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How Pocket Square Brand Sebastian Cruz Couture Was Built
The luxury fashion brand Sebastian Cruz Couture is famous for its pocket squares and also noted for its jackets, shoes and accessories. Having been a leading player in its field since way back in 2013, the company has been able to grow its reputation without ever seeking investment from outside.
The brand is run by husband-and-wife team Cesar and Natasha Cruz and now has a huge social media following – over 392k followers on Instagram. It has received media coverage from outlets including USA Today and its garments have been worn by a range of well-known figures.
A key development
A pivotal moment in the growth of the brand was when a new machine was created to speed up pocket square production times. Before this machine was created, it took around 40 minutes for a square with a crocheted border to be produced. It’s now possible for 25 to be manufactured within an hour. The pocket squares were key to the company’s fortunes soaring without investment been sought from outside. As these products were so profitable, the team were able to use revenue generated by them to expand into other products including the jackets, footwear and accessories.
An online operation
The company is named after the couple’s unborn son as well as their surname, with ‘couture’ coming from the way products are handmade. Many people have asked the couple why the company can only be found online rather than offline. Cesar says they decided not to open physical stores due to the increasing costs of running them. He also states that his customers tend to prefer shopping online and that the work involved in operating physical stores was likely to remove much of the joy from managing the company whilst swallowing up more of their free time. However, franchises were offered out to would-be entrepreneurs for a limited period. As this failed to deliver the desired outcome and expectations were not met, the couple decided to take back the territories after the contracts expired.
Gaining an edge in the luxury fashion market
Cesar has valuable advice for those thinking about setting up fashion companies. He encourages potential businesspeople to think carefully about the products they want to sell, who they want to sell them to and how they want to sell. According to Cesar, those that wish to market to the 1% need to adopt a completely different approach to those that plan to sell “high volume, low ticket” items. In Cesar’s experience, it’s possible to make a quick buck selling cheap fashion items, but those that do opt for this strategy see little brand loyalty and are normally usurped by new competitors sooner rather than later. Companies that specialise in luxury fashion items are more likely to retain their customers for several years or even a lifetime. Cesar says it can take longer for luxury fashion brands to build a reputation, but that their efforts can pay back dividends once they have established positive customer relationships.
Aiming to innovate
It’s also essential that luxury fashion brands aim to develop truly distinctive products and spend vast time thinking about presentation, according to Cesar. They should be less occupied with low or competitive pricing and more determined to “innovate” so their customers can “look and feel great”. He also stresses the importance of consistent messaging and looking at mistakes made by competitors so they can avoid making the same errors. It’s also vitally important to seek out and pay attention to consumer feedback and to reply to any customers’ queries or feedback, particularly on social media. Find out more at www.sebastiancruzcouture.com
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