Crafting The Great: A Vision for Modern Vintage with Emily Current and Meritt Elliott

Ken Pilot interviews Emily Current and Meritt Elliott, Co-Founders of fashion brand, The Great, on this Flight of The Retail Pilot Podcast. Plus, he has a short "Pre-Flight" conversation with Jan Kniffen, former retail executive and current CNBC retail expert, to discuss what 2025 looks like for the retail industry.

Pre-Flight with Jan Kniffen

Jan Kniffen shares his outlook for retail in 2025:

• Retailers are optimistic after a solid 2024 holiday season

• Consumer spending expected to remain healthy, especially among higher-income shoppers

• Lower-income consumers adapting to higher costs

• Tariffs not a major concern for most retailers

• Positive outlook for discretionary retailers like Ralph Lauren, Nike, Lululemon

Interview with Emily Current and Meritt Elliott

Ken speaks with the co-founders of The Great about their journey and brand:

Brand Origins

• Met as UCLA students, bonded over vintage fashion

• Started as celebrity stylists before launching denim brand Current/Elliott

• Founded The Great in 2015, focusing on casual, nostalgic Americana

  
  

The Great Brand

• Offers casual, vintage-inspired clothing across multiple categories

• About $50 million in annual revenue

• Distribution split between e-commerce, retail stores, and wholesale

  
  

Business Approach

• Self-funded, focused on organic growth

• Value wholesale partnerships alongside direct-to-consumer

• Emphasis on in-person experiences and community building

  
  

Collaborations

• Partnerships with Eddie Bauer, Birkenstock, Pottery Barn

• Interested in future collaboration with Converse

  
  

Marketing Strategy

• Rely heavily on word-of-mouth and organic growth

• Use collaborations and retail stores as marketing tools

• Celebrity fans include Reese Witherspoon and Rachel Bilson

  
  

Future Plans

• Expanding reach to new geographic markets

• Considering growth in men's, children's, and home categories

  
  

Working as Co-CEOs

• Emphasize complementary skills and shared vision

• Stress importance of understanding all aspects of the business

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