The Donna Ida logo was born to satisfy a desire: the desire for a greater one has compatibility with jeans.
“I enjoyed the jeans, I enjoyed this look, but I couldn’t find anything that suited my shape. I was looking for a shop expert to help me. I was looking to get out to start my own business, and I was exploring the concept of a kind of concierge offer. However, a friend told me “you like jeans but you have difficulty finding them”, I think it was great “It took Donna a short vacation for Vespa to make the decision that it was her destination.
“During this trip, I learned that I had recently read an article about the Heidi Klein logo where they had created a store that had just sold swimsuits. I think I’m so smart, I wish I’d think of something like that. The concept is dazzling curled up in Donna’s brain and when the “A-Ha” moment came, she was in a position to galvanize.
Launched in 2006 as a specialist with a new offering, Donna did not receive with the same enthusiasm to all. She remembers brand suppliers looking to sell it beyond the denim she had gone to buy. A salesman asked what would happen if a visitor to his store needed an outfit for a safe dress code that night: “I said, so I’ll send them to Selfridges.”
“In business, the only mantra I keep keeping is “keeping things simple.” You can’t be everything to everyone. Every time I go out to do that, it doesn’t work. You have to stay in your lane.”
I wasn’t afraid to move to a sector run by big brands and Los Angeles-style specialists, “I did my research.” He explains the difficult projects he did to look for styles, shop gifts and what was the perceived hole in the market: “There was nothing else like that there.
That’s how Donna, who was running in marketing at the time, can simply find the profit opportunity she was looking for and yet be on her own destiny.
It wasn’t easy, as Donna questions how other people’s search for opinions hasn’t worked for her, as they prefer to reflect on a concept for 24 to 48 hours before deciding the way forward.
“Every time I went with someone else’s advice, because I recognize that he may have more experience than me, or that he is more successful, I have made a mistake. Only you will know what’s right for you. You are the one who has to live with the consequences”.
Donna had a spouse who had invested in the business, and after a good fortune with the first store in Chelsea, Donna was transparent at the time the store was on Marylebone High Street.
It was one of the last major British streets in central London. With its thriving population, many citizens living nearby, it was a style that had worked well for him in the Chelsea store and sought to repeat success.
“My business spouse incredibly vocal and didn’t have the same joy as me.” Donna gave in to her own strong emotions and, under the direction of her shareholder, opened up the time to shop at Westfield Mall.
The store as a component of the busy mall opened from nine a.m. to nine p.m., with Donna’s final retail outlets almost daily. It was not territory for Donna to build meaningful relationships with her client, and with such a varied combination of customers, this did not allow the same specific technique as in Chelsea.
“I paid attention to her because I was looking to please her. When I reminded her of the verbal exchange on Marylebone High Street, she just shrugged” why did you pay attention to me then? “And I learned a lesson the hard way. If I had done what I was looking for, I could have sold that lease on Marylebone High Street in 2010/2011 for a million pounds and financed my own logo much earlier.”
Donna knew the long-term plan was that she would launch her own brand of denim. Starting as a specialized store from an organized collection of the most productive variety of high-end denim brands, Donna thought there was a gap to fill and that she would be able to locate quality and taste, as well as competition, if not better. However, locating the most productive product was not easy.
Fit being everything, Donna and company. He had to make ungrateful trips to locate the coveted high-waisted jeans that would become a key line in Donna Ida’s collection. Donna knew that denim needed to be consistent and have compatibility patterns that can replace color. When the denim marks he stored went from cut to cut, evolving with fashion trends, he learned that only certain types of morphologies could use any denim flavor.
The hole in the market known through Donna’s constant presence on the floor, helping consumers to see the styles, and certainly through the manifestations of frustration, as many consumers felt as much as they coveted the denim aspect, there is no product for them. A challenge Donna had identified as a consumer at the beginning of the trip.
By knowing the market and the richness of the products so well, he was able to combine and adapt in his brain the strengths of safe styles that, combined, would create the ideal solution for the gap.
But locating a position to make this product and in the smallest quantities Donna sought to buy not without challenges.
While using his network to make his search easier, there were as many dead ends as opportunities. She recalls that “intermediaries” sought to impose a unit charge to oversee factory relations.
“It was so green, so ignorant. We’ve been dealing with a “creator” who just took my logo and stuck it to the back of an old pair of jeans. He made the ugliest jeans you’ve ever noticed in your life. Ten thousand dollars later, finding him the oldest pair of jeans in the world, he knew he couldn’t spend a lot of cash after a bad deal with him. Nothing was right. After cooling my jets, I participated in one of our consumer-focused teams to see what else they would like to see in our stores. We said in the end, if there’s anything you need to talk about and you don’t need to raise in the group, I’m here, email me.
A talented agent had been a component of our concentrate group, and she identified the possibility that I would create my own logo and sent me an email the next day. Serendipity was surprised because he was running with a designer who had been very concerned about the Victoria Beckham denim logo. She created the cowboys with me; He even added some exclusive touches he wanted, to make the product feel smart and helped us locate the right factory.
Clearly, consumer studies have served Donna well in more tactics than one.
She holds the consumer in high esteem. Stores, even in the early stages of the brand, had iPhones committed to consumers to submit inquiries at any time of the day. Adjustment tips, special orders, and new product alerts would receive personal assistance through the store team outside of business hours, and each taste advisor would be in direct contact with consumers to make sure the entire service felt absolutely personalized.
The Donna Ida logo knows her niche and works tirelessly to apply and excite you in this space. Could you receive some of this personalized service and the power of the logo through some of the largest retail logos that you have recently suffered on the street?
“You must worry about the visitor. It’s not space science. You have a product and a visitor. You have to get them together. In many stores, you get the impression that you have additional security guards, not sales consultants, because they simply “protect the product”. Fashion is a product, a visitor and allows them to meet in the most charming and effective way. I have been as concerned about the visitor as possible, in the store and now online through social media ».
Although you can’t explicitly say that content without delay leads to a direct sales conversion, it is identified that once you interact with who loves your style, they stay with it.
So what about this logo that consumers and products must comply with in the most charming way? Still evolving the logo, she has just released a new phase for Donna Ida. In an effort to take advantage of the social network and demanding clientele of logos, Donna Ida ambassadors will now host occasions at home.
With a committed educational call from Donna, ambassadors also receive support on occasion to make plans with invitations, samples, and payment systems, while inviting at least 10 members of their network to attend and enjoy the socialization and adaptation session. A specialist from Donna Ida’s team joins the FaceTime occasion and is helping with the sale.
While home sales are not new to retail logos, logo enthusiasts will be interested in getting the discounts presented for an ambassador and the occasions will be the right content on social media.
“I am so pleased to have simplified my business. I don’t have to worry about talking to the owners, the fees, the reviews. Everything I want to focus on now is my product and my customer.
Every company, giant or small, will have to worry face-to-face with its customers. Respect. Many fashion brands think they’re “this or that,” but they don’t respect their customers. You have nothing if you don’t have anyone to buy your product. Believe me.”
Kate, a global customer specialist, is an award-winning representative and commentator.
Presenter and journalist in the media sector, she created
Kate, a global customer specialist, is an award-winning representative and commentator.
A presenter and journalist of great reputation in the media sector, she has created and presented documentaries and television and radio systems in prime time.
Hardcastle has developed a strong customer with world-renowned brands around the world and won an MBE from Her Majesty, The Queen in 2018, for its business and business services.