How Le Tote used customer data to create its first influencer collection

How Le Tote used customer data to create its first influencer collection
By Hilary Milnes.

For Le Tote’s first design collaboration, with model Olivia Culpo, the production process was a delicate balance of mining customer data to make decisions and trusting Culpo’s subjective style.

The collection resulted in items more fashion-forward than Le Tote’s typical selection, while still fitting with the subscription company’s core of affordable workwear: a reversible bomber jacket, a frilled leather skirt and a variety of printed blouses. While the company’s e-commerce site is usually only accessible to its members, Le Tote made this collection available for anyone to shop, as a way to capitalize off the buzzy collaboration.

Five years after it was founded, Le Tote is edging into a brand-building strategy that includes Culpo and other influencers. Its business model earned an early reputation in fashion-tech media as the “Netflix for fashion”: Members pay a flat fee for a monthly shipment of clothing and accessories they can wear for a month and return, or purchase at a special price. In 2016, Le Tote shipped $100 million worth of clothing, and Rakesh Tondon, Le Tote’s CEO and co-founder, said business has grown six times its size over the last three years. So far, the company has raised $53 million in funding.

Read more at Glossy.

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