Kerry O'Brien, founder of Commando, shares her perspective on the future of fashion retail, predicting a strong resurgence for independent boutiques post-pandemic. She highlights shifts in consumer preferences towards comfort and transparency, and discusses Commando's direct-to-consumer and wholesale strategies. This episode offers valuable insights for e-commerce operators navigating changing retail landscapes and evolving consumer demands.
Key takeaways
Boutiques that survive the current economic climate are poised for a resurgence as consumers seek personalized shopping experiences and local connections.
Consumer preferences are shifting towards comfort and transparency regarding product origins; brands should adapt their offerings and messaging accordingly.
Leverage diverse retail channels (boutiques, department stores, online) to maximize reach and cater to different customer segments.
Prioritize local resources and talent where possible, as demonstrated by Commando's local model for a photoshoot, to navigate operational challenges and support community.
Emphasize unique brand stories and manufacturing ethics, as Commando does with its US manufacturing and European fabric sourcing, to resonate with discerning consumers.
In fashion, the small businesses have suffered more than the big ones since March.
But Commando founder Kerry O'Brien thinks that, for those boutiques that can survive a tortuous shutdown, the other side will be a lot brighter. "I think they're going to have a resurgence if they can make it through these times," she said. "Women are going to want to go to their local shop, and they're going to want to have a conversation with someone they know in a small setting."
Boutiques were where Commando, which started off in the underwear category, got its start. It's still carried in more than 1,000 boutiques, as well as at major department stores.
O'Brien launched the company in 2003, a few years after having quit her job at public relations giant Edelman the day after 9/11.
The company has since grown, playing a role in the surge in popularity of bike shorts, according to O'Brien. Bella Hadid wore a pair by Commando at Paris Fashion Week in 2017.
O'Brien thinks women shopping for clothes are now looking for two things: comfort and transparency about where the clothes came from. Commando manufactures its products in the United States and imports most fabrics from Europe.
With the pandemic keeping retail foot traffic down, she's been spending most of her time at the company's home base in Burlington, Vermont. For a recent photo shoot, O'Brien said, "We used a local model. We can't bring in a New York City model, because they would have to quarantine."
What does this episode say about retail & omnichannel?
Boutiques that survive the current economic climate are poised for a resurgence as consumers seek personalized shopping experiences and local connections.
What does this episode say about brand & content?
Consumer preferences are shifting towards comfort and transparency regarding product origins; brands should adapt their offerings and messaging accordingly.
What does this episode say about founder & leadership?
Leverage diverse retail channels (boutiques, department stores, online) to maximize reach and cater to different customer segments.
What does this episode say about retail & omnichannel?
Prioritize local resources and talent where possible, as demonstrated by Commando's local model for a photoshoot, to navigate operational challenges and support community.
What does this episode say about retail & omnichannel?
Emphasize unique brand stories and manufacturing ethics, as Commando does with its US manufacturing and European fabric sourcing, to resonate with discerning consumers.
