Audra Noyes, founder of the fashion brand Audra, made the strategic decision to step away from the traditional New York Fashion Week runway after nine seasons. This episode explores her rationale for prioritizing private appointments with editors, buyers, and influencers over public shows, and delves into how a wholesale brand can cultivate direct customer relationships. It offers valuable lessons for aspiring and established fashion designers on balancing creative vision with business realities and adapting to the evolving fashion industry landscape.
Key takeaways
Traditional NYFW runway shows may not offer the best ROI for emerging or even established brands; consider alternative, more targeted presentation formats like private appointments.
Wholesale brands can foster direct and intimate customer relationships through personalized interactions, exclusive events, and direct communication channels, bypassing the traditional retail intermediary.
Strategic decision-making in fashion requires balancing creative aspirations with commercial viability and understanding when to deviate from industry norms for sustainable growth.
Building a successful fashion brand involves continuous learning and adapting, utilizing past experiences from luxury houses to inform independent ventures, and constantly questioning established practices.
Leverage direct engagement with key stakeholders (editors, buyers, influencers) in exclusive settings to maximize impact and build stronger relationships than possible in large public events.
Designer Audra Noyes has put in hours working at luxury fashion houses Lanvin and Ralph Lauren. But she's always had her sights set on putting on a fashion show of her own. And her brand, Audra, held a spot on the official NYFW runway calendar for nine seasons. But this year, she’s taken business behind closed doors, deciding not to host a show but to instead host private appointments with editors, buyers and influencers. Noyes joined the Glossy Podcast to discuss her departure from the runway, how a wholesale brand can still have a direct and intimate relationship with customers, and what she wishes she had known when she was first starting out.
Traditional NYFW runway shows may not offer the best ROI for emerging or even established brands; consider alternative, more targeted presentation formats like private appointments.
What does this episode say about brand & content?
Wholesale brands can foster direct and intimate customer relationships through personalized interactions, exclusive events, and direct communication channels, bypassing the traditional retail intermediary.
What does this episode say about founder & leadership?
Strategic decision-making in fashion requires balancing creative aspirations with commercial viability and understanding when to deviate from industry norms for sustainable growth.
What does this episode say about dtc strategy?
Building a successful fashion brand involves continuous learning and adapting, utilizing past experiences from luxury houses to inform independent ventures, and constantly questioning established practices.
What does this episode say about dtc strategy?
Leverage direct engagement with key stakeholders (editors, buyers, influencers) in exclusive settings to maximize impact and build stronger relationships than possible in large public events.
