Me+Em’s Clare Hornby: We’ve maintained our ‘price-quality equation’ by only selling DTC
Dec 13, 2023
auto_awesome
Clare Hornby, founder and CEO of Me+Em, talks about the brand's profitable direct-to-consumer strategy and their U.S. expansion plans. They discuss the success of their stores as community spaces, choosing store locations in New York, pricing strategy, customer shopping behavior during the pandemic, and the launch of shoes and accessories. Hornby also shares insights on team building, meeting customer demands, and future expansion goals.
Me+Em's successful growth can be attributed to building a strong team and accelerating the business
Me+Em's direct-to-consumer model and focus on fit, quality, and versatility have been instrumental in attracting customers in the US market
Deep dives
Expanding to the US Market
The podcast discusses the expansion strategy of Me and M, a British fashion label, to the US market. Despite the challenges of breaking into the tough US fashion market, Me and M plans to open two stores in New York by the beginning of March. The founder, Claire Hornby, explains that they chose the Madison area for their flagship store based on data and personal observation of customer traffic. The brand aims to build a strong presence in the US, similar to their success in the UK with several stores and concessions. They also plan to open a store in East Hampton.
Growing Customer Base in the US
The podcast highlights how Me and M attracted customers in the US market. Initially, customers discovered the brand in Me and M's London stores such as Harrods and Selfridges. The brand utilized performance marketing and sent out lookbooks to generate interest and traction. By leveraging their direct-to-consumer model and engaging digital channels, Me and M successfully reached US customers. They also focused on email marketing to update customers about new collections. The brand's quality and fit, especially in trousers, gained attention and word-of-mouth recommendations from satisfied customers further boosted their presence in the US market.
Strategies for Success and Brand Differentiation
The podcast delves into Me and M's strategies for success and brand differentiation. The brand prioritizes fit, flattering silhouettes, and quality in its clothing. Me and M ensures a close attention to detail in fabric selection and design. By focusing on outfit building and providing versatile, comfortable, and stylish clothing options, Me and M caters to busy women across various life stages. The brand adopts a direct-to-consumer model, which allows them to control pricing, data ownership, and timing. They have seasonal sales twice a year but avoid frequent discounting, maintaining a premium price-quality equation. Additionally, Me and M has expanded its product range to include shoes and accessories like hats, belts, and sunglasses.
Clare Hornby's 14-year-old fashion brand, Me+Em, has hit its stride. From 2021 to 2022, it grew its revenue from £46 million to £80 million. What's more, it's been profitable for seven years. That's despite selling exclusively direct-to-consumer, when, it seems, every digital native brand is falling back on wholesale partners.
"It was when I started building out the team that you started to see the [business's] acceleration," Hornby said on the latest episode of the Glossy Podcast. It's worth noting that MatchesFashion investor Highland Europe bought a minority stake in the company in early 2022.
Me+Em, which specializes in "flattering, functional, forever" women's clothing, has opened seven stores in the U.K., where it is headquartered. But now, its focus is on U.S. expansion. Starting in March, it will open two stores in NYC, followed by one in the Hamptons, in rapid succession. The plan is to follow those up with fourth and fifth locations soon after.
“We like you to bring in your dog, bring in your kid and bring in your partner, and we like you to dwell,” Hornby said. “As a result, our stores [form] communities, all by themselves.”
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode