Designer Daniella Kallmeyer: 'You could become irrelevant' if you don't take a social stand
The Glossy Podcast · with Daniella Kallmeyer · October 28, 2020 · 40 min
Summary
In today's landscape, brand relevance hinges on taking clear social and political stances. Daniella Kallmeyer's journey illustrates how embracing personal values and vocal authenticity can strengthen customer connections and drive growth, particularly amidst crises. Operators should consider how their brand's voice aligns with current consumer expectations to avoid becoming
Key takeaways
Evaluate your brand's stance on social and political issues; remaining neutral can lead to irrelevance in the eyes of modern consumers.
Embrace authenticity and transparency in your brand's communication, as this can foster deeper connections and appreciation from your audience, turning challenges into opportunities for engagement.
Develop digital services and online engagement strategies to maintain customer relationships and business continuity, especially when physical retail is disrupted.
Recognize that crises like pandemics necessitate swift adaptation and a willingness to integrate personal and political views into brand messaging to stay relevant and resilient.
Don't be afraid to share your personal experiences and political views if they align with your brand's values; this can resonate deeply with customers who appreciate genuine connections.
It took a pandemic for Daniella Kallmeyer to put more of her own voice in the self-named fashion brand she started in 2012.
"I'm being more vocal about my personal experience and my political views," Kallmeyer said on the Glossy Podcast. "I've given some really raw interviews over the past couple of months, and I certainly have had people reach out to me and tell me how much they appreciate that."
Taking a stand on social issues is a big part of what companies are expected to do now, she said. And for those that don't? "You could become irrelevant."
Kallmeyer had projected "major growth" for the calendar year -- "January was our best month in business, to date," she said -- but then the pandemic hit. Since March, she has temporarily closed and reopened the company's newly opened physical store, and has launched a range of digital services for Kallmeyer customers.
Evaluate your brand's stance on social and political issues; remaining neutral can lead to irrelevance in the eyes of modern consumers.
What does this episode say about dtc strategy?
Embrace authenticity and transparency in your brand's communication, as this can foster deeper connections and appreciation from your audience, turning challenges into opportunities for engagement.
What does this episode say about retail & omnichannel?
Develop digital services and online engagement strategies to maintain customer relationships and business continuity, especially when physical retail is disrupted.
What does this episode say about founder & leadership?
Recognize that crises like pandemics necessitate swift adaptation and a willingness to integrate personal and political views into brand messaging to stay relevant and resilient.
What does this episode say about brand & content?
Don't be afraid to share your personal experiences and political views if they align with your brand's values; this can resonate deeply with customers who appreciate genuine connections.
