On a mission to revolutionize Israel women’s fashion since 2018, All Day Alba is a Tel-Aviv based brand founded by the martial instructor Rachel Katzin
The brand noticed a lack of supply in the market for a woman who has a life full of errands (career, family and passions) and who wants to be comfortable at all times – from the gym to taking the kids to school, to leisure and work.
The biggest challenge for the brand was to understand the damage and limits that the B2C local sales business model applied for two years was creating, due to the large stock that was accumulating without a communication line that supported an organic sale. The unstable situation of the brand was mainly due to the period of the global pandemic, from 2020 to 2022, as the team remained separate – one part in Washington, USA, and one part in Tel-Aviv Israel. This made all the exacutions of tasks very slow and required daily meetings and email exchange.
While using Maelle, in the complexity of their reality, the All Day Alba team understood that:
“My name is Unood, Entrepreneur from Dubai. I started my clothing brand (Her Excellency) in 2021. I faced many challenges starting from designing, selection of material, production etc. The experience was more stressful than joyful until I got to know Maelle’s team, who was passionate, expert and resourceful.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022
After starting using Maelle’s tools, the brand was able to identify the main reasons for the delayed sucess: not having a strong identity to present to wholesales retailers and a non-existent communication strategy. The whole All Day Alba team focused on these sections: Branding, Communication and sales development.
Once Maelle’s blue prints followed, the brand developed:
“Leda Di Marti shared with me different perspectives, asked the right questions, listened carefully and showed support throughout the journey.”
– Unood Andan Ali, Her Excellency brand, CEO, 2022