Apparis co-founder Lauren Nouchi shares how focusing on a hero product—a colorful faux fur coat offered at a third of competitors' prices—catapulted their brand to success. This strategy facilitated partnerships with major retailers like Bloomingdale's and Saks Fifth Avenue, providing crucial visibility without a marketing budget. The episode details their evolution from wholesale to a balanced omnichannel approach, expanding their product line, and prioritizing conscious production while maintaining affordability.
Key takeaways
Identify and lean into a 'hero product' that offers a clear competitive advantage (e.g., price, ethical materials) to rapidly gain market traction and retailer interest.
Leverage wholesale partnerships with established retailers to build brand visibility and credibility, especially in the absence of a large marketing budget.
Strategically evolve your distribution, balancing wholesale success with a robust DTC channel through website optimization and compelling brand storytelling.
Expand your product line thoughtfully, diversifying beyond your hero product while maintaining brand identity and customer appeal.
Prioritize conscious production and ethical sourcing as a core brand differentiator to attract values-driven consumers and retailers.
Lauren Nouchi and Amélie Brick technically founded their fashion brand, Apparis, in 2016. But it wasn’t until 2018 that it took off, driven by the popularity of a single style: a colorful faux fur coat. “At the time, it was a third of the price of any competitors,” Nouchi said on the latest episode of the Glossy Podcast. Along with affordability, quality and style, the coat’s ethical materials made it a draw for both consumers and retailers. Bloomingdale’s was the first to buy into the brand, followed by Saks Fifth Avenue. “We had no marketing budget, so having our product in those doors helped us grow our visibility and credibility as a brand,” Nouchi said. “It would have taken us years to do that with just our DTC business.”
Today, Apparis continues to sell through retailers including Nordstrom and Elyse Walker, but the founders have upped their focus on direct-to-consumer sales; in 2023, they updated the brand’s website, among other elements, to better tell the brand story and support the direct side of the business. They’ve also expanded the brand far beyond a coat. According to Nouchi, outerwear currently makes up 50% of the business, followed by winter accessories and home goods at 25% each. On the podcast, Nouchi discussed Apparis’s evolution and strategies, including its fundraising approach, its prioritization of conscious production and its marketing plans for 2024.
Identify and lean into a 'hero product' that offers a clear competitive advantage (e.g., price, ethical materials) to rapidly gain market traction and retailer interest.
What does this episode say about retail & omnichannel?
Leverage wholesale partnerships with established retailers to build brand visibility and credibility, especially in the absence of a large marketing budget.
What does this episode say about brand & content?
Strategically evolve your distribution, balancing wholesale success with a robust DTC channel through website optimization and compelling brand storytelling.
What does this episode say about product & merchandising?
Expand your product line thoughtfully, diversifying beyond your hero product while maintaining brand identity and customer appeal.
What does this episode say about dtc strategy?
Prioritize conscious production and ethical sourcing as a core brand differentiator to attract values-driven consumers and retailers.
