Clare Hornby, Founder & CEO of ME+EM, discusses her journey of building a luxury fashion brand, emphasizing the importance of clear communication, intelligent style, and understanding customer base. She shares strategies for global expansion, transitioning from solo entrepreneurship, embracing mistakes, and managing growth through teamwork and customer-centric strategies.
ME+EM focuses on 'intelligent style' combining functionality and style to attract a notable clientele.
The brand's strategy includes sustainability, customer-centric merchandising, and global presence to meet consumer demands effectively.
Deep dives
Building a Successful Clothing Brand based on Intelligent Style
Claire Hornby, founder of Me and M, discusses her brand's success in revolutionizing women's work and home attire. Me and M's concept of 'intelligent style,' combining flattering, functional, wear-forever appeal with fairness, has attracted a notable clientele, including Princess Diana and Nicole Kidman. The brand's sustainable and direct-to-consumer model has significantly contributed to its growth and popularity.
Customer-Centric Design and Sustainability Initiatives
Me and M's customer-centric approach is centered around busy, discerning women, offering solutions that prioritize functionality and ease while maintaining style. Claire emphasizes the importance of creating timeless pieces that transcend age, catering to multi-generational consumers. The focus on sustainability, including locally sourcing materials and reducing carbon footprints, underscores the brand's commitment to ethical practices and environmental consciousness.
Innovative Merchandising and Omnipresence Strategy
Me and M's merchandising strategy involves 14 curated collections annually, tailored to customers' seasonal and lifestyle needs. By blending luxury brand curation with high-street speed and convenience, the brand delivers modular fashion solutions that simplify outfit pairing. Constantly evolving to meet customer demands globally, the brand's omnipresence strategy bridges online and in-store experiences effectively.
Navigating Challenges and Growth Trajectory
Claire reflects on the challenges of scaling the business, including finding the right supply chain and balancing work-life demands. The significance of key hires, like the CFO, and strategic partnerships play a pivotal role in achieving sustainable growth. Through pivoting the brand during challenging times, like the pandemic, and seeking continuous innovation, Me and M continues to thrive with a customer-focused mindset.
How I Grew My Brand, The Piper Podcast Season 5 - Clare Hornby, Founder & CEO of women’s contemporary luxury fashion brand, ME+EM, on how to build a £100m brand legend
Interviewed by Journalist and ITV News Presenter, Mary Nightingale, How I Grew My Brand is a series of one-on-one podcast interviews with inspiring, high-profile British founders and brand leaders.
From Pitcher & Piano to Monica Vinader, Piper has been helping to build and support brands for nearly 40 years. In each interview we dig into ‘7, 17, 70’, the three critical stages Piper believes businesses will encounter, whether that be number of employees, sales or sites. These moments are where changes and challenges can be overcome on the path to becoming a brand legend, a business with purpose and vision that makes people’s lives healthier, happier and more fulfilling, while helping them minimise their impact on the environment.
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