Designer Lele Sadoughi has been a formidable player in the accessories category since launching her namesake label in 2012. When the pandemic hit, Sadoughi leveraged her experience designing accessories like headbands and jewelry to create the new accessory that the pandemic made mandatory: the face mask.
“I didn’t know what to expect, but it was really interesting to see that people not only want a mask, but want something that makes them look good and feel good,” Sadoughi said. “[The face masks] feel more special than just a plain black or white one.” “We’d pick one product and have it be half-off and go on Instagram Live and have a drink and chat,” she said, “And if I can help you escape from whatever day you’ve had for a few hours then that’s it. It became such a fun thing that everybody was waiting for and expecting.”Jenni Lee launched Comme Si nearly a year before the pandemic with the intent of offering fashionable, luxury socks that could be worn with different types of shoes, including sandals and heels.
With the new sock styles and the loungewear, Lee saw her brand’s sales increase by 300 percent year-over-year. She said the loungewear also introduced many of her new customers to the brand and its sock offerings. The Nap Dress contributed to record 2020 growth for Hill House Home. The brand saw sales increase by 275 percent and the Nap Dress category increase by 1,120 percent. Diamond said that apparel sales were the key driver behind the brand’s 2020 sales.
Hill House Home also recently launched its English Garden Nap Dress collection in February, introducing its first black Nap Dress and its new Nima wrap dress style. According to the brand, the English Garden collection generated $1 million in sales in 12 minutes. Like many last March, founders and sisters Kendall and Libby Glazer left New York City and relocated to their parents’ home in Palm Beach, Fla. and started thinking of new ways to continue their business, especially as their fulfillment center had just temporarily shut down.
“It felt like we were really getting back to our roots,” Glazer said. “We stemmed a lot of creativity from it and started developing new products and ideas from it. Things that launched the last few months and into this year were all developed during that time.”
Source: News Formal (newsformal.com)
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