Growing in Toronto, Canada, Tanya taylorNow the founder of the Women’s Women’s brand and the founder of another evening brand, DelphinShe really did not know that she could make a career in fashion, she says. However, as someone from the “very entrepreneur” family, she always dreams of running her own business.
Image Credit: Courtesy of Tanya Taylor. Tanya Taylor.
“I said that our dinner table conversation was always about small businesses, people you work, the values you have in your work and when you can build a company, how beneficial it is,” Taylor says “,
The foundation inspired him to study finance at McGill University, but Taylor could not shake “creative itching”, which he felt to join the fashion world. So Taylor went to New York City, where she did not know anyone at the time, and Parsons AAS applied for the fashion design program – after which her “whole world changed.”
Taylor worked for Mary-Kate and Ashley Olsen for many years on his contemporary lifestyle brand, Elizabeth and James.
Taylor recalls, “I found inspirational, and what I still liked to think even today is how much he was with his design process,” and how they were working for a female founder who was making a product for a customer, who could really be related, whether it was through age or just lifestyle, feeling fun. We were not guessing who this person was. It was not in reality. ,
Image Credit: Courtesy of Tanya Taylor
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Taylor decided to marry what he learned at a business school with his growing experience in the fashion industry. He recognized a difference in the market for a “expressive, inclusive, joyful brand” that felt it was designed by someone who wanted to be close to the customer.
Although Taylor admitted that she was “naive” when she jumped the founder of fashion, her commitment to start a company that would be “favorable to the market”. Taylor’s name increased from an employee to a team of about 40 people in the brand 2012 today. The brand watched $ 25 million gross revenue last year, and net sales growth exceeded 40%.
“I wanted to bring a different speed and give myself a different creative playground.”
Last year, Taylor also worked in the evening time with the launch of his second brand, Delphine.
“I wanted to bring a different speed and give myself a different creative playground that represented a different aspect of my friends, and what I saw in the market,” says Taylor. “I am 39 years old, and I was having very difficult times to find clothes to go into all the events in my life that were either too young or not very sexy. I was remembering the smooth sophistication that I was able to find.”
Image Credit: Courtesy of Delphine
Of course, the decade between Taylor’s first and second brands roll-outs see significant changes in fashion business.
entrepreneur SAT with Taylor gave its ongoing development strategy and new brand, Delphine, to make up their first brand to build their first brand and to be suited to the change of industry changes.
1. The retail remains valuable among the shifting landscape
As a young designer without a network in New York, Taylor staged a fashion week show that attracts a focus in Momma’s Egnes Gund lobby with “cookie” details-like regular drinks as well as borenders with trays carrying goldfish swimming in glasses as well as glasses.
There was a way to launch wholesale when Taylor started his first brand, and Momom show it found it successfully at the door. Sachs Fifth Avenue expressed interest in keeping in mind the “longevity” of Taylor’s ideas and did not feel the brand like “chasing trends”. Sachs became the first retailer of Taylor, and Burgadorf Goodman soon followed it.
Many businesses have had to struggle with a decline in physical retail in the last decade. However, brick-and-mortar stores are watching a revival, and luxury brands are rapidly investing in flagship stores, vogue business Informed In 2022, in 2023, Tanya Taylor opened his first flagship store on Madison Avenue in New York City. The store was profitable in its first year and 40% of the customer claims the return rate.
Taylor is ready to include his company’s prominent presence.
The founder says, “Retail here is exciting for me.” “We get more possibilities for (connecting with people). Every day at 6:30 pm, we get this novel from our store about every person who goes inside: a short story from where they are, why they decided what they have bought or not, what is happening with his sister. It is very interesting to feel personally attached to those.
Image Credit: Courtesy of Tanya Taylor
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2. Self-funding continues to increase the brands of Taylor
Taylor’s first brand was self-funded and remains so; She is currently taking the same step with Delphine.
Although challenging several times, the self-funding allows Taylor to invest completely in his and his team and provides flexibility to keep the brand values first and consider a long-term victory on short-term gains, the founder says.
Additionally, self-funding prevents brands from adopting “private equity-supported voice”. It is especially important that his different personalities were given – the first brand’s “happy,” acceptable “ethos vs.” of the second “emotionally operated, more mischievous” vibi.
Despite the difference between the two brands, Taylor contacts with a similar “enthusiasm” with both his voice and marketing strategies, which she says is the key to connecting with customers and always keeping them first.
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3. Direct connection with customers means more opportunities
The rise of direct-to-conjumer marketing “translates a new opportunity to build a relationship with the customer,” says Taylor.
Delphine works with some “incredible retailers”, but the appearance of the brand works as a chance to “go back to the basics” and ask important questions in the Madison Avenue Store: How do I get closer to the customer? How do I encourage him?
Social media, naturally, is another means of that end. Influencer marketing was not present when Tanya Taylor was launched; Now, this is often the first touchpoint of the customer with a brand.
“It sounds like a major change in the industry,” says Taylor. “You are not staring at a model in a studio, showing you how you put a sweater with a skirt. You are looking at someone running to work, what shoes they are wearing and what their lives looks like. It has kept the customer so much in the fashion center, a way I like to design.”
Additionally, social media, especially Instagram, allows Taylor to interact with more customers than ever – and hugs herself by responding to several DMS. “I am asking people questions,” says Taylor. “I am very excited about learning quickly. I like crowdsourcing opinion, and as a designer who is like a sponge, it is very beneficial to see that access change.”
Image Credit: Courtesy of Delphine
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As a two -time founder in an era, when the ecommerce and social media have completely changed the industry, Taylor has some useful advice for any entrepreneur who expects to succeed in business: find out what makes you special, and surround themselves with those who believe in that distinction, whether professors, industries, or friends.
“It was really important to me, really,” says Taylor. “(It) helps me feel some confidence. Entrepreneurship is a mind game. Once you start it, a lot of people love it and continue it, but you have to find ways to keep yourself strong and strong your creativity, and it is through the community.”
This article is part of our ongoing female Entrepreneur® series, exposing stories, challenges and victory to run business as a woman.
