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.
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:
“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
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:
“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
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:
“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