This episode features Zara Terez Tisch, founder of Terez, who discusses navigating the brand's evolution from handbags to vibrant apparel, emphasizing a mission of spreading happiness. Discover how Terez successfully pivoted and grew, even during economic downturns, by focusing on unique designs and a strong brand identity. Learn about their strategy for standing out in a competitive activewear market and the importance of an omnichannel approach with their new flagship store.
Key takeaways
Zara Terez Tisch successfully pivoted her brand from leather handbags to apparel by identifying a market need for joyful, colorful clothing, demonstrating the importance of brand evolution based on consumer demand.
Terez differentiates itself in the saturated activewear market by focusing on a unique brand mission of spreading happiness and positivity, illustrating that a strong brand narrative can be a significant competitive advantage.
The brand effectively leverages an omnichannel strategy, with the physical flagship store serving as a direct manifestation of the brand's ethos and a driver for product categories like their kids' line.
Terez's experience highlights the power of resilient entrepreneurship, starting during a recession and adapting to market shifts while maintaining core brand values.
The founder emphasizes the importance of product innovation and understanding customer preferences, as seen in the overwhelming demand for their colorful leggings and the resurgence of their kids' business.
When Zara Terez Tisch launched her namesake brand Terez in 2008, right before the recession, her main goal was to find her light in a sea of darkness. The New York City-based brand, which initially sold leather handbags, quickly grew from operating out of her parents' basement to selling through wholesale partners. In 2012, Terez expanded into apparel and updated its mission to center on spreading happiness and positivity through clothes. While a kids' line marked the move into the new category, the overwhelming demand for the hero product led to Terez launching colorful leggings for women. That's now the brand's most popular category, according to Terez Tisch. But it's seeing competition.
"I am a big kid at heart, and … kids are a huge part of our brand's DNA," Terez Tisch said on the latest episode of The Glossy Podcast. "Since launched our first store this past fall, our kids' business has been rising once again." The flagship location, which opened in NYC's Upper East Side in September 2022, is a physical manifestation of all the best parts of the brand, she said, citing its bright decor and welcoming energy.
Zara Terez Tisch successfully pivoted her brand from leather handbags to apparel by identifying a market need for joyful, colorful clothing, demonstrating the importance of brand evolution based on consumer demand.
What does this episode say about dtc strategy?
Terez differentiates itself in the saturated activewear market by focusing on a unique brand mission of spreading happiness and positivity, illustrating that a strong brand narrative can be a significant competitive advantage.
What does this episode say about retail & omnichannel?
The brand effectively leverages an omnichannel strategy, with the physical flagship store serving as a direct manifestation of the brand's ethos and a driver for product categories like their kids' line.
What does this episode say about founder & leadership?
Terez's experience highlights the power of resilient entrepreneurship, starting during a recession and adapting to market shifts while maintaining core brand values.
What does this episode say about brand & content?
The founder emphasizes the importance of product innovation and understanding customer preferences, as seen in the overwhelming demand for their colorful leggings and the resurgence of their kids' business.
