Author:Tanya TaylorPublish date:Apr 8, 2020It's hard to explain what these past few weeks have felt like. I acknowledge that each business will find its own way through this unprecedented moment in our industry's history. For me it has felt like I am trying to solve an equation on a whiteboard while standing in quicksand. Every day is a challenge to keep our business alive, our team and community safe and our customers inspired and loyal.
Every Monday morning we have an all-team meeting. Three Mondays ago was our first digital Monday morning meeting and was different from any meeting that preceded it. Our President and I addressed the company honestly and openly and laid out our priorities for the weeks ahead – getting as much information as possible from our retailers, partners, media, other designers, the CFDA and the government and most importantly, cutting costs wherever possible.
Shifting our marketing We immediately shifted our marketing to focus entirely on positivity, creativity and color. We believe it's important to bring our customers along on our journey during this challenging time. From hosting digital color therapy classes to asking our audience to digitally paint their ceilings on Instagram to imagine a more joyful environment, we are shifting our creative energy to dream and to make an impact outside of clothing.
Rethinking our delivery cadenceWe've adjusted the cadence of all products originally slated from March through June and will defer shipping our Spring 3, Summer and Pre-Fall deliveries to later when stores are open and customers are shopping. Many retailers are canceling orders for late Spring and Summer deliveries, but we are not accepting cancellations outright and are instead looking for partnership and creative solutions to repackage assortments.