Tune into Lucy Aylen's journey with Never Fully Dressed as she shares key lessons from scaling a UK-based fashion brand to global recognition, including successful US market entry with new retail stores in NYC and LA. Learn how prioritizing inclusive fashion and community building has fueled 42% year-on-year growth.
Key takeaways
To successfully expand internationally, identify key fashion hubs for retail presence to build brand awareness and customer connection, as Never Fully Dressed did with NYC and LA stores.
Leverage inclusive sizing and diverse designs as a core business strategy to resonate with a broader customer base and differentiate your brand in the market.
Cultivate a strong brand community and engagement to drive loyalty and word-of-mouth marketing, crucial for growth in competitive industries like fashion.
Embrace an omnichannel retail strategy, blending online presence with physical stores, to provide a seamless customer journey and adapt to evolving market trends.
In the latest episode of the Glossy Podcast, international reporter Zofia Zwieglinska sits down with Lucy Aylen, founder of the U.K.-based fashion brand Never Fully Dressed. Known for its bold prints, size-inclusive designs and vibrant community, the 15-year-old brand has seen 42% year-on-year sales growth this year and has expanded its store footprint. Its styles, which include the popular Jaspre skirt, "boob shirt" and reversible wrap dress, have been worn by Lena Dunham and Beyoncé, among other stars.
On the podcast, Aylen discusses the brand’s U.S. expansion, including with stores in NYC's Nolita neighborhood and L.A.'s Melrose Place, both of which opened in June. In addition, she offers advice for aspiring entrepreneurs. For her part, Aylen started her brand with a stall in London's Spitalfields market. Tune in to learn how Aylen is building her brand while prioritizing inclusive fashion and community-building.
What does this episode say about retail & omnichannel?
To successfully expand internationally, identify key fashion hubs for retail presence to build brand awareness and customer connection, as Never Fully Dressed did with NYC and LA stores.
What does this episode say about brand & content?
Leverage inclusive sizing and diverse designs as a core business strategy to resonate with a broader customer base and differentiate your brand in the market.
What does this episode say about founder & leadership?
Cultivate a strong brand community and engagement to drive loyalty and word-of-mouth marketing, crucial for growth in competitive industries like fashion.
What does this episode say about retail & omnichannel?
Embrace an omnichannel retail strategy, blending online presence with physical stores, to provide a seamless customer journey and adapt to evolving market trends.
