Fleur du Mal founder Jennifer Zuccarini on avoiding the missteps of Victoria's Secret
The Glossy Podcast · with Jennifer Zuccarini · December 11, 2019 · 37 min
Summary
This episode offers a candid look at how Fleur du Mal successfully carved out its niche by learning from the missteps of a titan like Victoria's Secret. Ecommerce operators will gain actionable insights on developing a brand strategy that prioritizes inclusivity, leverages digital marketing, and effectively challenges established market leaders by understanding evolving consumer perceptions of 'sexy' and adapting product and marketing accordingly.
Key takeaways
Develop a brand identity that genuinely resonates with contemporary consumer values, specifically moving beyond outdated or narrow definitions of aspirational beauty.
Strategically utilize web content and social media influencers to build brand awareness and connect with your target audience in a way that feels authentic and inclusive.
Prioritize product design and marketing that embraces diversity and caters to a wide range of body types to foster customer loyalty and expand your market reach.
Analyze the weaknesses of established competitors to identify opportunities for differentiation and market disruption.
Continuously monitor and adapt to shifts in consumer trends and preferences to maintain relevance and avoid the pitfalls of stagnation.
Before launching her lingerie brand Fleur du Mal, Jennifer Zuccarini had a stint at Victoria's Secret -- giving her an idea of what to avoid.
"I think people just got tired of that one note of what sexy is," said Zuccarini on this week's episode of the Glossy Podcast.
Launched in 2012, Fleur du Mal is applying all the strategies of a small brand looking to challenge a more established industry giant that's on the ropes, creating a lot of web content and tapping social media influencers to get consumers interested in the brand.
Along the way, it's avoiding Victoria's Secret's pitfall by making and marketing products for customers of all body types.
Develop a brand identity that genuinely resonates with contemporary consumer values, specifically moving beyond outdated or narrow definitions of aspirational beauty.
What does this episode say about influencer & creator?
Strategically utilize web content and social media influencers to build brand awareness and connect with your target audience in a way that feels authentic and inclusive.
What does this episode say about brand & content?
Prioritize product design and marketing that embraces diversity and caters to a wide range of body types to foster customer loyalty and expand your market reach.
What does this episode say about founder & leadership?
Analyze the weaknesses of established competitors to identify opportunities for differentiation and market disruption.
What does this episode say about dtc strategy?
Continuously monitor and adapt to shifts in consumer trends and preferences to maintain relevance and avoid the pitfalls of stagnation.
