing, Kat uses both ancient techniques and new technology to block print and dye many of the pieces.
Having started her fashion career as a designer for a popular mall brand, Kat came to realize that she was disconnected from the creative process and in the dark about the ethics behind the brand she was working for. She needed a change.
A move abroad inspired the launch of Pamut and return to her creative roots.
Now back in the US, Kat runs a Pamut full time, having grown it into a company that can financially support her, a company that educates people about sustainability, and a company that helps contribute to North Carolina’s textile industry.
Check out Pamut Apparel
Connect with Pamut Apparel on Instagram
In this episode I’m speaking with Crystal Cave, the founder and creative director of Poppy Row, which is a collection of modular clothing that ensures every woman feels effortlessly chic and comfortable in her own skin, regardless of her size or body type.
Crystal and I had a fantastic conversation where we discussed:
- how to truly serve your customer through your business
- the process of creating a movement more than a clothing brand
- a story about being half naked in a European bathroom!
ABOUT THE BRAND + DESIGNER
A proud supporter of the slow fashion movement, the Poppy Row line is produced in Los Angeles under the tenants of social consciousness and fair trade from eucalyptus and recycled materials.
Following her work in branding + marketing, Crystal decided to follow her dream of becoming a celebrity stylist and worked between NY and Los Angeles on the teams behind many major brands including Taylor Swift, Usher, Billboard Music Awards, and many more.
After working with women across the globe, she realized there was a real need in the marketplace for functional, transitional and stylish staples that were sustainably made. This is what led to the creation of Poppy Row.
Check out Poppy Row
Connect with Poppy Row on Instagram
Poppy Row on Youtube
Poppy Row on Pinterest
In this episode I’m speaking with Erin Carpenter, the founder of Nude Barre, which is a women's line of skin toned intimates and hosiery empowering women and allowing them to love their skin and body.
Erin and I had a fantastic conversation where we discussed:
- how life’s experiences can have a major impact on a decision to launch a brand
- the importance of keeping the customer front of mind
- the challenges of scaling a bootstrapped business
ABOUT THE BRAND + DESIGNER
Nude Barre, which was founded in 2009 and really started operating in 2012, was born from Erin’s own experiences as a professional, classically trained dancer.
Erin launched Nude Barre based on a series of embarrassing moments that she experienced where skin-toned undergarments are required but are typically made only in 1 or 2 shades of beige by major brands.
Now, through Nude Barre, Erin is on a mission to redefine the term "nude" by making skin toned options of undergarments and tights for women of ALL shades.
LINKS
Check out Nude Barre
Connect with Nude Barre on Instagram
In this episode I’m speaking with Diana LoMonaco, the founder of Classic Six, which is a brand creating thoughtfully designed capsule collections of timeless, versatile pieces, that can be styled to create endless looks.
Diana and I had a fantastic conversation where we discussed:
- the importance of celebrating the small wins
- getting creative with your business during a global pandemic
- how important it is to really connect and serve your customer
ABOUT THE BRAND + DESIGNER
Classic Six, which was founded in April of 2020, was born from Diana’s experience running a fashion blog that resulted in excessive shopping and accumulating entirely too much stuff. She realized that if she was feeling this way, others must be too. And she set out to offer something that would remove the overwhelm in their own closets.
Diana started her career designing advertising for Macy's and later left to start her own graphic design business.
Now, through Classic Six, she’s on a mission to transform the common case of “a closet full of clothes, nothing to wear” into a "highly edited closet full of purpose". In this age of fast fashion and excess, she is on a "quality over quantity" mission to take the overwhelm out of fashion.
LINKS
Check out Classic Six
Connect with Classic Six on Instagram
Read about Classic Six on Fashion Week Daily.
Watch a short video about Classic Six
In this episode I’m speaking with Hanna Baror- Padilla, the CEO and founder of Sotela, which is an inclusive made-to-order brand based out of Los Angeles that exists to celebrate the strength of the human body through clothes.
Hanna and I had a fantastic conversation where we discussed:
- the process of moving your development and production in-house
- the highs and lows of running an independent fashion business
- what it means to be a radically inclusive brand
ABOUT THE BRAND + DESIGNER
Sotela, which was founded 4 years ago, blossomed from some of Hanna’s earliest memories at her parent’s retail stores in L.A. She dreamt of having her own business and finally decided to pursue it after several years at an office job she couldn't stand.
Hanna quit her full-time job and launched Sotela the following week via a Kickstarter campaign. After achieving her campaign goal, she started production on the first Sotela collection. Six months later, the news of her pregnancy sparked a drive in her that she’d never felt before to make Sotela a full-time business.
Sotela continues to produce clothing that adapts as the individual does, offering the flexibility of 1-2 sizes in every piece without sacrificing style. Every garment is designed, cut, sewn, and sent from the Sotela studio.
LINKS
Check out Sotela
Connect with Sotela on Instagram
In this episode I’m speaking with Katherine Theobalds, the founder and creative director of Zou Xou, which is a brand that’s focused on making shoes for women who dress for themselves.
Katherine and I had a fantastic conversation where we discussed:
- the process of marketing and selling to conscious consumers
- creating a small batch production approach to business
- being happy with limiting your growth as a small business
- marketing tips from the show Mad Men
ABOUT THE BRAND + DESIGNER
Zou Xou was founded 5 years ago. Each design in the collection is combined with high quality materials and old-school craftsmanship. The collections are small batch and every pair is ethically made in Buenos Aires, Argentina.
Having grown up in Virginia, but spent a lot of time visiting her grandmother in Manhattan, Katherine considers herself half-New Yorker, and her career aspirations when she was younger could be summed up as…..moving to New York City and being fabulous.
Though she loved art and fashion, growing up in a middle class Black household with parents from an older generation, the message she received was that art and fashion were financially unstable paths that were to be avoided in favor of more practical careers.
So she put her dreams aside and settled on a degree in a hodgepodge of Social Sciences and Spanish language.
After college her love for design was reignited and she moved to New York City and enrolled in a fashion program. Now she’s running a successful shoe company , splitting her time between New York City and Buenos Aires and focusing on designing versatile footwear for women who consider practicality, comfort, and character key elements of good style.
LINKS
Check out Zou Xou
Connect with Zou Xou on Instagram
I’m speaking with Alana Oates, the creator and founder of LIani, which began as a globally inspired shoe collection and has recently expanded into accessories, consisting of handbags, jewelry and face masks.
Alana and I had a fantastic conversation where we discussed:
- the importance of infusing your values into your fashion brand and the way you operate your business
- what it's like to work with artisans and craftspeople to create your fashion collections
- why and how to build relationships with your factory and production partners
- how overnight success is not a real thing in business
ABOUT THE BRAND + DESIGNER
The Llani brand, which was founded 4 years ago, is the result of a partnership between a seasoned shoe designer, Alana, and a coterie of immensely talented artisans & craftspeople who Alana met while working in India.
Alana has worked as a shoe designer for the last 10 years and before launching Llani, she designed shoes for large retailers like Anthropologie and Gap Inc.
Now, through Llani, she’s on a mission to build a quality slow fashion brand that partners with female run and family owned factories. She travels to India as often as she can to work with her team there and sources high quality genuine materials that then get embellished by hand by these talented artisans.
LINKS
Check out Llani
Connect with Llani on Instagram