Change with Intention

Grow in the right direction.

Iteration is our livelihood in business. Hundreds of opportunities promise growth every day. How do we choose with intention? 

I’ve learned a counterintuitive lesson about change: The ability to articulate what we don’t want to change is the basis for evolving successfully. For us, that’s a close relationship with our consumer, supporting women, and our brand aesthetic. 

Constant assessment helps us discern what our strengths are and build on them. Each time we achieve success, especially when something takes off, we evaluate: What’s working? What made it resonate? We bookmark those insights and don’t change them. It doesn’t mean that when an iconic bag slows down, the answer is to design 100 versions of it. But, what made that bag a hit? Those attributes make our customer feel good and can be recreated. Success becomes its own playbook. 

When our M.A.B. clutch hit, a popular luxury brand was the only other brand doing chain straps. A chain bag at an accessible price made women feel confident. Trends are an avenue to inspire excitement. Who doesn’t love rocking the It bag of the moment? We try to keep our finger on the pulse and put our spin on the latest must haves. 

Feelings can be a creative compass. Opening our SoHo flagship in 2014 is one of the biggest risks we’ve taken. There were endless architecture, finance, and strategy meetings. Before any of them, we had to distill how we wanted our customer to feel walking into our store. Consultants advised us we had two design options: minimalist luxury or floor to ceiling product. Those made me feel out of my league and overwhelmed. If we were going to take this leap, the store had to be personal. We needed to create Door #3. 

We evoked that connection through technology. You check-in on a mobile app so our associates know what you love. Connected walls then immerse you into our world; The first streams our photoshoots and fashion shows. The second lets you browse our collection and request a fitting room. Once you’re in, the mirror scans your merchandise and makes recommendations. Anything you need, you just tap the screen. The store felt like a true reflection of us: personal and innovative. We took the right risks, while staying true to our ethos. 

Risks rarely bear fruit overnight. Change takes time to settle. When we lowered our prices in 2008, it took three terrifying months to see a return. Our brand eventually grew 548%, though I couldn’t have predicted that in my 24-hour worry. All I could think about was our survival. Products are similar. It took nearly a year for our first backpack to hit. Now, it’s one of our all time best selling styles. 

The potential for success doesn’t make change less scary. I’ve learned to pause in the waiting game. I remind myself: Give it a little time. Trust the process. Some seasons you end up with a bestseller. Others you need to pivot, and the process starts all over again. 

We’re constantly designing a new future, whilst honoring why we’re here. There is a standing invitation to emulate others and follow their path to success. But, there are countless ways to arrive at the same destination. Your destination. 

Our unique stamps as brands are what make us stand out. Let’s make them our superpower. 

What helps you grow in the right direction? Share your tips in the comments! 

My first book, Fearless: The New Rules for Unlocking Creativity, Courage, and Success, comes out on June 15th! It’s a collection of 21 rules that help me overcome my fears and turn my dreams into reality. I’m honored to share them and hope they do the same for you. You can learn more and pre-order it here!