Dapper Women — Building A Menswear-Inspired Brand with Laura and Kelly Moffat, Founders of Kirrin Finch

HIGHLIGHTS

04:39 Market and product research: Focus on button-up shirts and producing them really well 

07:02 Joining an accelerator program and getting guidance for product iterations: 

08:42 Building the brand pre-launch: Creating email lists and building Instagram followers

10:18 Size forecasting is a primary challenge 

12:29 SEO groundwork to drive organic search and producing engaging content

17:59 The Dapper Scouts: Brand ambassadors that drive community, empowerment, and acceptance

21:08 Creating Italian-made suits as a banner product

25:49 Launching a brand new website and continuing the digital marketing stack + SMS marketing

33:24 Connect with Laura and Kelly and follow Kirrin Finch

QUOTES

06:36 "Because we didn't come from a fashion background and we sort of decided, let's make one product really, really well and we'll kind of build the business from there. We'll validate the business with one product, we'll do it amazingly well, and we'll go from there."

10:43 "We also did have a landing page, website, initial Instagram, kind of building the brand, building the email list, building the Instagram followers, before we even had any product to sell."

14:23 "Organic search can take 2 to 3 months to begin to build up that SEO value and we didn't see other people doing that. And so we worked on that very early on and that's really paid off. Today, I think the majority of our traffic still comes from organic search."

20:48 "It's about creating community. It's about creating acceptance. And we'll get the parent that's like ah, my kid just came out, I don't know what to do, and we'll say okay well, hey, check out some of these stories."

30:27 "SMS, I think, opens up the way to get back in that customer's front and center. I think SMS will probably go the way of email and we'll end up with SMS promotional folders and all that stuff. But for now, we're getting in, we're getting to the customer."

You can connect with Laura and Kelly in the links below: