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.