Norma Kamali, a veteran designer, shares how the pandemic, despite its challenges, propelled her 50-year-old brand to nearly triple its growth since 2019. The episode reveals how a forced re-evaluation of strategies and operations led to enhanced efficiency and a sharper strategic direction, highlighting the power of adaptation for established brands. Kamali also discusses her pioneering role in athleisure and e-commerce, her dedication to online channels, and her unique approach to integrating wellness into her fashion business.
Key takeaways
The COVID-19 pandemic can be a catalyst for accelerated business growth and efficiency, even for established brands, through strategic re-evaluation.
Prioritizing e-commerce and direct-to-consumer channels is crucial for modern brand longevity and growth.
Integrating wellness and a holistic approach into your brand identity can create deeper customer connections and differentiation.
Maintaining core brand values while strategically adapting to new market demands fosters resilience and enduring success.
Designing for comfort, versatility, and affordability, along with a 'timeless style,' can lead to sustained consumer relevance.
Norma Kamali may have launched her namesake fashion brand more than 50 years ago, but the last two years have presented challenges like she’s never seen before. Luckily, working through them has had positive effects on her business. “Covid and everything that went with it was -- for me, in the workplace -- like nothing [that’s come before it]. We’ve all experienced this for the first time,” she said on the latest Glossy Podcast. “It really got me to fast-forward the company to where we should be. Plus, it made us more efficient and it made us better strategically.”
It's paying off: The business has grown by almost 3X since 2019, she said. Kamali can be credited with pioneering such timely industry trends as athleisure and an e-commerce focus. And, she said, though her business has evolved, she’s held true to her core focuses. In terms of her designs, that means sticking to “clothing you feel good in, that isn’t crazy expensive and that you wear a lot,” she said. She talked more about her “classic, timeless style,” plus she explained why she’s dedicated to e-commerce channels, and how she's incorporating wellness into her fashion business. Below are additional highlights from the conversation, which have been lightly edited for clarity.
