Reviews on Justine Leconte Fashion Collection
Going against industry conventions, Justine Leconte created her namesake label by focusing on ethical production, selling direct to consumers, and building a Youtube channel. In this episode of Shopify Masters, Justine shares her launch roadmap, thoughts on the fashion industry, and journey on Youtube.
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Show Notes
- Store: Justine Leconte
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Social Profiles:Facebook,Twitter,Instagram
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Vision for a different business model inside manner
Felix: Tell us a story about how you got the idea behind the kind of vision and mission that you had behind your business.
Justine: Initially I studied business. I have two principal's degrees in marketing and in strategy. I worked in business for a few years in cosmetics and in tech, and while I was doing that, I got more than and more interested in the fashion industry and I noticed iii things that really bug me. The first 1 was this fast mode trend. I don't know if your listeners are familiar with that concept. It'southward those very inexpensive labels that produce overseas super cheap and and then sell for a couple of bucks in richer countries. I was completely against that. I thought it was not a skillful business organisation model. Then I noticed that young designers are super depending on fashion week, the fashion agenda, or the fashion press, and I thought, "Why do they need other people to make a proper noun for themselves? In that location must be another way." And the 3rd thing was actually the distribution too depends on other people. They accept to go to Nordstrom or to Selfridges. And if they don't go into these stores, they're not sending anything. And I was seeing all of this and I thought that makes no sense. So I started out thinking nigh starting my own label merely I realized that I needed proper design skills. So I went back to school, left Europe, I went to New York and I studied fashion design there with the intention of building my characterization when I would be back in Europe afterward.
Felix: Do y'all feel like it was worth the time to go back and get kind of more formal education effectually the skill of fashion design?
Justine: I think it was absolutely necessary and the right step even though information technology took me longer. There'due south no such matter as I'one thousand a vocaliser and now I'm a designer or things like that. I wanted to do information technology by myself, like really understanding about proportions, understanding what people desire to clothing and how they retrieve when they're in the dressing rooms, and that'due south not something I can get through other people. I had to find information technology out past myself. And then going dorsum to school was definitely a good thing. I have to say I fast-tracked my studies in New York and then that I could start my characterization faster. It's a thing of the number of semesters you lot need versus the budget you have, right? The toll that you practise information technology, the cheaper it is in the United states, even so, I would probably recommend to somebody else to take more time if they can afford information technology because it was really, really fast. And I left school notwithstanding thinking, "Wow, that was a daze."
Felix: So y'all mentioned a couple of reasons why you decided on the vision of the kind of clothing characterization that you wanted to create, and one of the things you mentioned was that you were against this concept of fast manner. What did you see near fast fashion that y'all call back is not the best arroyo in terms of just a strictly business perspective?
Justine: The way fast style works is that the labels bring out new collections every 2 weeks. It's a very, very quick turnover for super cheap prices. If you're a shopper in Europe and you get a tee shirt for 5 euros, this is not a normal cost. It's the price that actually doesn't be unless you have the tee-shirt produced somewhere in Southeast Asia where the workers, the garment workers are non being paid properly. If you pay people properly that toll would not exist possible. So it'due south based on a arrangement that'south kleptomaniacal and it has very low margins. So fast-fashion labels demand huge volumes. They volition pre-produce so that they don't miss sales, but they will then destroy a lot of the inventory. Information technology'southward a very, very wasteful system that's not financially stable in the long run unless you lot go on pushing the cost downwardly.
Felix: Can you draw the concern that yous've created that'due south the contrary of fast fashion?
Justine: Well my business organisation is fabricated and sourced entirely in Europe. There is great knowhow and high quality in Europe so I thought, "Why not use that?" Due to the fact that I sell directly online without an intermediary like a wholesaler or a multi-brand shop, I can continue the prices lower while having costs that are college because I don't need a margin for a second person in between. It'south just my burden. Then I have blueprint makers that are with me here in Berlin. I do the fittings myself. It'south not similar pattern-making is outsourced or receipts. The patterns are essential. This is how the garment would fit afterward. If the pattern is kleptomaniacal, you tin take the best fabric, it will await like crap. Patterns are essential.
Procedure of launching a fashion characterization differently
Felix: So you went to schoolhouse to learn the pattern. One time you got out, what was the next footstep?
Justine: I had a pretty clear roadmap even before going to pattern school. So when I came back, I established myself in Berlin considering I thought it was a smart urban center to kickoff out in manner. Paris is very decorated, London is very tight. I thought Berlin had more than space and brain capacity for new designers, so to speak. Then that's why I chose that city to settle in. Then I registered my visitor and I started going to fairs, looking at the prices because I studied in New York so I had to learn nearly the supply chain and the price levels in Europe. I went to the cloth fairs, to trade fairs, to suppliers everywhere in Europe. Then I build my cost model thinking, "Okay, I want a cost point that'south above my mass markets just beneath designer, far below design and price points considering I desire that to be affordable for more people." I settled out to specialize in knitted things. Knits can be from a thick sweater to a bailiwick of jersey top. They're from fine to thickness, simply not woven because I idea there is enough offer on the market place out in that location for woven stuff simply there is non plenty pick for knits. Nosotros simply come across sweatshirts and yoga pants, but there's more to knits than this. And so what I do is knitted ready to wear. You can really wear information technology to work non but at the gym or on your couch. I launched new collections when I want. I don't have fashion week or the style calendar throughout the year into accounts when I programme a projection. A new drove comes up when information technology'due south set and when it's good enough. It tin can be fashion or jewelry by the way because I do both now. I extended my line so fashion and jewelry, but the process is always the same, when I'k fix, I get out. And distribution is immediate then I don't need intermediaries to talk to my audience. I can talk to them direct. And that'southward likewise very, very precious considering the bulletin is the style I intended it to be communicated. That'due south how I operate.
Felix: So permit's break this downwards a little fleck. Where practise the ideas come from that even begin you downwards this path of designing new items or new lines?
Justine: The very first drove was intended as a sort of resets which likewise matched my state of mind at this time, switching careers completely. Reset meant for me there is soft fabrics, things that wrap around your trunk, things that protect yous, not clothes that fight against you lot and that makes you lot feel uncomfortable. And then that was the original thought. Then I worked to plow that into a feeling, into a fabric, into a sort of pattern of color palettes and that'due south how the commencement collection was born. So to give you a different instance, when I started doing jewelry, the idea was fabric is always soft, whatever you tin sew around the free body that will hold and that volition create the garments. In jewelry, it'southward the opposites because it's so stiff. I'd like to combine both things and make jewelry that feels similar fashion in a sort of way, that is abrupt and edgy on ane side but likewise has soft surfaces on the other side merely like fabric, and that'due south how the first twelvemonth where the drove was born. So it really depends on the mindset I mean at that fourth dimension I estimate, what I'm looking at, what I'm inspired by and so one twenty-four hours I wake up and there was a concept somewhere in my caput.
Felix: How important is it to stay on top of the trends? Or do yous find that as best to kind of go your own path and not really pay much attending to what other people are doing?
Justine: Paying attention to trends and to competition? I'd say yep and no. I practise information technology because I don't live in a closed chimera, right? And then everything that happens around me that I see in stores, that I see online, that I see other people wearing it affects me somehow clearly. It'due south simply non a really witting process. Then when I become to fabric fairs, yep, there I have my antennas open turning 360 degrees all the time looking for new fabrics for new textures, for new feelings. Simply the rest of the twelvemonth, it's more absorbing what I run into and information technology comes out in a different way at the other end kind of where I can't work bigger way labels is when you say looking at trends, what works, what doesn't. Nosotros just don't accept the aforementioned sights. If you're a large house like Chanel, y'all can afford every textile. If you're a big house similar, I'thousand going to say H&Thousand, which is a fast fashion label, you can get huge quantities. So you can get whatever you want. At my size being a small-scale label, not everything is possible. So looking at what others practice is not a good benchmark in my example, at least non always. So when I started my label, I was very careful to not look at what others are doing and it was freeing both creatively and financially. I could bargain with my thing the fashion I really wanted and to be enabled from at that place. Then yeah and no.
Felix: That makes sense. I remember what you're getting at is that in that location are certain aspects of what other people are doing that you tin pull in but so you have your own kind of boundaries that you exist within and you have to work within those boundaries.
Justine: Boundaries and also freedom considering when big labels have to plan xx% of pants, thirty% of jackets and 10% of jerseys, I tin can practise the mix the manner I want. So I accept constraints, aye, but I'g also more free to build any I want, what fits the concept that I accept.
Felix: What is your design process?
Justine: Information technology depends on the designer. I think everybody thinks differently in that manufacture because the thinking procedure is so free, and so to speak. But in my case, I would say I most e'er start with proportions and with shapes considering I similar something that sits well and that fits properly. So I will sketch the complete silhouette outset then I will add together a feeling for colors, textures, et cetera and then I will get wait for fabrics. I know there are people who commencement the opposite way. They beginning with fabrics and come across what they tin brand with that cloth but for me, it'due south not the case because for me, the look, the silhouettes and the proportions are more than important.
Felix: How do you make up one's mind on how large of production you are going to run with for that drove?
Justine: That was the biggest challenge for the showtime drove that I brought out I remember. Anybody who does physical products has the same outcome, right? How big is my potential market? How much do I program for the size of each color? How much tin can I sell in how much time? How many returns should I plan with? Its cash menses and inventory bug except that since I was starting out by myself, I had no benchmark whatever. So the first time was really a guess so I went from at that place. For the latest wearable collection that I did, I did a pre-social club system and I used these quantities for each size and each colour to kind of guess in a more educated style how much I should lodge of each. Turned out it was wrong simply it was closer to what I should have ordered than for the first collection, clearly. I'thou getting smarter with every collection that, yes, I yelled my own benchmarks. For the jewelry I fabricated information technology in a unlike style. It's on demand. And then it'southward produced when it's ordered. So I don't accept inventory shortcuts. It's just that people accept to wait a couple of weeks for their order.
Felix: Is that more than adequate when it comes to jewelry compared to article of clothing?
Justine: I don't recollect so. At least not in my case because people who buy my clothes probably know me or have a connection with me through previous purchases because I take many, many returning customers, very happy with this, or people who are in touch on with me through YouTube or social media in general where I'1000 very agile so they know me. I think it's non a problem for them to await. When I did the pre orders for the latest vesture drove, they besides had to wait. They had to wait nigh two months and nobody-
Felix: Once you have the inventory, how did you launch your very beginning collection?
Justine: I tried what everybody says you lot should be trying, which is sending wait books and samples to the printing, calling people, going to ring the bell of all the buyers of the major stores in Western Europe. Nobody replied because who am I? They didn't know me, I didn't have large budgets, I didn't take huge collections and I was not showing at fashion week. Off-white enough. Why would they take some of the fourth dimension and heed to me? Then I figured I'd rather commencement past myself and I went full online, ecommerce only immediately because I thought I needed a proof of concept. They volition listen to me if I can prove to them that I accept an audience, that there are people, there'due south a market for my product. If I can't find an audition by myself, why would I await the printing or Nordstrom or Selfridges to do so. Then I thought, "I'yard going to attempt it and come across what happens." And it grew in the get-go year, very slowly, simply in a sort of snowball because the products were good. I could tell people recommending it to their friends. I could encounter several orders in the aforementioned month from the aforementioned village, for instance, somewhere in the world and I knew word of mouth actually works. I just demand to be patient. I didn't have a big budget then doing performance marketing or huge press companies was not an option. I just waited, kept doing what I was doing, I kept launching new collections. I also started a YouTube channel at some bespeak because I wanted to teach people to bear witness them what good quality looks like, how to use proportions to build the silhouette that yous want, how to curate your wardrobe, this kind of thing. And I guess a footling bit of everything that I did ended upward snowballing. And past at present every connection that I make is twice as big as the previous 1. And so it is working. It'due south just that at the kickoff zilch goes as fast every bit you'd want it to, simply if y'all focus on the right things and but go on doing it, it eventually works. I'chiliad absolutely convinced of that.
Growing a YouTube channel organically
Felix: How are you actually promoting your label on social media?
Justine: Well, I wasn't actually promoting it at showtime. For me, these were two different things. I had the label on one side and I was building that up slowly only surely, way too slowly but surely. So on the other side, there was this YouTube channel where I decided that I would share what I learned because I thought I'grand doing quality dress, but it'due south no skilful if people can't tell what quality is. And fast way brands for years have been telling people, expect at this Gucci sweater, we can make the same for ten bucks so why spend more? You can simply buy more than stuff. And so people don't really know anymore. They don't sew anymore. Fair enough. So I wanted to share what I knew from being a designer, from having studied and researched all that. That's why I started the aqueduct, only genuinely to help people have fun with fashion because it's a very exclusive industry. And I recall fashion should be for anybody and should not exclude anyone no thing where in the world you lot are, what your body blazon or your upkeep is. And then that's why I started YouTube. And somewhen, I realized that people were as well interested in more general tips I would say, what proportions fit me? How do colors work? How should I dress if I'grand like this or like that? How can I curate my wardrobe? I have also much stuff, cipher to wear. And then those are all topics that I decided to tackle as well. I expanded the scope of my aqueduct and blew up completely. Currently, I have 750,000 subscribers and counting. It's crazy because this was simply a hobby and it still is because my focus is on fashion. YouTube it's a hobby that works. But I try to proceed those 2 separately. The focus is on fashion. The majority of my time is in fashion because that's where I have to spend my time if I want that part to grow. And YouTube is fun plus a manner of exchanging with people. It's non one way. It's not only me putting videos out there top-downwardly. Information technology's really both means considering I get a lot of feedback from my viewers, and when I'm in the process of creating a collection, I tin even ask them, "Which colors would you like to see? What exercise y'all feel similar wearing at the moment? What's the full general feeling?" I don't desire to say trend because information technology's less conscious than this, but I will enquire a question and inside a few hours I'd get ten,000 responses. That's a neat focus group.
Felix: Allow'due south talk most YouTube success. How did you start your channel?
Justine: Listen, when people say you can't be famous on YouTube, I disagree because I started with zero subscribers. No one knew me. My video sucked the first one, really poor in quality and in and in sound. Just I really had something to say and so I merely kept doing it. Eventually, my skills got improve, thank God. I got a new camera, proper mic, proper background, proper lighting, and so my videos looked like something serious, and I wanted to be useful and it but paid off. I've never, always paid for a view on YouTube. It'due south completely organic. So information technology'south the proof that information technology's possible to keep YouTube starting from zippo and you don't demand to be famous earlier or annihilation like this. It works. Information technology really does. Just the algorithm.
Felix: So it was about like you were sharing kind of like industry knowledge at first?
Justine: In the first, it was more about documenting the procedure of creating a collection. Because I got questions from my friends from the business earth like, "And so how does it work? What practice you practise all twenty-four hour period?" I'm like, "Well, my 24-hour interval looks like yours pretty much. I work in front end of a estimator a lot and non similar Karl Lagerfeld." And they were similar, "Uh-huh." They couldn't actually comprehend how the process actually works when you're a regular little visitor like mine. And I thought that could exist interesting for people who think everything in style looks like [inaudible] which is not the case so I wanted to document that procedure. And and then I realized that people were genuinely interested in knowing how things work, how clothes are made, how apparel are built for certain markets, and so how apparel can work for them. It's when I realized that my channel could be more than than just documenting the fashion industry from my perspective, it could really be a assist for people who don't know about how to mode themselves or are still looking for their fashion, I tin assistance them with what I know, what I learned, my general feeling as a designer and what I researched similar concrete facts. So what I practice is a mix. It'southward not just information considering there is also my input and my view of things in at that place only it's still a more professional opinion, I guess than if you watched videos past people from way. I make information technology and then I accept a deeper agreement of it. And I think that'southward what is making my channel more than unique.
Felix: How were yous able to sympathise what your growing subscriber base wanted to see more of?
Justine: I'm constantly in impact with my viewers. I spend a lot of time reading comments on YouTube or my DMs on Instagram for that matter or emails if they send me some. I also ask questions very oft. I ask them for what they desire to see, if they like the video, what they like, what they don't like. By now there are so many people watching that if I spend three hours reading comments, I would become a pretty good feeling for what was useful in the video? What they're still wondering and maybe I can make a video well-nigh that. Or sometimes I button topics that are close to my heart similar the topic of capsule wardrobe, what people don't necessarily know, how practise y'all get a wardrobe of only 40 pieces instead of 100, but you article of clothing every single i, you enjoy every single one and you wouldn't need anymore than that. It'due south a topic that matters for me because it goes mitt in mitt with quality. If yous have less pieces, yous will buy more quality and you will proceed each piece longer and savor what you're wearing a lot more. It'southward a lot more than fun when you actually curate your wardrobe. So that'southward too a topic that I deliberately pushed for example, only information technology's really both cases.
Felix: Do you remember the tipping indicate where things merely took off and y'all're like, wow, this is going manner faster than yous would have thought.
Justine: I call back when I reached somewhere to a higher place forty,000 subscribers, people started to comment under my videos, talking nearly me just in 3rd person and I was like, "Where do they think I am? I'g even so reading everything." And I nevertheless am today. I read as many comments everyday as I tin and my aqueduct has reached a phase or a size that people think she'southward then big, she'due south not going to be reading this anymore. That's where I like, "Whoa, people think that my channel is big. That's cool." But I all the same read comments.
Felix: What should people be focused on growing their subscriber base, the first g subscribers?
Justine: From zero to a thousand I think it's key to know you lot option one topic first which is what you're really passionate well-nigh. You accept to exist because this is going to accept a while. Information technology'due south something that you lot're passionate most. Consistently make videos with a regular schedule for a yr. In my instance I think it took me a year to achieve 3000 subscribers, that's right. Then the second twelvemonth, 14,000 something, third year, 280,000.Side by side twelvemonth 500,000 and next year, 750,000. So it actually grows exponentially at some point, but the start is the hardest parts. And your first videos are probably going to get v views. Well, that'southward better than nothing. And when I started, I actively shared. I didn't have a network but I had my Facebook friends. So I shared my YouTube videos on Facebook and my friends liked information technology and they asked for more and they asked questions that gave me ideas for future videos and that'southward where it started really. In that location's no secrets. I never invested a budget on YouTube. I started with the cheapest camera I could find, and I bought it 2nd paw and merely kept doing it.
Felix: When yous were just getting started, how often were you producing videos?
Justine: At the beginning I wasn't regular and I noticed that it also wasn't taking off. So subsequently a few months I started to upload every week and then every Sunday. So I did a video on Saturday, texts, film, edits, and I uploaded it on Sun and then my weekend was over and I was done. That was my weekend for a year.
Felix: How simplified of a workflow can you create to starting time and grow a YouTube channel?
Justine: There are different schools of thoughts on that matter. Personally, I retrieve if yous're just going to turn the camera on and then start thinking most what yous take to say, y'all probably should turn the photographic camera off again and make bullet points because this is going to be a video twice every bit long as what you lot actually need to become the point across. So when I put their video, I text or at least I prepare the cookie structure of what I desire to say. English is not my mother tongue so I might fifty-fifty have to look for a couple of words in the dictionary, translate what I demand to know like the key words, the jargon and then I plough the photographic camera on. In that location are people who will just turn the photographic camera on and go. This is non my blazon. This is also not the kind of video that I like to watch because I think my time is precious. Please go straight to the betoken. Only there is an audition for everything. In that location are people who dearest a vlog that's an hour long and they tin just take a drinkable or consume at the same fourth dimension. My videos, you can't do that. You have to listen because I'thou going fast. I adopt a shorter video than a long one with a lot of ums and um just it's a matter of taste and really there's an audience for every single topic you can think of treated in any way you can retrieve of.
Felix: What changes in your arroyo practice y'all demand to put into place in order to go on to back up a YouTube aqueduct that's once more growing into the hundreds of thousands?
Justine: So that was the yr when I went from 14,000 to 280,000.I got scared, like what is happening? I have the algorithm, I've got YouTube. I recall it'south a thing of serendipity. I was focused on the topic that I'm good at that I like talking virtually and I was consistent in my uploads. And then more and more people talked well-nigh what I was doing. I started to exist mentioned in lots of blogs similar individual people who like my content and I wanted to share it. Up to this twenty-four hour period, I love when people write to me and ask, tin can I mention you in my web log? Sure. You can apply my videos. You can embed them. You can use my photos, whatsoever you lot want, become ahead considering I'm for sharing. That's the point of my channel anyway in the first place. When I realized that information technology was blowing up, I switched from 1 video per week to ii, and I took an editor freelancer to help me with the editing because I still had the manner channel on the other side. It's not like that wasn't my full week on YouTube, right? Then I needed aid to keep some time for the characterization but all the same be able to keep up that momentum on YouTube. So I got external help basically.
Felix: So let's talk virtually how y'all actually are able to use YouTube to support your business concern. How did y'all apply YouTube to launch your jewelry line?
Justine: I retrieve at that point I had well-nigh 250,000 subscribers on YouTube and I made literally a launch video explaining the concepts. I hadn't talked about that drove before and then information technology came as a surprise for my viewers. I explained the concept behind the collection, the process, the problems on the manner. I made it quite transparent and then I presented the last results. And when the video went out that the drove was available on the website, with 250,000 subscribers the website crushed completely because there was also external traffic from people who already knew nigh me. So, "Oh, there's a new collection in that location." Telling anybody they knew. Again, that discussion of oral cavity affair, that happens too outside of YouTube and that happened earlier YouTube in my days. It started earlier that. All those people met in the same minutes on the website. Everything complanate, the website was down for hours. It's great for PR. It's sexy to say that y'all crushed the website only really what's happening is you're losing sales and that's not good.
Felix: This was not yet on Shopify. Is that correct?
Justine: I was not yet on Shopify and on that mean solar day I decided to write, the next time I launched a drove I demand another provider. This is not doing the task. And eventually I switched to Shopify at the end of last twelvemonth. Information technology was about time. It's a topic that I didn't really take the time to do shortly plenty and I should have. It's one of the things I postponed because, well, information technology'southward only me basically running that business concern, but I eventually did it and information technology's a life changer.
Justine: People are listening, and are wondering about a website to use. If you lot're going to sell things, utilize Shopify. It's the most advanced one, the well-nigh flexible one, the best one in reporting. I'1000 super pro Shopify because I've had other ones and I tin really tell the difference.
Felix: Awesome. I definitely desire to talk about the transition process for you because it sounds like you had a lot going on only you're nonetheless able to make that transition. But desire to talk a picayune scrap more near the giveaway. And so you mentioned 14,000 people entered information technology in 24 hours. What was the giveaway? How do y'all create a giveaway that attracted that much attention?
Justine: Well people who watch my YouTube channel know that I call up through what I create. They are familiar with the way I create and the way I process things. So when I told the story of that new drove, I said, "Ahead of the launch, at that place will be a giveaway if you lot're interested in participating in that giveaway and being informed when the collection drops. Here is where you can register." 14,000 people registered. I was blown away, and these people were also on the adjacent day shopping on the website. It was incredible and I didn't await such an event. I judge it's because I had been transparent well-nigh my artistic procedure already before that.
Felix: And what did you include in the giveaway?
Justine: Pieces from the collection that weren't out yet? The first pieces.
Felix: And this was a promotion all through your own channels. Y'all weren't I guess using any other press or some other way to bulldoze traffic to the giveaway and your store?
Justine: On my website and in my newsletter, because I started building a mailing listing very early on on. In the commencement collection you lot wonder if yous got the sell at all and in the concluding collection, you lot wonder if you produced enough.
Felix: Okay. So let's talk about the transition over to Shopify. What was that like?
Justine: I took some help. I had a friend who is the project leader in ecommerce and he helped me basically enquire the right questions similar what are the focus plans of my websites? Which content exercise I want to accept on there? What'due south priority A, B and C? Then I built my entire infrastructure on post-its pretty much on the wall and I kept moving them effectually until everything was the fashion I wanted information technology. That was thank you to him. Then I took on a graphic designer, somebody to do photo retouching. I did a photo shoot. And and so when I had admittedly everything, I made a switch inside 24 hours because I didn't desire my website to get down because it was already up and running and selling. So it had to happen really, really quickly. And when you switch from another organization to Shopify, you can import your customers, your past analytics and your inventory much quicker into Shopify. So I didn't have to reprogram everything entirely and that was a time saver.
Felix: Are there whatsoever apps that you recommend that you apply or you rely on to run the business?
Justine: What I can absolutely recommend is Shopify University. There's and so much material in in that location. Information technology hasn't happened yet that I don't observe the answer to my question. And then the analytics are super expert in the Shopify organisation. And for case, abandoned carts who play something into a cart versus who visited that production page. This is the kind of information that I want, I know for instance that's on the homepage that I'chiliad amongst the superlative three pct of workshops that launched the aforementioned week equally I did. That's something I want to know. Then I'thousand securely looking at the analytics at least once a month in detail.
Felix: What are some of the interesting things that you've been able to pull out of analytics?
Justine: Traffic. Time on the websites so along the funnel. And then when people reached a product folio, did they place that item into a cart? Did they reach the checkout system? Why didn't they check out in the end? Was I missing a payment method? Why didn't they put that item in the cart? What was missing in that location? So each pace I can try to optimize to increase that conversion charge per unit forth the funnel, and and then inventory management stuff. How much do y'all have left? How much have you sold recently? When exercise you demand to identify a reorder? Because basically the goal is to not be out of stock if possible, to reorder earlier that even happens. So it helps me stay on top of things. I know how many tops I take in my boxes left because my inventory tells me that. Merely looking at the analytics, you lot can even say in how long yous will reach the lesser of the box basically, and that'southward super useful information.
Felix: What has been the biggest lesson that you've learned in the past twelvemonth that you lot're actively applying this year?
Justine: I think the matter that I should have done a lot earlier was to hire somebody. I worked for the last 3 years at to the lowest degree, a lot with freelancers for YouTube or for my characterization itself. And I've had assistance, editors, videographers, photographers, translators, lawyers, everything. I even have a production manager at present helping me with the details of the execution of a new collection. I should accept had somebody earlier on who is function of my team, fixed team because I take like 2 jobs, i is fashion and one is YouTube. That's a lot of things to think of and to call back, and I should have had a personal assistant full time a lot early on. I learned my lesson. I'm recruiting this year.
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