Michael Costello, a Project Runway alum, has successfully built a fashion empire by strategically balancing high-end couture with accessible mass-market designs. This episode unpacks his journey from reality TV to securing coveted placements at Saks Fifth Avenue and becoming a best-selling Revolve brand, highlighting the critical role of diversified retail strategies and brand positioning in achieving industry recognition and sustained growth.
Key takeaways
Diversify your retail channels: Costello successfully targets both luxury and mass markets through his namesake brand at Saks and his collaboration with Revolve, reaching broader customer segments.
Strategic partnerships are key: Aligning with platforms like Revolve can provide a consistent revenue stream and expand brand reach beyond your direct-to-consumer efforts.
Department store placements build legitimacy: Landing in high-end retailers like Saks Fifth Avenue can be a "made it" moment, signaling brand credibility and elevating perception.
Inclusive sizing broadens appeal: Catering to a wider range of body types, including extended and plus sizes, significantly expands your potential customer base and market share.
Evolve event strategies for impact: Shift from "fun" to "impact" by tailoring events like Fashion Week to foster deeper relationships with long-term customers and buyers, focusing on concrete business outcomes.
Fashion designer Michael Costello came onto the scene by way of "Project Runway" in 2010. Now, his namesake brand, best known for glamorous, sexy dresses and inclusive sizes, is sold at Saks Fifth Avenue. Plus, he's behind Revolve's best-selling brand. "I have the best of both worlds," he said, regarding designing for both his namesake brand and Revolve. "I get to create fantasy and high-end glamour, and really live out the things that come into my mind and that I dream about, which is the couture and over-the-top, gorgeous gowns. But I also get to make things that everyone can wear, [for Revolve]," he said.
Costello has sold at Revolve for the past six years, creating 120-180 exclusive pieces for the retailer per month. And in 2022, his brand was picked up by Saks, which he calls his “I made it” moment.
In September, Costello will be participating in New York Fashion Week, after stepping away for three seasons before taking part in Revolve Gallery in September 2022. He plans to leverage a more intimate show format than in seasons past, to cater to long-term customers and buyers. "We want to see the impact this time. Before it was all for fun," he said.
What does this episode say about retail & omnichannel?
Diversify your retail channels: Costello successfully targets both luxury and mass markets through his namesake brand at Saks and his collaboration with Revolve, reaching broader customer segments.
What does this episode say about brand & content?
Strategic partnerships are key: Aligning with platforms like Revolve can provide a consistent revenue stream and expand brand reach beyond your direct-to-consumer efforts.
What does this episode say about founder & leadership?
Department store placements build legitimacy: Landing in high-end retailers like Saks Fifth Avenue can be a "made it" moment, signaling brand credibility and elevating perception.
What does this episode say about retail & omnichannel?
Inclusive sizing broadens appeal: Catering to a wider range of body types, including extended and plus sizes, significantly expands your potential customer base and market share.
What does this episode say about retail & omnichannel?
Evolve event strategies for impact: Shift from "fun" to "impact" by tailoring events like Fashion Week to foster deeper relationships with long-term customers and buyers, focusing on concrete business outcomes.
