In this episode, Aimée Lapic, CEO of Hanna Andersson, reveals the strategies behind building a children's apparel brand that resonates with families and fosters deep loyalty. Ecommerce operators will learn how to cultivate trust, support their customer base, and celebrate core values to drive sustainable brand growth in a competitive market.
Key takeaways
Focus on building trust and loyalty through consistent product quality and brand values that align with your target demographic (e.g., working families).
Embrace and communicate your brand's heritage, as it can be a powerful differentiator and emotional connector for customers.
Develop a brand identity that supports and celebrates your customers' lifestyles and aspirations, going beyond just selling products.
Prioritize understanding and serving the evolving needs of your customer base to maintain relevance and foster long-term relationships.
Invest in strong brand storytelling that ties into real-world values and experiences, creating an authentic connection with families.
Hanna Andersson has spent decades building a reputation for quality children's apparel that families trust and pass down from generation to generation. Aimée Lapic, CEO of Hanna Andersson, joins Retail Gets Real to discuss how the company continues to grow while staying true to its mission of championing childhood.(00:00:00) A customer-first career in retail(00:03:51) Leadership through teamwork and authenticity(00:08:50) Designing a brand around childhood(00:11:20) Turning resale into a competitive advantage(00:15:32) Building a culture designed for working families(00:20:24) What keeps customers coming backThe National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 412: How Brieane Olson is shaping the future of youth retail at Pacsun• 360: How Kendra Scott’s ‘fashion-for-philanthropy’ vision transforms communities
Focus on building trust and loyalty through consistent product quality and brand values that align with your target demographic (e.g., working families).
What does this episode say about dtc strategy?
Embrace and communicate your brand's heritage, as it can be a powerful differentiator and emotional connector for customers.
What does this episode say about customer retention?
Develop a brand identity that supports and celebrates your customers' lifestyles and aspirations, going beyond just selling products.
What does this episode say about brand & content?
Prioritize understanding and serving the evolving needs of your customer base to maintain relevance and foster long-term relationships.
What does this episode say about brand & content?
Invest in strong brand storytelling that ties into real-world values and experiences, creating an authentic connection with families.
