All posts filed under: Behind Brass

Behind The Scenes: Selfie Sunday

On Sunday, March 20th, Brass invited 10 customers to participate in Selfie Sunday: a professional photo shoot featuring real women. We were overwhelmed with the response. All 10 spots were claimed within hours of announcing the event. We wrapped the day feeling like this was one of the coolest, most inspired things that we have done since launching Brass. A big thank you goes to Lara, Kathy, and Rachel who made this happen and of course, to all of our beautiful models. Below is an account of the event by one of our gorgeous models and customers, Alexandra Mandzak.  The term “Selfie Sunday” might spark self-indulgent images of brunch and mimosas with the girlfriends, or perhaps being cozy on the couch, reading the day away. Maybe your way of treating yourself is to sleep late and spend the rest of the day in bed. My version of “Selfie Sunday” was a bit different. It was a day devoted not to the selfie but to the self as a whole—and the importance of making that self …

The Story of the Essential Tee

  We believe the perfect wardrobe starts with the perfect tee.  That’s why we’re so excited to launch our first line of Essential Tees this week.  We’ve worked for months to perfect them.  You’ve given us your input and feedback along the way.  Tonight we’re excited to take a look back at the making of the Essential Tees, and share a sneak peek from our photo shoot with Kayte Demont of Mass Musings. The Big Picture We started Brass to help women like you build beautiful, high quality wardrobes.  We knew exactly what you were looking for in a clothing brand because we were you.  We had grown tired of crappy fast fashion.  We were sick of degrading quality.  We wanted a curated wardrobe full of well-made, versatile pieces.  We wanted beautiful style.  And we wanted to to look great everyday. In short,  we wanted a closet that looked like this: And to leave the house feeling like this: We launched in September of 2014 with five dress styles.  We started with dresses because they’re an entire …

Just Because You Have an MBA Doesn’t Mean You’re Good at Marketing

I was recently talking to a good friend in the e-commerce world. She was telling me about a candidate she interviewed for the role of marketing director. The woman had amazing credentials; an ivy league undergrad degree and an MBA from a top tier program. The candidate was perfect on paper, but in the end she did not get the job. When I asked my friend why, she told me the candidate was lacking EQ. One’s EQ – similar to IQ – measures your emotional intelligence.  “It’s too bad…” she said, “given her other abilities, she could’ve been a rock star.” Why is it so important for your marketing director to have high EQ?   Nowadays, marketers have an abundance of data and analytics at their fingertips. These resources allow you to understand the industry and make intelligent marketing decisions. However, a marketing strategy based only on IQ (i.e. information derived from data and analytics) will not be enough to set your brand apart.  A marketing director who sets a strategy based only on data will miss the emotional piece. Marketers with strong EQ understand the human …

8 Months Running an Apparel Company

Tonight marks the last day of our Kickstarter campaign. We’ve only got a few hours to go, so we thought we’d take the chance to reflect on the last 8 months since we launched. We’ve loved including you, our customers and supporters, in our design process. Your feedback directly influences the clothing we design and make. We really do think of you as being a part of our team. So, let’s take a moment to look back on what we (including you) have accomplished over the last 8 months. September / October 2014 We prepped and promoted Brass for about 6 months prior to launch. We did a lot of Instagramming and a lot of blogging. We wrote a post on brand licensing in the apparel industry (bit.ly/mythofthemaxxinista) and it went viral. This post now has almost 1 million views and really helped us to grow our email list. When we launched on September 23, 2014 we had approximately 700 people on our email list and we sold 34 dresses in the first week. We …

Kickstarter Day 1: Let’s Keep Up The Pace!

It has been 24 hours since our Kickstarter launched we are already 25% funded! Let’s keep up the momentum! The faster we get funded the more likely we are to get featured in press and spread the word about Brass!  In particular we’d love for you, our current customers, to help us spread the word. There is no better recommendation than word of mouth, so please tell your friends about us if you love what we’re doing. So, if have a sec, please share our campaign on Facebook, Twitter, and Instagram. Here is the link: http://kck.st/1OBGtSe Here are three easy steps for sharing. We know you are busy gals! 1. Click to share on Facebook  (Facebook is the #1 referrer of traffic for Kickstarter projects!) 2. Tweet on Twitter.  Here are a few ideas for tweets. Click to tweet them, quick and easy: Have you heard of @brassclo? Ladies, check them out on @kickstarter: http://ctt.ec/ycs3e+ #kicksomebrass I already own one dress from @brassclo. Can’t wait to get my hands on one of the Spring dresses: http://kck.st/1OBGtSe …

Brass Kickstarter Launch 4/28

We’re excited to announce we’ll be launching our spring line with a Kickstarter campaign.  For those of you not familiar with Kickstarter, we’ve included some information about the crowd-funding platform at the end of this post. We chose Kickstarter for 2 reasons: 1) we want to meet new people and spread the word about Brass and 2) if successful, we’ll have resources to produce more dresses. We’ll be able to manufacture 5 new styles and takes on old favs like the Shirt Dress in Chambray or the Tank Maxi in Black.  Mmmmhmmm, we said Chambray.   THE LINE We have 5 new dresses for you this Spring.  After reviewing survey results (thanks to all of you who helped!), we had a good idea of the styles you wanted this season.  From there, we developed our line based on the basic Brass principles: versatile silhouette, beautiful fabric and neutral color palette.  THE CAMPAIGN  Our Kickstarter will run from April 28 – May 28, and we hope to raise $20,000. We’ll pre-sell all 5 dress styles, and …

Launch of the Sweater Dress

When we first conceived of Brass (about a year ago), we decided we would start with a line of 5 dress styles.  We saw it like this: 1) A dress is an outfit in and of itself; so customers could buy one thing from us and still have a complete ensemble. And 2) starting a fashion company with one category (dresses) would allow us to test our concept with a minimum viable product approach. While most fashion brands produce at least 12 pieces per season, starting with 5 styles was an intentional move to keep our young business nimble.  This allowed us to talk to customers, gather feedback and produce a line clothing that fits their lives.  This week we are celebrating the launch of our 6th dress, the Sweater Dress. It has been a true collaboration with our customers, and we can’t wait to share it with you.  We feel incredibly grateful for the dialogue we’ve had with all of you. From the beginning, we sent surveys, we did polls, we exchanged emails – …