Emily Current and Meritt Elliott: 'There is some real validity in wholesale right now'
The Glossy Podcast · with Emily Current and Meritt Elliott · September 12, 2019 · 36 min
Summary
Emily Current and Meritt Elliott, co-founders of Current Elliott and The Great, share their 20-year journey in fashion entrepreneurship. They discuss how brand building has evolved, the strategic reasons why wholesale remains critical for modern brands despite the DTC trend, and the changing landscape of influence in fashion. This episode is a must-listen for anyone looking to understand omnichannel strategies and authentic brand growth.
Key takeaways
Wholesale isn't dead; it's a vital channel for wider market reach, brand visibility, and building strong retail partnerships, even with the rise of DTC.
Identify unmet consumer desires and create products to fill that void, as Current and Elliott did with the "boyfriend jean," to build a resonant brand.
Authentic influence in fashion has shifted; brands need to understand who truly shapes consumer preferences beyond traditional celebrity endorsements and leverage social media effectively.
Strategic brand collaborations, like Current and Elliott's work with Kate Spade and Pottery Barn, can significantly expand market reach and brand recognition.
Entrepreneurial longevity in fashion requires constant adaptation to evolving consumer behavior, technology, and retail landscapes.
Emily Current and Meritt Elliott have been business partners for 20 years, owning and running at least three companies over the timespan, while collaborating with brands including Kate Spade and Pottery Barn and styling celebs on the side. First came denim brand Current Elliott, which they sold and, soon after, launched L.A.-based apparel company The Great. "We didn't set out to get into the denim industry or disrupt the denim industry; we just knew that we couldn't find what we wanted," said Current, referring to Current Elliott introducing boyfriend jeans to the market during the heyday of "fancy" styles. In this week’s episode of the Glossy Podcast, Jill Manoff sits down with Current and Elliott to discuss how the process of building a brand has evolved, why wholesale still matters and who's really providing influence among fashion fans today.
What does this episode say about retail & omnichannel?
Wholesale isn't dead; it's a vital channel for wider market reach, brand visibility, and building strong retail partnerships, even with the rise of DTC.
What does this episode say about brand & content?
Identify unmet consumer desires and create products to fill that void, as Current and Elliott did with the "boyfriend jean," to build a resonant brand.
What does this episode say about founder & leadership?
Authentic influence in fashion has shifted; brands need to understand who truly shapes consumer preferences beyond traditional celebrity endorsements and leverage social media effectively.
What does this episode say about retail & omnichannel?
Strategic brand collaborations, like Current and Elliott's work with Kate Spade and Pottery Barn, can significantly expand market reach and brand recognition.
What does this episode say about retail & omnichannel?
Entrepreneurial longevity in fashion requires constant adaptation to evolving consumer behavior, technology, and retail landscapes.
