JJ Martin, founder of La DoubleJ, demonstrates how to build a thriving fashion and home goods brand by challenging traditional retail norms and championing local craftsmanship. The episode highlights La DoubleJ's impressive e-commerce growth, its unique approach to brand storytelling, and Martin's vision for a personalized, experience-driven future for retail, urging operators to move beyond outdated marketing tactics.
Key takeaways
Prioritize authentic brand storytelling by integrating heritage and local craftsmanship into your product and marketing, as La DoubleJ did by co-branding with 120-year-old Italian silk factories.
Critically evaluate traditional retail partnerships and marketing strategies, opting for personalized approaches over generic tactics like in-store cocktail parties that no longer resonate with modern consumers.
Drive e-commerce growth by building a strong direct-to-consumer channel, leveraging unique brand identity, and focusing on customer experience, proven by La DoubleJ's record online sales even during challenging periods.
Differentiate your brand by weaving in unique, resonant elements beyond your product, such as La DoubleJ's integration of mental health advocacy into its brand narrative.
Embrace an unconventional entrepreneurial path, starting lean (e.g., selling vintage online) and evolving your business model while staying true to your vision, as JJ Martin did from journalist to successful brand founder.
J.J. Martin, founder and creative director of Milan-based fashion and home goods brand La DoubleJ, didn’t take the traditional path to launching her company. And now, six years in, she’s determined to run it her own way. “I started this company selling vintage clothing and vintage jewelry online,” she said on the Glossy Podcast. Prior, she had spent 15 years as a journalist, writing for publications including Harper's Bazaar, the Wall Street Journal and Wallpaper Magazine. “At the time, Italy was really starting to feel the crunch from Asia and the competition there. A lot of [Italian] factories were closing, mills were closing, and it kind of became my pursuit to sort of cheerlead for Milan, cheerlead for Italians. So we started doing a lot of co-branding [with suppliers] -- for example, working with a 120-year-old silk factory [to make styles] and then calling [the factory] out on little hang tags.”
Since, the results have proven popular -- even during the pandemic. According to Martin, La DoubleJ saw record sales on its site in January, and in the last year, its e-commerce sales have grown “by leaps and bounds.”
La DoubleJ has yet to invest in its own physical stores, but it has linked with select wholesale partners. They don’t include “generic, bigger stores” with outdated approaches to marketing brands, Martin said.
“[Those retailers] are just like, ‘We’re going to have a cocktail party in our store to drive people to the sales floor. But, who wants to go into a store for a cocktail party? Nobody wants to do that; that is very 1999. It is time to rethink the entire retail experience.”
Martin discussed her own approach to marketing, which is more personal and, uniquely for a fashion brand, promotes mental health.
Prioritize authentic brand storytelling by integrating heritage and local craftsmanship into your product and marketing, as La DoubleJ did by co-branding with 120-year-old Italian silk factories.
What does this episode say about retail & omnichannel?
Critically evaluate traditional retail partnerships and marketing strategies, opting for personalized approaches over generic tactics like in-store cocktail parties that no longer resonate with modern consumers.
What does this episode say about brand & content?
Drive e-commerce growth by building a strong direct-to-consumer channel, leveraging unique brand identity, and focusing on customer experience, proven by La DoubleJ's record online sales even during challenging periods.
What does this episode say about founder & leadership?
Differentiate your brand by weaving in unique, resonant elements beyond your product, such as La DoubleJ's integration of mental health advocacy into its brand narrative.
What does this episode say about dtc strategy?
Embrace an unconventional entrepreneurial path, starting lean (e.g., selling vintage online) and evolving your business model while staying true to your vision, as JJ Martin did from journalist to successful brand founder.
