M.M.LaFleur, a brand traditionally focused on women's workwear, successfully pivoted its product strategy in response to the shift to remote work. The CEO, Sarah LaFleur, details the brand's embrace of 'Power Casual' attire, growing from 15-20% to over 50% of their business. This episode offers key lessons on agile product development, leveraging community, and integrating sustainable practices like their new peer-to-peer resale program, M.M. Second Act, to meet evolving customer demands and
Key takeaways
Prioritize agile product development to adapt to rapid market shifts, like M.M.LaFleur's pivot to 'Power Casual' that now constitutes over 50% of their business.
Implement circular economy initiatives such as peer-to-peer resale programs (e.g., M.M. Second Act) to align with sustainability values and unlock new revenue streams when technology allows.
Utilize community platforms like Slack to foster customer engagement and gather insights, strengthening brand loyalty beyond transactional relationships.
Educate customers on product care and longevity to enhance perceived value and promote sustainable consumption habits.
Be prepared to redefine traditional product categories and brand messaging to meet evolving consumer lifestyles, as M.M.LaFleur did with workwear in the remote work era.
Workwear was different when CEO Sarah LaFleur launched M.M.LaFleur, her fashion brand targeting working women.
“Dresses were the majority of our business [in 2013],” she said on the Glossy Podcast. “We didn’t even have pants until 2016.”
But now that working from home has become the norm, the brand has fully embraced casual wear. “The Power Casual category [that includes joggers, hoodies and tees] was probably 15-20% of our business going into 2020. But Covid hit, and -- boom. It's now over 50%,” she said.
Tackling change is a growing trend for the brand. In late February, it will introduce M.M. Second Act, a peer-to-peer resale program that’s been on the backburner for years.
“I always saw M.M.'s purpose in the clothing world as being not just about selling, but also about showing women how to wear it. And actually teaching women how to take care of their clothing. The final piece in clothing's journey is retiring that piece, if you're not wearing it,” said LaFleur. “It wasn't until recently, when the technology really caught up with this brand value, that we've been able to lean into [resale].”
LaFleur also discussed how Slack is fueling the brand's community and why now is the time to redefine the workwear dress code.
Prioritize agile product development to adapt to rapid market shifts, like M.M.LaFleur's pivot to 'Power Casual' that now constitutes over 50% of their business.
What does this episode say about product & merchandising?
Implement circular economy initiatives such as peer-to-peer resale programs (e.g., M.M. Second Act) to align with sustainability values and unlock new revenue streams when technology allows.
What does this episode say about brand & content?
Utilize community platforms like Slack to foster customer engagement and gather insights, strengthening brand loyalty beyond transactional relationships.
What does this episode say about customer retention?
Educate customers on product care and longevity to enhance perceived value and promote sustainable consumption habits.
What does this episode say about dtc strategy?
Be prepared to redefine traditional product categories and brand messaging to meet evolving consumer lifestyles, as M.M.LaFleur did with workwear in the remote work era.
