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From bespoke to ready to wear: how Maelle helped to define the new target and develop 4 sales channels
LARA ALI
Starting from the personal experience of the Jordan founder Lara Ali, the Dubai-based women’s fashion brand was founded in 2020 dedicated to modest women, aged 30-50.
The brand Lara Ali was established as a bespoke brand, due to the lack of clothing for occasions for Muslim and non-Muslim women, who seek femininity and practicality in modest fashion. But keeping up with the demand for garments, the founder relied on Maelle for the transformation from bespoke to ready-to-wear industrial brand.
CHALLENGE
Since the brand decided to convert from a bespoke brand to a ready-to-wear brand, the biggest challenge was understanding the limits of its commercial structure. These fashion industries are extremely different in terms of distribution channels, production times and quality, communication channels and brand identity.
While using Maelle, facing the variety of obstacles of the industry itself, the Lara Ali team understood that:
- The brand needed to provide a 5-year financial plan, organizing the approach to online distribution with a brand and subcontractor e-commerce strategy;
- a thorough analysis of the new competitors on the Middle East market, where the brand is based, had to be carried out;
- online communication should no longer be centered on the figure of the founder, which works very well for bespoke, but on the identity of a strong brand with a competitive visual image.
“I started my fashion design project two years ago. In the beginning, I designed and produced a few designs. The process was exhausting and tiring and there was no development. Each collection I worked on, I faced new difficulties, […] but when I joined the Maelle membership, everything became much easier, because this program will walk you step-by-step and explain everything with videos, and also with personal consultations with the experts there if you need extra information or help”.
– Lara Ali, Lara Ali brand, CEO, 2022
CHALLENGE
Since the brand decided to convert from a bespoke brand to a ready-to-wear brand, the biggest challenge was understanding the limits of its commercial structure. These fashion industries are extremely different in terms of distribution channels, production times and quality, communication channels and brand identity.
While using Maelle, facing the variety of obstacles of the industry itself, the Lara Ali team understood that:
- The brand needed to provide a 5-year financial plan, organizing the approach to online distribution with a brand and subcontractor e-commerce strategy;
- a thorough analysis of the new competitors on the Middle East market, where the brand is based, had to be carried out;
- online communication should no longer be centered on the figure of the founder, which works very well for bespoke, but on the identity of a strong brand with a competitive visual image.
“I started my fashion design project two years ago. In the beginning, I designed and produced a few designs. The process was exhausting and tiring and there was no development. Each collection I worked on, I faced new difficulties, […] but when I joined the Maelle membership, everything became much easier, because this program will walk you step-by-step and explain everything with videos, and also with personal consultations with the experts there if you need extra information or help”.
– Lara Ali, Lara Ali brand, CEO, 2022
RESULTS
After starting using Maelle’s tools, the brand was able to identify the weaknesses of the strategy and strengthen the strengths: the freshness and authenticity of the communication combined with the professionalism of a reference team. The whole Lara Ali team focused on the development of the commercial network, paying close attention to the style trends of the reference market.
Once Maelle’s blue prints followed, the brand developed:
- an effective strategy for expanding the operations team, with the hiring of several professionals on site;
- constant growth on social media that has had a positive impact on traffic conversion, increasing sales by 10% in the first quarter of 2022;
- a successful offline commercial network in two years, in three reference markets: USA, Middle East and North Asia, through boutiques, multi-brands and wholesalers.
“With Maelle, a fashion designer will find everything she/he needs for designing, choosing fabrics to the final production. Even it will guide you how to deal with different platforms on social media. Thanks Maelle for making my dream true.”
– Lara Ali, Lara Ali brand, CEO, 2022
