Jeff Rudes and Tara Rudes-Dann on L’Agence’s expansion to home and beauty
The Glossy Podcast · with Jeff Rudes and Tara Rudes-Dann · August 28, 2024 · 34 min
Summary
L’Agence, a 16-year-old fashion brand, is aggressively expanding its retail footprint internationally and diversifying into new categories like home goods and beauty. The co-founders discuss their strategy for becoming a lifestyle brand, emphasizing the critical role of customer loyalty and trust in successfully launching new product lines and scaling operations. This episode offers valuable insights into brand extension and strategic growth for established DTC brands.
Key takeaways
Customer loyalty is paramount for successful brand extension; ensure consumers trust your brand implicitly before diversifying into new categories like home or beauty.
Plan international retail expansion strategically, as L'Agence is doing with new stores in Paris and Seoul, to capture global market share.
Innovate your retail experience with unique concepts like L'Agence's 'Jean Bar' to create compelling in-store destinations.
Time new product launches based on customer behavior and brand acceptance in existing categories to maximize conversion and minimize risk.
Prioritize exceptional customer service as a cornerstone for building the brand trust necessary for transitioning into a full lifestyle brand.
After 16 years in business, advanced contemporary fashion brand L’Agence is hitting the gas on growth. On top of introducing a Jean Bar retail concept, starting with a new store in L.A., the brand is expanding internationally to Europe and Asia — since early July, it’s opened stores in Paris and Seoul. Category expansion is also a key part of the strategy: In the last three years, L’Agence has launched shoes and swimwear, and it will soon introduce sleepwear, intimate apparel and belts. In addition, building on the success of a recent candle release, the brand will be going deeper into the home category. And a future beauty category, complete with cosmetics and fragrances made in Paris, is in the works.
According to L’Agence founder and chairman Jeff Rudes, customer behavior will determine the timing of the home and beauty category launches.
“She has to be so brand loyal that she’ll pick up the bottle [of perfume] at Saks and say, ‘I’ve got to try this.’ We’re not there yet,” he said. ”We’re very realistic about how to grow the brand. … She has to trust us and vote for what we’re doing. It’s all about timing. We have to get her to love more of what we’re doing, and then we’ll capture her [as a customer in other categories], for sure.” Also on the podcast, Rudes and L’Agence fashion director Tara Rudes-Dann spoke about their New York Fashion Week plans, the new standards in customer service, and the road to “lifestyle brand.”
Customer loyalty is paramount for successful brand extension; ensure consumers trust your brand implicitly before diversifying into new categories like home or beauty.
What does this episode say about retail & omnichannel?
Plan international retail expansion strategically, as L'Agence is doing with new stores in Paris and Seoul, to capture global market share.
What does this episode say about dtc strategy?
Innovate your retail experience with unique concepts like L'Agence's 'Jean Bar' to create compelling in-store destinations.
What does this episode say about brand & content?
Time new product launches based on customer behavior and brand acceptance in existing categories to maximize conversion and minimize risk.
What does this episode say about brand & content?
Prioritize exceptional customer service as a cornerstone for building the brand trust necessary for transitioning into a full lifestyle brand.
