Episode Overview
Canadian designer Alexandra Suhner Isenberg studied fashion in Toronto, London, and Paris. She’s worked for brands including Burberry, freelanced, and taught fashion. But when an antique men’s chemise became her favorite thing to sleep in, Alexandra was inspired to start her brand, The Sleep Shirt. Listen for her fascinating story and how she built a successful luxury brand based around a single garment designed to perfection.
Episode Highlights
Introduction to Alexandra Suhner Isenberg and the Sleep Shirt Brand
- Heidi introduces the podcast’s theme and the guest, Alexandra, begins by sharing her background in fashion design, education, and early career experiences.
Early Career and Education
- Alexandra describes her education in Paris and London, her work in luxury brands, and her initial freelance and entrepreneurial ventures.
Starting the Sleep Shirt Brand
- Alexandra explains the inspiration behind Sleep Shirt, initial production runs, and early challenges, including finding manufacturers and funding the business on her own.
Wholesale Breakthrough
- Discusses the pivotal moment of signing with a wholesale agency in 2014, expanding the product line, and getting into major retailers like Barneys and Le Bon Marche.
Impact of Major Press
- Alexandra recounts the significant impact of a Wall Street Journal article on their business and the continued influence of newspaper press over other types of media.
Identifying the Customer Base
- She elaborates on their primary customer demographics and how understanding these customers shapes their marketing and product strategies.
Challenges of Funding and Growing the Business
- Insight into how the business was self-funded, Alexandra’s part-time work, and the financial challenges involved in scaling the company.
Focus Shift from Wholesale to Direct-to-Consumer
- Strategic shift to focus more on direct-to-consumer sales in 2017, utilizing Facebook ads, growing their email list, and improving online presence.
Facebook Ads Strategy
- Detailed discussion on the effectiveness of Facebook ads, particularly retargeting, and the complexities involved in managing ad campaigns.
Building and Leveraging an Email List
- Explanation of strategies for growing and engaging their email list, emphasizing the importance of owning their customer data and the types of content shared.
The Oprah Effect
- Alexandra shares the story of being featured in Oprah’s Favorite Things in 2017, the preparation involved, and the resulting business impact.
The Growth Catalyst of COVID-19
- Reflection on the unexpected boost in their business during COVID-19, adaptability to online shopping trends, and the importance of their product category during the pandemic.
Current Business Operations and Team Dynamics
- Overview of Alexandra’s current role, the team structure, and the importance of having a diverse team, including the benefits of having a male business partner in certain situations.
Remote Management and Global Operations
- Insight into managing the business remotely from Sweden, maintaining strong communication with the team in Canada, and leveraging technology for seamless operations.
Concluding Thoughts and Industry Insights
- Alexandra’s perspective on the privilege and challenges within the fashion industry, and final thoughts on their brand’s journey and customer engagement strategies.
Key Questions and Responses
1. How did Alex get her start in fashion and what was her early career like?
- Alex trained as a fashion designer at Les Ecole de la Chambre Syndicale in Paris and Central Saint Martin’s in London. She worked at luxury brands like Sonia Rykiel and Burberry and also had a lingerie company called State of Undress. After moving back to Canada in 2009, she shifted to blogging and teaching before launching The Sleep Shirt in 2012.
2. What inspired the launch of The Sleep Shirt and how was the brand started?
- The idea for The Sleep Shirt came when Alex found a 19th-century men’s chemise at a London vintage market, which she thought would be perfect to sleep in. She tweaked the design and had a small production run made. Initially, the brand launched online with basic offerings and gained traction through local press and boutiques.
3. How did Alex connect with the wholesale agency, and what impact did it have?
- Alex connected with the wholesale agency through a contact in London who helped her get her email opened by the agency principal. The wholesale agency helped expand the collection and secure exposure in major markets like Le Bon Marche and Barney’s, transitioning the business from a “jobbie” to an established company.
4. What shifts were made to focus on direct-to-consumer sales?
- After ending their relationship with the first wholesale agency, Alex and her team decided to focus more on their online store. They started investing in a 3PL warehouse for order fulfillment, focused on growing their mailing list, and utilized Facebook ads for retargeting, as this method yielded a high return.
5. What role does press play in The Sleep Shirt’s marketing strategy?
- Traditional media, including newspapers and magazines, has been crucial. A Wall Street Journal feature in 2014 significantly boosted sales and emphasized that their target consumer reads newspapers. Alex also values the professionalism of press over influencers for consistent conversions.
6. Can you explain the Facebook ads and email newsletter strategies?
- For Facebook ads, Alex emphasized the importance of retargeting and the complexity of doing it effectively, which led them to hire a specialist. For newsletters, they use Klaviyo and focus on sending emails about new products and sales, as well as setting up various automated flows to engage customers.
7. How has The Sleep Shirt adapted during the COVID-19 pandemic?
- As the founder, Alex moved to Sweden but continues to run the business based in Canada. With the rise in online shopping due to COVID-19, The Sleep Shirt saw growth, especially since their products fit well within the lounge and sleepwear categories. Their streamlined operations and dedicated team also helped maintain business during the pandemic.
About Alexandra:
Alexandra Suhner Isenberg had somewhat of a fairy tale fashion education. She pursued it with a passion, studying in three countries and learning everything she could about design.
Although she had studied the height of haute couture, it was a humble nightshirt that caught Alex’s imagination. While high-end clothing lines were everywhere, she knew the same people who wanted high quality clothing needed something comfortable, modest, and luxurious to sleep in!
The resulting business, The Sleep Shirt, is a perfect example of how niching WAY down can help you build a more successful brand! Rather than creating an entire line of options, Alex started with one basic garment that she worked hard to perfect for the specific customer she wanted to serve.
Another important takeaway from Alex? Some of her brand’s biggest successes have been possible because she reached out to her network! She knew what she wanted, and she reached out to the right people until she made it happen.
Want to hear from another successful brand owner who niched WAY down and is killing it? Check out episode 94: This designer grew a big brand with a TINY niche!
Resources & People Mentioned
- Free resources for SFD Podcast listeners!
- Shop The Sleep Shirt
- Catch The Sleep Shirt on Instagram, Facebook, and Pinterest
- Klaviyo
- Shopify