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Gardoré on their Market for Professional Women's Clothing - DTCDaily

ElizabethDalese Kasım 30, 2021

Gardoré on their Market for Professional Women's Clothing - DTCDaily

Gardoré on their Market for Professional Women's Clothing - DTCDaily

Posted: 17 Apr 2019 06:10 AM PDT

Gardore

In this piece, Laura Cordes, co-founder, Gardoré, speaks to DTC Daily about the journey of her business, the first platform specialising in fashion apparel and accessories for business women. Gardoré is an e-commerce marketplace currently working with 25 partners including independent designers, retailers, and big brands including Boss, Tommy Hilfiger, and Daniel Hechter. In this Q&A, we learn how the business has grown to date and its plans for the future. 

DTC Daily: Why did you establish Gardoré? Why did you set it up as an online business?

Laura Cordes: When I worked as a consultant for big corporations in Germany, I realised myself how difficult it is – especially as a woman – to find nice and appropriate clothes for work. First, I thought it was only me who didn't know yet what and where to shop. But I found out that my female colleagues and friends had the same issues, so I started to look for a solution and didn't find any. I felt we needed a solution, something that makes it easer for women to find the right outfits for work since our clothing has such a strong effect on others, but also on ourselves. The right outfit can be a real self-confidence booster. My co-founder Anna had a similar experience, even before we knew each other. So we joined forces to help women find their 'powerstyle', as we call it. We offer our solution online because that way our customers can reach out to us from any location anytime.

How has Gardoré grown to date? What role have Antler played in supporting this growth?

For quite a while we bootstrapped Gardoré and grew only organically. Antler allowed us to invest some first money into the development of the venture. What was at least of the same importance was the support of the Antler team during the programme. We could challenge our strategy and concept with real experts and got a lot of valuable input on different questions we were facing. On top of that, Antler has a huge network, which is always helpful.

What have been the most effective marketing channels for acquiring new customers and driving growth?

For us, content marketing works very well. Women have a lot of questions and insecurities around the topic of business fashion. They also value adequate and shoppable inspiration a lot. We create high-quality content to give orientation and inspiration. This is mainly shared through our social media channels and email.

How are you using data from the Gardoré platform to help continue your growth and product offering?

Data is very important to better understand what really creates value for our customers. How is it easier to use our platform? Which products are demanded a lot? What are topics that come with the most open questions? In addition, data is important to match individual customers with the relevant products for them personally. There's a lot of potential in data to really improve the customer experience in the shopping process.

What does the future hold for Gardoré?

Gardoré will become the world's platform to empower professional women through style.

Nike's fix for boosting sales at home: Women - CNBC

Posted: 17 Apr 2019 04:00 AM PDT

Nike is making a bigger, bolder investment in women. And it's using sports as one way to get to them.

The athletic apparel giant last week hosted the 2019 WNBA draft from a basketball court inside its New York headquarters, about two years into its deal to be the exclusive on-court uniform and clothing retailer for the league.

That same day, it hosted a panel where it brought into its office renowned, female basketball players including: Sheryl Swoopes, the first player to be signed in the WNBA when it was created in 1996; Sue Bird, an American-Israeli player and Olympic gold medalist; and Kia Nurse, a 23-year-old who's already been drafted into the WNBA. They all sat alongside the head of Nike's women's division, Rosemary St. Clair, to talk about the importance of getting more women into sports.

"A lot of girls drop out [of sports]," St. Clair told the audience. "They're up against a lot of barriers. ... I'm concerned about the parents wanting [their children] to do something more girly."

She went on to discuss some of the investments Nike is making now to try to dispute the idea that sports aren't as much for women as they are for men. That includes an outreach program the retailer is introducing where it sends athletes, as mentors, out to junior high and middle schools to talk to young girls about how to take their participation in sports to the next level. It's all about, "How do we help the next [generation] come up and learn the power of sport?" she said.

Nike's work with the WNBA is just one example of a growing list of moves the retailer is making to show it can cater to women more than it has in the past. And as Nike is looking for new pockets of growth in North America, women's could be one of them. But it won't be a guaranteed success overnight.

"It's very hard for a company like Nike ... that's very male, macho ... to make the turn," to focus more on women, Erich Joachimsthaler, the CEO and founder of branding agency Vivaldi, said. "In all due respect, they've done a lot to try to do it, though. I have to give them a lot of credit."

To amass more female customers, and keep them loyal, Nike should stay on the course of being an "inspirational" brand, Joachimsthaler said. "Targeting women is very different. You can't just rely on the major sports. ... They have to be more approachable."

Nike is taking steps to do just that.

Those include: rolling out dozens of new styles of sports bras in extended sizes, adding a new line of yoga pants, outfitting 14 of the two dozen national teams playing in the 2019 FIFA Women's World Cup this summer and — maybe the most notable move of all — launching an ad campaign in February starring tennis champion Serena Williams, dubbed "Dream Crazier," acknowledging female athletes like gymnast Simone Biles, who arguably don't receive as much acclaim as men for their achievements.

"There is momentum right now around women in sport," St. Clair said. "We want to be inspiring, and we also want to invest [in the opportunity]. ... We have made some edits and shifts within Nike to get after that opportunity."

In the video with Williams, which quickly went viral when it was debuted during the Oscars, the tennis champion says: "If we show emotion, we're called dramatic. If we want to play against men, we're nuts. And if we dream of equal opportunity, delusional. When we stand for something, we're unhinged. When we're too good, there's something wrong with us. And if we get angry, we're hysterical, irrational, or just being crazy. ... So if they want to call you crazy, fine, show them what crazy can do."

"That really has been a call to action internally ... and among consumers," St. Clair said about the response to the ad, which became the No. 1 most-engaged film Nike has ever made.

Today, Nike's women's lines still represent less than 25 percent of Nike's total sales. But the overall market for women's shoes and clothing in the U.S. is much larger than that of men's, giving Nike plenty of room to run. It sees the opportunity to grab a greater share of the women's athletic apparel and sneaker market, as women are flocking to comfier clothes and accessories to wear not just to workouts, but also outside of the gym.

"When you're the size of Nike, every opportunity is important," Nomura Instinet analyst Simeon Siegel said. "You can't grow a $30 billion business without looking for expansion elsewhere. ... As big companies look for growth, they get to a point where their core areas of dominance aren't enough."

The retail giant, bringing in $36.4 billion in sales in 2018, holds 18.3 percent of the overall sportswear market in the U.S., which includes apparel and footwear, according to data compiled by Euromonitor. German rival Adidas is second with 6 percent, Under Armour with 4.1 percent, Skechers with 2.6 percent and leggings-maker Lululemon with 1.9 percent as of the end of 2018, according to the firm.

And within sportswear, a so-called athleisure movement has been what's driving the apparel industry of late, analysts say. Activewear grew to represent nearly a quarter of total apparel industry sales in the U.S. at the end of 2018, NPD Group said, and is forecast to grow through this year. NPD Group also said active bottoms and leggings alone make up a $1 billion industry.

"We see women embracing the sneaker culture more and more every day," Nike CEO Mark Parker told analysts during a recent post-earnings conference call. "A huge priority is editing and shifting the resources we have internally to serve women more completely. ... [This is a] huge opportunity for us going forward as we shift focus."

What Parker means by "sneaker culture" is that more women, not just men, are collecting signature shoes when they go on sale, building out a collection of rare sneakers they can tout to their friends or other "sneakerheads." There's also an element of fashion at play, with more women donning sneakers, like a neon-colored Nike Air Max, with floral dresses and jumpsuits. Sneakers are having a fashion moment.

This "editing and shifting" Parker talks about will mean Nike is treading a lot more closely along Lululemon's turf, which is already well-established with female shoppers as a destination for its yoga pants and sports bras. Under Armour has, meanwhile, said it plans to invest more in women's apparel and accessories, seeing some of the same growth opportunities as Nike. And then there's a whole host of smaller, athletic apparel brands like Outdoor Voices, Sweaty Betty and Bandier that have incredible street cred in the industry among women frequenting Equinox fitness classes and SoulCycle.

Adidas also recently announced a new partnership and creative collaboration with singer Beyonce, while two-time Grand Slam tennis champion Naomi Osaka earlier this month signed with Nike.

"These are influencers to that next generation," St. Clair said about Osaka and Williams. "We'll continue to lead sneaker culture. And we'll continue to invest and partner with those athletes."

During its fiscal third quarter, Nike said the women's category was over-indexing men's in terms of growth, though it didn't provide specific revenue numbers. It said sales for its "Jordan" brand for women were up a double-digit percentage. Parker added there has been a "strong response to the Nike yoga collection and the tight business."

Just within the sports bra category, there's a huge opportunity for companies — like Nike — to capitalize on a white space in the market, analysts say. That's why Nike is making bigger bets there now, adding more high-impact bras that fit women of all different shapes and sizes. "We see market share up for grabs given the increasing fragmentation of the intimates space," especially with Victoria's Secret struggling, Jefferies analyst Randy Konik said.

Nike won't be handed a share of the women's market. It'll have to fight for it, paying close attention to what companies like Adidas and Under Armour are doing in that space. And it certainly needs to make sure it stays out of the spotlight for scandal and gender discrimination, which it dealt with for much of 2018.

A string of executives, including Nike brand president Trevor Edwards, left Nike last year following reports of inappropriate behavior and poor workplace conduct. Parker has since said the company is taking its corporate culture more seriously. Analysts say this was more of a stumbling block for Nike, and should serve as a lesson for the firm, rather than having any grander impact on sales.

"I don't think this becomes part of this mindset when [customers] make a decision in stores," branding expert Vivaldi said.

A bigger bet on women could, ultimately, give Nike the boost it needs in the U.S., where sales growth is expected to slow during the current quarter. Nike up until last summer was up against three consecutive quarters of sales declines in its home turf, following a series of wholesaler bankruptcies that forced the company to pivot to selling more directly to customers.

Last June, Nike said sales were finally starting to grow again in North America, citing momentum in its direct-to-consumer business. But more recently, sales in that geography haven't met expectations. In the latest quarter, its North American sales were up 7 percent, while some analysts had been calling for growth there of as much as 10 percent.

"If you look at the core men's business ... they are getting those ducks in a row," Susquehanna International Group analyst Sam Poser said. "At the same time, they are starting to realize some of the women's [footwear and apparel] that they've tested ... is working. Now Nike is saying: 'We have this idea with women's. We are going to step on it because we haven't been as successful here.'"

"I think this [move into women's] is a natural evolution for Nike," he added. "I think they've had bigger fish to fry over the last couple of years."

Nike shares have rallied a little more than 25 percent over the past 12 months, outpacing the S&P 500 Retail ETF's (XRT's) growth of less than 1 percent.

Women’s apparel brand Lulus coming to Lehigh Valley, hiring 450 - Allentown Morning Call

Posted: 17 Apr 2019 08:12 AM PDT

"At Lulus we are committed to delivering an unparalleled customer experience, and in today's world that means getting our clothing and accessories out to our customers as soon as possible," said Colleen Winter, co-founder and CEO of Lulus. "By opening our new facility in Palmer Township, we will now be able to vastly improve our shipping windows to ensure that we are always there to dress the Lulus woman, from day to night, to everything in-between."

3 new spots to score apparel in Los Angeles - Hoodline

Posted: 16 Apr 2019 10:26 PM PDT

If you've got apparel on the brain, you're in luck: we've found the freshest Los Angeles options to check out. Read on for the newest places to visit the next time you're searching for apparel around town.

Vintage Soul

3460 Wilshire Blvd., Suite 158, Koreatown

Photo: Vintage Soul/Yelp

Vintage Soul is a used, vintage and consignment spot, offering men's clothing and women's clothing.

The curated shop is a non-profit vintage store. One hundred percent of the store's proceeds benefit Koreatown Youth and Community Center's programs for low-income youth.

Vintage Soul's current Yelp rating of five stars out of six reviews indicates positive attention from users.

Yelper Kathleen H., who reviewed Vintage Soul on March 27, wrote, "It carries everything from higher priced designer items to more affordable pieces. All proceeds go towards youth programs in the community so your dollars help a charitable cause! It's cashless so make sure to bring your card/Apple Pay."

Rachel L. noted, "My favorite place to shop in Koreatown! The space is small but beautiful and well thought out. Their inventory is massive and well curated from rare vintage t-shirts and jeans to mid-range contemporary designer brands to Celine, Chanel, and Bottega Veneta. They also carry amazing shoes, bags, sunglasses, and jewelry. Everything is in great condition and reasonably priced."

Vintage Soul is open from 11 a.m.–7 p.m. on weekdays and noon–5 p.m. on Saturday. (It's closed on Sunday.)

Proconsul Clothing

144 S. La Brea Ave., Hancock Park

Photo: Alden H./Yelp

Proconsul Clothing is a spot to score men's clothing and accessories.

The clothing store sells everyday and special occasion menswear. It carries brands such as Alden Shoe Co, Bleu de Chauffe, Tricker's, Wolverine and Proconsul.

Proconsul Clothing's current Yelp rating of five stars out of three reviews indicates positive attention from users.

Yelper Haute H., who reviewed Proconsul Clothing on Nov. 19, wrote, "Not for the Zara man, this store is for a man with taste who invests in his wardrobe. They have quality leather jackets that can be custom made and my fave shoe designer, Alden. Most of the brands are made in America and they have their own line of selvedge denim."

Stephanie S. noted, "First of all, this store has a thoughtfully designed aesthetic, really cool and sophisticated. We found what might be the best-fitting flannel shirt my husband has ever purchased, an equally superb jacket and dress boots, all of exceptional quality."

Proconsul Clothing is open from 11 a.m.–7 p.m. on Monday-Saturday and noon–6 p.m. on Sunday.

Anthropologie

10250 Santa Monica Blvd., Century City

Photo: Cathy M./Yelp

Anthropologie is a spot to score women's clothing and more.

Located in the Westfield Century City Mall features a BHLDN wedding shop, a beauty boutique and a nature-inspired shop in addition to its selection of women's clothing.

With a 4.5-star Yelp rating out of six reviews on Yelp, Anthropologie has been getting positive attention.

Yelper Steph H., who was one of the first users to visit Anthropologie on Oct. 25, wrote, "This is the best Anthro I have been to. Not only is it way bigger than usual, the product selection is top notch. They have a large denim section with some of my favorite brands like Mother, Citizens & Paige."

Loni L. noted, "This Anthro has a BHLDN, so you have a one-stop shop. They have the terrain  — a room full of absolute nature goodness. Plants, decor, handmade candles and more. So beautiful! The whole store in itself is fully stocked with all brand-new items and kept so tidy."

Anthropologie is open from 10 a.m.–9 p.m. on Monday-Thursday and 10 a.m.–10 p.m. on Friday and Saturday. (It's closed on Sunday.)

This story was created automatically using local business data, then reviewed and augmented by an editor. Click here for more about what we're doing. Got thoughts? Go here to share your feedback.

Adidas Sneakers and Clothing On Sale at Nordstrom Rack - The Daily Beast

Posted: 17 Apr 2019 03:00 AM PDT

Nordstrom Rack has its fair share of sales, and this sale on Adidas shoes for men and women and Adidas clothing for women is not one to miss.

Grab a pair of kicks for as low as $45 while this sale is on like the classic Cloudfoam Advantage Leather Sneaker or the classic Grand Court Leather Sneaker, both for 23% off. The über-trendy Ultraboost X All Terrain Running Sneaker is 42% off, bringing it down to $133. Search the men's shoe styles here and the women's styles here. If you want to re-stock your athleisure wardrobe, Nordstrom Rack has over 140 women's active items as low as $15. Get their Essential Linear Tights for $24 or add the Colorblock Panel Turtleneck Sweatshirt for $34 to your spring style.

Whichever direction your hand hovers, know that you'll be saving up to 50% on some iconic activewear that will be in rotation for years to come.

Scouted is internet shopping with a pulse. Follow us on Twitter and sign up for our newsletter for even more recommendations and exclusive content. Please note that if you buy something featured in one of our posts, The Daily Beast may collect a share of sales.
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