Brand DNA: Why It’s Important and How to Define (and Stay True to!) Yours

ABOUT THE EPISODE

Your brand DNA is the heart of your identity as a business. 

It establishes your mission and values, makes you unique from your competitors, and gives your customers a reason to choose to buy from you over your rivals.

And if anyone knows how to define a brand’s DNA, it’s Lauren Alexander.

The co-founder and creative director for the clothing line LNA launched the brand in 2006 when she was just 22 years old—with no college education and no experience in the fashion industry.

And 16 years later, it’s clear that she’s found success by staying true to her original vision: to create elevated basics that don’t look or feel “basic” at all. (A feat in an industry predicated on trends!)

In this episode, we chat about how she’s stayed true to her brand’s DNA, avoided pressure to give into fleeting trends, and what the future holds for LNA and the fashion industry at large.

EPISODE TOPICS

• How a simple white T-shirt served as the catalyst and inspiration behind the LNA we know today

• What it took to source manufacturers, develop fabrics, and launch the perfect line of elevated basics

• How LNA's brand DNA was established from the very beginning

• Why LNA pivoted to a DTC model after 13 years of wholesale only, and how they continue to grow

• Pivoting from Wholesale to Direct-to-Consumer business model and how to maintain both

• Utilizing influencer marketing to find brand advocates that truly embody your voice

• The rise of social trends, and the importance of creating timeless staples

• What kind of mindset is needed to turn your idea into action

• The future of LNA and their expansion into more categories

RESOURCES

• To join the WorkParty click HERE

• To connect with Lauren Alexander click HERE

• To connect with Jaclyn Johnson click HERE

• To learn more about LNA Clothing click HERE

• To follow along with Create & Cultivate click HERE

• To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)

LISTEN TO THE EPISODE

OTHER EPISODES YOU MIGHT LIKE . . .

• How to Build a Social-First Content Brand With Sami Sage, Chief Creative Officer of Betches Media
  
  

• Christian Siriano on How to Handle Rejection, Advocate for Change, and Champion Inclusivity in Fashion
  
  

• Noelle Scaggs of Fitz and the Tantrums Is Making the Concert Industry More Inclusive With Diversify the Stage
  
  

• The CEO of the 10th Fastest-Growing Woman-Led Company on How to Double Your Revenue
  
  

• How Mielle Organics Founder Monique Rodriguez Built a Multi-Million Dollar Haircare Brand

THIS EPISODE IS BROUGHT TO YOU BY . . .

CDC Vaccine • Visit the CDC website CDC.gov for additional information you can trust about how COVID-19 vaccines can protect your entire family.

Shopify • Go to shopify.com/party for a FREE 14-day trial and get full access to Shopify’s entire suite of features.

Grow On: How to Double Your Revenue With Elyce Arons, Co-Founder and CEO of Frances Valentine

ABOUT THE EPISODE

Doubling your revenue is no easy task. 

You need to set well-defined goals, create meaningful connections with your customers, and discover new distribution channels and marketing opportunities.

Which is something that Elyce Arons knows a thing or two about. 

In the midst of a pandemic that has pummeled the fashion industry, the former Co-founder of Kate Spade has led the luxury lifestyle brand Frances Valentine to double (!) its revenue. 

Needless to say, I can’t wait to chat with Elyce about how she’s grown the brand exponentially, including the old-school marketing strategy she tapped into to increase the brand’s sales by 40% (!).

EPISODE TOPICS

• Her Second Act: Building Frances Valentine

• Adapting to the New Online Retail Space

• Why She Recommends a Mix of DTC, Wholesale & Retail

• Why Pop-Ups Are the Best Way to Test New Markets

• The Importance of Regional Retail Spaces

• How She Doubled Her Revenue During the Pandemic

• Where She Puts The Majority of Her Marketing Dollars

• What She Pulls Inspiration From In The Design Process

• Her Predictions on Major Fashion Industry Shifts

RESOURCES

• To join the WorkParty click HERE

• To connect with Elyce Arons click HERE

• To connect with Jaclyn Johnson click HERE

• To learn more about Frances Valentine click HERE

• To follow along with Create & Cultivate click HERE

• To submit your questions call the WorkParty Hotline: 1-(833)-57-PARTY (577-2789)

LISTEN TO THE EPISODE

OTHER EPISODES YOU MIGHT LIKE . . .

• How to Build a Social-First Content Brand With Sami Sage, Chief Creative Officer of Betches Media

• Christian Siriano on How to Handle Rejection, Advocate for Change, and Champion Inclusivity in Fashion

• Noelle Scaggs of Fitz and the Tantrums Is Making the Concert Industry More Inclusive With Diversify the Stage

• The CEO of the 10th Fastest-Growing Woman-Led Company on How to Double Your Revenue

• How Mielle Organics Founder Monique Rodriguez Built a Multi-Million Dollar Haircare Brand

THIS EPISODE IS BROUGHT TO YOU BY . . .

CDC Vaccine • Visit the CDC website CDC.gov for additional information you can trust about how COVID-19 vaccines can protect your entire family.

Shopify • Go to shopify.com/party for a FREE 14-day trial and get full access to Shopify’s entire suite of features.

Money Matters: Katie Sturino, Founder of 12ish Style and Megababe

In today’s Money Matters feature, we sit down with Katie Sturino, founder of The 12ish Style, a plus-size fashion blog, and Megababe, a cult favorite anti-chafing stick. Below, Katie shares how she manages finances for two rapidly-growing brands—and what she wishes she’d known when she started it all.

Where do you think is the most important area for a business owner to focus their financial energy?

I think it is very important for business owners to invest their financial energy into making a high-quality, high-performance product. But the second place to place financial energy is PR. It doesn’t matter how much time or money you spend on a product if no one sees it.

What was your first big expense as a business owner?

Placing our first order for bottles for Megababe Thigh Rescue.

How did you decide what to pay yourself?

I don’t pay myself; everything we make goes back into the business.

What are your top three largest expenses every month?

Our top expenses per month are our PR department and our product. Currently, we only have hourly employees.

“I wish I would have stopped listening to other people sooner.”

How much are you saving? When did you start being able to save some of your income?

My income comes from my 12ish business—anything larger than a certain amount I put right into my savings account.

What apps or software are you using for finances? How did you decide when to hire a financial advisor (if you have one)?

We use Quickbooks for our finances.

Do you wish you’d done anything differently in your financial journey as a business owner?

I wish I would have stopped listening to other people sooner.

Why should women talk about money?

If we don’t talk about money, then financial conversations are always left up to someone else, usually a man in our life. Money is power and freedom. Sadly, I see so many women at the mercy of their partner financially, which means that a lot of the choices they make are not their own.

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