Reaching Profitability In Fashion Business with Laura Briggs of The Shortlist
How Fitting: design a slow fashion business that fitsShow Notes
In episode 92, The Shortlist founder Laura Briggs gives us a detailed look at how her fun and cheeky petite-only brand has reached profitability. From pricing and production to business operations, Laura describes the growing pains she’s gone through and the huge milestones she’s reached as she’s scaled her 3-year-old business.
Laura was also my guest two years ago on How Fitting episode 37 where she talked about how she first started The Shortlist and what her first year of entrepreneurship looked like.
The Shortlist is a premium, limited edition petite fashion brand.
In this episode, you’ll learn:
Why Laura moved production from the UK to Poland
How many collections The Shortlist released before it became profitable
What the turning point was for profitability
What Laura is changing since realizing The Shortlist customer base is wider than she originally thought
The balance between innovative designs and familiar basics
How The Shortlist has built exceptional loyalty and repeat business from its customers
Laura’s genius system for celebrating how far the business has come at each step
The rollercoaster of launch day and what Laura is doing to minimize the challenges
How Laura balances sharing her personal entrepreneur story and The Shortlist brand voice in her marketing and copywriting
Laura’s plan for scaling The Shortlist this year
How Laura’s long-term goal for The Shortlist drives her decisions now
People and resources mentioned in this episode:
The Shortlist website
The Shortlist Instagram
The Shortlist LinkedIn
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