Are getting bigger in Toronto, Canada, Tanya TaylorNow its name Women’s Ware Brand and the founder of the second evening dress brand, DELFINEShe says, she didn’t really know that she could make a career in fashion. However, as a “highly business” family member, she always dreamed of running her business.
Image Credit: Courtesy Tanya Taylor. Tanya Taylor.
“I thought our dinner table conversation always is, how beneficial it is, the values you work with, the values you have in your work and when you can make a company,” says Taylor..
Due to this foundation, she was forced to study finance at McGill University, but Taylor could not shake the “creative itching” that was felt to join the world of fashion. So Taylor went to New York City, where she did not know anyone at the time, and applied to the Parson AAS Fashion Design Program – after which her “whole world changed.”
For many years, Taylor has moved forward to work on Mary Kate and Ashley Olson’s brand, Elizabeth and James.
Taylor recalls, “What I felt very impressive, and what I still want to think about today is how personal was my design process,” and working for a female founder who is creating a product for a user who can really be related to it, whether it feels like a lifestyle or a lifestyle. We were not guessing who this person was. It was not in fact; In fact it was not really. “
Image Credit: Courtesy Tanya Taylor
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Taylor decided to marry what he had learned in business school with his growing experience in the fashion industry. It recognized a difference in the market for “expression, comprehensive, pleasant brand” that felt as if it was designed by someone who wanted to be closer to the customer.
Although Taylor admitted that she was “bid” when she jumped the founder of the fashion, her commitment to start the company would be “according to the market.” Taylor’s name brand increased to an employee in 2012 today, a team of about 40 40 people. The brand saw a total revenue of 25 million millions last year, and the increase in net sales exceeded 40 %.
“I wanted to take a different speed and give myself a different creative playground.”
Last year, Taylor also fired branches in Syria’s dress with the beginning of his second brand, Delphine.
“I wanted to bring a different pace and give myself a different creative playground that represented a different aspect of my friends, myself and what I saw in the market,” says Taylor. “I am 39 years old, and I was having a hard time finding clothes to go into all the events in my life, which was either not too young or too sexy. I was deprived of the sophistication that I was able to find.”
Image Credit: Courtesy Delphine
Of course, between Taylor’s first and other brands rollouts have seen significant changes in the fashion business over decades.
Businessman Sitting with Taylor to learn more about how to build its first brand and how to adapt to industry changes has created its ongoing development strategy and new brand, Delphine.
1. Shifting remains priced between the landscape of land
As a young designer without a network in New York, Taylor focused on fashion weekends in the Egus Gund lobby of MOMA with details of “cookie”-such as tray-offers swimming in glasses as well as glasses.
There was a way to launch wholesale when Taylor started his first brand, and the MoMA show successfully brought it to the door. Saxes Fifth Avenue noted the “longevity” of Taylor’s ideas, expressing interest and that the brand does not feel like “chasing trends”. Sixx became Taylor’s first retailer, and Bergdoorf Goodman immediately. He was later followed.
Many businesses have faced a decline in physical retailing over the past decade. However, brick and mortar stores are recovering again, and luxury brands rapidly invest in flagship stores, Wogue Business. Reported In 2022. In 2023, Tanya Taylor opened his first flagship store on Madison Avenue in New York City. The store was profitable in its first year and is proud of a 40 % customer return rate.
Taylor is looking forward to bowing in his company’s flagship presence.
The founder says, “At the same place, the retail is interesting to me.” “We get more opportunities to contact people. Every day at six o’clock in the evening, we get this novel about everyone who has a small story about it: Where they are from, what they have bought with their sister or have not done. What is interesting to your sister.
Image Credit: Courtesy Tanya Taylor
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2. Self -funding continues to provide an edge to Taylor’s brands
Taylor’s first brand was funded by itself and lives. She is currently taking the same step with Delphine.
The founder says that although sometimes funding itself, Taylor allows Taylor to fully invest in himself and his team, and provides flexibility to keep the brand values first and consider the long -term win on short -term benefits.
In addition, self -financing brands prevent “private equity -backed voice”. This is especially in view of their separate personalities – other than the other’s “prosperous,” accessible “ethics” emotionally driven, more naughty “web.
Despite the differences between the two brands, Taylor refers to his “encouragement” with his two voices and marketing strategies, which he says is the key to connecting with consumers and always keeping them before.
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3. Direct engagement with users means more opportunities
Taylor says the rise of direct consumer marketing “translates a new opportunity to own a relationship with the customer.”
Delphine works with some “incredible retailers”, but the presence of the brand at the online and Madison Avenue Store is the opportunity to “go back to the basics” and ask important questions. How do I go near the customer? How do I excite it?
Naturally, social media is another means of this purpose. When Tanya Taylor launched, influencing marketing was not available. Now, it is often the first touch point of a user with a brand.
“It feels like a huge change in the industry,” says Taylor. “You are not staring at a model in a studio that you have been shown how you put a sweater with the skirt. You’re looking at someone running to work, what shoes they are wearing and how their lives look. It has put the customer in the fashion center a lot, thus associated with how I want to design. “
In addition, social media, especially Instagram, allows Taylor to communicate with users more than ever – and it embraces itself by responding to many DMs. “I’m asking people questions,” says Taylor. “I am very excited about learning quickly. I like crowded sourcing opinions, and as a designer who is like a sponge, it has greatly benefited from seeing the change in access.”
Image Credit: Courtesy Delphine
Related: ‘We got a lot of DMs’: This 27 -year -old improved his parents’ decades -old business, and direct sales from consumers increased from $ 60,000 to more than $ 500,000 to $ 500,000.
As the founder of a twice fashion, when e -commerce and social media have completely changed the industry, Taylor has some helper advice for any businessman who hopes to succeed in the business: Find out what makes you specific, and that you have a friendly, friendly, friendly, friendly manner.
Taylor says, “It was really important to me.” (This) helped me feel some confidence. Entrepreneurship is a game of mind. Once you work on it, many people like it and want to continue, but you have to find ways to keep yourself stronger and strengthen your creativity, and it’s through the community. “
This article is part of our ongoing women’s business series, highlighting stories, challenges and victories of running business as a woman.