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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
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.
CHALLENGE
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:
- the lack of a stable profit was mainly due to the lack of a precise identity, a defined target and correct strategic communication.
- the lack of team unity was due to the lack of clear objectives with a precise timetable to follow, and above all to the overlapping of roles in the company.
- the lack of new market opportunities due to large stocks preventing focus on expansion.
“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 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:
- a long-term strategy, focusing only on 3 markets in 2022: USA, UAE with direct distribution and the Middle East with subcontractor distribution with multi-brand stores.
- a line of communication based on product promotion via website, social and on-site promotions, increasing profit by 35% in 2022.
“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
