Hervé Léger's Melissa Lefere-Cobb and Michelle Ochs on reviving the brand with ‘product, price and PR’
The Glossy Podcast · with Melissa Lefere-Cobb and Michelle Ochs · November 1, 2023 · 42 min
Summary
Hervé Léger's revival demonstrates the power of strategic brand reinvention through a "product, price, and PR" approach. This episode reveals how focusing on celebrity influence and creative direction can successfully reintroduce a heritage brand to a new generation, offering valuable lessons for ecommerce operators looking to refresh their brand image and expand their market reach.
Key takeaways
Leverage celebrity stylists and influencers to generate buzz and reintroduce your brand to a wider audience, echoing Hervé Léger's strategy with Law Roach and Jennifer Lopez.
Collaborate with fresh creative talent, like Michelle Ochs, to modernize product lines while safeguarding brand heritage, ensuring relevance to contemporary consumers.
Prioritize strategic PR placements in key publications (e.g., Us Magazine) to amplify brand visibility and validate your brand's resurgence.
Explore product category and international expansion to diversify your offerings and tap into new markets once brand momentum is re-established.
Balance heritage elements with innovative designs to appeal to both loyal customers and new demographics, as Hervé Léger is doing beyond the "bandage dress."
For Hervé Léger, the early aughts — and its big celeb-driven PR moments — are back. “I wanted to be back in Us Magazine,” said Melissa LeFere-Cobb, division head of Hervé Léger, while discussing her plans to reignite the brand on the Glossy Podcast. She was referencing Hervé Léger’s original heyday, when the brand’s signature bandage dresses were a style staple for every “it” girl from Paris Hilton to Britney Spears. In 2021, three years after stepping into her role and getting the brand’s new products into the hands of stylist Law Roach and others with fashion influence, LeFere-Cobb’s wish came true. Celebs including Jennifer Lopez began re-embracing the brand, and Us, among other publications, took notice.
“The bandage dress will always be a pillar” of Hervé Léger, said Michelle Ochs, who was enlisted by LeFere-Cobb to join the brand as creative director in June. Prior, she was one-half of the creative duo behind the fashion brand Cushnie et Ochs, before going solo via the Et Ochs brand in 2021.
However, today, thanks in large part to the fresh eye that Ochs is bringing to its collections, Hervé Léger is much more than body-con minidresses — and it’s in growth mode. Together, LeFere-Cobb and Ochs are setting plans for product category and international expansion as they build toward the brand’s next great era. This episode was recorded during a Glossy+ member event at the Hervé Léger showroom in the Empire State Building.
Leverage celebrity stylists and influencers to generate buzz and reintroduce your brand to a wider audience, echoing Hervé Léger's strategy with Law Roach and Jennifer Lopez.
What does this episode say about influencer & creator?
Collaborate with fresh creative talent, like Michelle Ochs, to modernize product lines while safeguarding brand heritage, ensuring relevance to contemporary consumers.
What does this episode say about retail & omnichannel?
Prioritize strategic PR placements in key publications (e.g., Us Magazine) to amplify brand visibility and validate your brand's resurgence.
What does this episode say about product & merchandising?
Explore product category and international expansion to diversify your offerings and tap into new markets once brand momentum is re-established.
What does this episode say about brand & content?
Balance heritage elements with innovative designs to appeal to both loyal customers and new demographics, as Hervé Léger is doing beyond the "bandage dress."
