How This Sustainable Fashion Brand Rebuilt to Bounce Back from Stagnant Sales
Shopify Masters · with Kristi Soomer · November 30, 2021 · 54 min
Summary
Encircled, a sustainable fashion brand, shares its journey of overcoming stagnant sales through strategic rebuilding. This episode offers insights into product development, designer collaborations, and the impactful role of national television exposure in revitalizing an e-commerce brand. Learn how to adapt and scale your business while maintaining core values.
Key takeaways
Implement a phased product development approach, leveraging customer feedback and designer expertise to iteratively improve offerings rather than overhauling everything at once.
Proactively seek out media opportunities like national TV appearances by clearly articulating your brand's unique story and value proposition (e.g., sustainability focus) to generate significant brand awareness and sales spikes.
Re-evaluate and refine your brand narrative and core messaging to resonate with your target audience, particularly when addressing past sales plateaus, emphasizing resilience and renewed vision.
Develop strong, collaborative relationships with designers, establishing clear communication channels and workflow processes to ensure product vision aligns with brand values and market demand.
In this episode of Shopify Masters, Kristi Soomer of Encircled shares with us the process of working with designers and how pitching her business on national TV impacted her business.
Implement a phased product development approach, leveraging customer feedback and designer expertise to iteratively improve offerings rather than overhauling everything at once.
What does this episode say about brand & content?
Proactively seek out media opportunities like national TV appearances by clearly articulating your brand's unique story and value proposition (e.g., sustainability focus) to generate significant brand awareness and sales spikes.
What does this episode say about founder & leadership?
Re-evaluate and refine your brand narrative and core messaging to resonate with your target audience, particularly when addressing past sales plateaus, emphasizing resilience and renewed vision.
What does this episode say about dtc strategy?
Develop strong, collaborative relationships with designers, establishing clear communication channels and workflow processes to ensure product vision aligns with brand values and market demand.
