House Of CB a womenswear brand, proves you can reach your goals if you are dedicated enough. Founded by a 17-year old girl, the brand is rapidly growing. They have four stores in the UK, two stores in the US and also have fifty concessions in the brand TopShop. Celebrities and influences are always promoting the brand and loving the style produced. Carry on reading this blog and you will to understand how to become a successful brand.
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Overview
As a high end fashion brand Conna Walker (founder) knew if she was producing luxury items she could charge premium prices. As a women and knowing the brand and having brought a few items myself you can understand why a top could be £80, as the attention to detail and materials used are rated at the very high end.
Rachel Dove said “From a Dalston market stall to Hollywood, Conna Walker has turned affordable sexiness into a multimillion-pound business – and she’s only 26”.
Walker started her dream when she was just 17-years old, with a £3000 loan. In 2019, she pulled in a profit of 12 Million. This is so fascinating as you really can start out with nothing and reach to the top.
Money pot, to show goals can be started at any point. Image sourced from pexels.
How did she do it
Walker knew who her target market was and exactly what they wanted. Most of the clothing is very tight fitting showing off all women’s curves in the right places… Therefore she says ‘affordable and luxury’. Women pay the extra money to feel good about themselves, they know with the clothing from House Of Cb comes confidence, as most of their items are bold and stand out.
House Of Cb has over 2.5 million followers, a massive social media presence, as women aged 18-30 it would be hard to believe if you haven’t heard of the brand before. Celebrities like Kim Kardashian, Beyonce etc all have been seen wearing the brand. This is huge as both of these celebrities have a lot of fans, meaning women will shop from House Of Cb just because they saw their idols wearing the same. Walker has absolutely smashed it.
Online Advertisement
Instead of spending loads of money on catwalks and print designs she noticed the ongoing trend, social media… Social media is a way for people to show off their new purchases, how cool they are wearing the newest nike trainers and trying to win competitions of their favourite brands. Having a strong social media and very clear website, easy for anyone to use shows she is understanding the needs and wants for customers. A click of a button and a luxury dress can be at your door next day is way more intriguing then having to spend so much time, going to a store, trying the outfit on and waiting in the queues… On her website she has beautiful women wearing her range and gives the consumer that confidence that they can look just as good in it, therefore it’s a quick purchase.
On House Of CB instagram, in the bio they state ‘quality over everything’, this is a very bold and a smart move, as it is one of the first things you will read when looking on the page. This takes away people looking at the prices as they know what they will receive will be the best.
By focusing more on Online and less on the catwalks, Walker gave her customers again a more easy solution to keeping up with the trends. They use the socials to keep up to date but to also give back to their customers, holding competitions, making customers tag a friend and share a post, again smart as they are then opening up to new people who potentially haven’t heard from them before. This could be one of the main reasons why they built a big following, as they are giving back to customers and again showing they care… Rather than going to a shop or a catwalk they can’t afford, and wishing over the new trends they want but can’t have…
Image of person using phone to post on social media, showing how easy and cost effective digital marketing is. Photo sourced from pexels
You are the customer
Walker prides her success on being the customer, her customers are her and that’s how she can identify their exact needs and wants. She didn’t have to spend time on researching her customers, or worrying about if this item would be a risk or not because she knew they would love it as much as her. As a fashion brand it’s very important to realise it is not just all about the looks you give off, it’s also about the feel. A lot of House Of CB stories on instagram or feed, will be women feeling themselves, happy and confident in the clothing and that really is vital to accomplish as a brand.
Even if consumers aren’t used to the body-con material items, they could be swayed just by seeing how the brand makes you feel. By how they go above and beyond for every item, even there packaging, will entice the customer to buy from them as they really do care and it’s not the sale.
Finally
Hopefully this blog has giving you an insight as to how goals can be reached if you truly put your mind to it. Fashion brands who are successful should always be on their toes about the next new thing or will there be an even bigger social media channel to advertise through next year? You should never be too comfortable, as catwalks and magazines the popular advertisement of clothing years ago just isn’t the same anymore with technology. As anyone can have the access now to livestream catwalks and it be free.
