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Mallorie Dunn, founder and designer SmartGlamor knows a thing or two about rotation.
owner including A New York-based clothing company (like many of us) had to deal with the reality of the COVID 19 pandemic while trying to figure out the best way to provide something in high demand to the public… so it turned to masks.
Mallorie’s Pandemic Pivot
Back then, Mallorie tells me,“Conversations started happening around masks. I talked to my husband about making masks for us and was doing a lot of research about the best types and patterns for them. And then I said, ‘Well, I guess I’ll post this on my personal Facebook and see if anyone else wants them.’ “So I posted it, and it just blew up and everybody wanted them. So I said, “Well, okay, so I’m going to have to like to figure out how I did it.”
And realize what you did!
Mallorie wanted to make sure masks were accessible to anyone who needed them, so she set the price to “Pay As You Can” and declined a suggested price to keep things as fair as possible.
Mallorie tells me about that time, “From the beginning of April to September 2020; I was just making masks. Actually, I wasn’t promoting clothes and I wasn’t doing new collections, shooting or anything – I was focusing on masks. During this time, I made 5000 masks,” he said.
With this pandemic pivot, she also wanted to make sure she was providing masks that fit all sizes. “I bought them in four adult sizes and three children’s sizes because that’s another thing I’ve seen people do in one, maybe two adult sizes if you’re lucky, and one maybe two in a kid’s size. A lot of people were having issues with masks not fitting properly.”, Mallorie recalls.
With the success of mask sales, it also managed to donate masks. As a result, about 1,000 of the 5000 masks made during this time were donated across the country and as far as India.
Make It Easy To Go Back To Clothes
Eventually, Mallorie noticed a significant drop in mask sales. Tired of making masks, Mallorie was grateful for her break and started to wonder… are people ready to shop for clothes again?! So, on a whim, she decided to ask the question to the brand’s more than 9,300 Instagram followers, and the response resonated. YEAH!
But as the pandemic is still so rampant, he wanted to know exactly what his customers’ needs were. “Me too, okay, so what are you? [the customer] request? Because we are in a completely different environment. What, what exactly do you want me to do? People were saying they wanted cozy fall clothes that were cute, warm and comfortable.“
SmartGlamour’s Special Approach to Collecting
He continued to ask questions for this Fall 2020 collection, using Instagram stories and polls to gauge people’s interest in patterns, colors, designs and more.
SmartGlamours has included its followers, and even more, a behind-the-scenes look at the Fall 2020 collection.
“I launched the collection last fall a year ago, and it sold three times more on day one than anything SmartGlamor has sold in its history.” she tells me.
He realized that by engaging SmartGlamour’s customer base in the collection process, they felt they had invested in this line. And because it went directly to its customers for feedback, it didn’t take any guesswork out of what people needed and wanted – a win/win.
Fast forward to this year’s Fall 2021 collection.
SmartGlamour’s Latest Collection
To create this year’s SmartGlamor fall collection, she used the same collaborative process to bring us this sustainable, size-inclusive collection now available through SmartGlamour.com!
I asked Mallorie to explain her fall collection and how she keeps it as sustainable as possible. He is telling “So in general, the way SmartGlamour works (even before COVID) is that I don’t always bring back the things I have forever. They’re like good fashion essentials and staples. These are the things you always pull out of your closet and mix and match with other things. “I bring them back and reshoot them in new colors. About half of the items are classic styles and then half are new items. This last collection is the same.”
With No More Efforts, SmartGlamour’s Latest Collection!
Featured items in the model:
IThemes found in the model:
Featured items in the model:
Sargent Buttoned Front Round Skirt
Featured items in the model:
Sharice Bell Sleeve Shawl Sweater
Featured items in the model:
Baby Short Pleather Moto Jacket
Featured items in the model:
Hallie Button Front Cable Knit Cardigan
Featured items in the model:
Ursula Dolman Short Sweatshirt
Featured items in the model:
Featured items in the model:
Holly Loose Fit Knitwear Dress
Holidays are literally just around the corner, don’t forget to support small business owners like Mallorie, who pour their blood, sweat, and tears into their passions! As a result, the garments are incredibly well made, will never go out of style, and in SmartGlamour’s case, they are ethically and sustainably made-to-order and go up to 15X! This is almost unheard of!
We love to highlight and support small independent designers and brands because they are the backbone of the plus-size fashion industry. They are true innovators and trendsetters, but they rarely get the attention they deserve! So, if you haven’t already… Please follow and support brands like SmartGlamour and let them know you are appreciated!
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