Wear Eponymous was very lucky to have secured Amy’s brand near the beginning of our launch and it’s been one of the longest and most fruitful collaborations we’ve shared. So why do we think the Amy McGregor brand has stayed the distance when others who were launching alongside her have slowed or stopped altogether?
Firstly, we believe Amy’s brand has evolved and grown due to her openness and honesty to communicate goals and timescales during our planning discussions, willingness to take a chance on opportunities that arise (sometimes at very short notice!) and an understanding of the realities of the industry we work in.
From day one we’ve shared a positivity in what we believe in and acknowledged that a large network of connections, getting in front of the right customer for your brand and refusing to play the blame game is the way to break through. What do we mean by the blame game? For us it’s when you don’t want to take any responsibility for why something’s not working in your business and the blind belief that it’s everything or everyone else’s fault. This serves no purpose to anybody, especially your brand, and it was Amy’s strong design qualifications and retail background that continues to make her lifestyle brand a great one to work with; she understands customer behaviour.
When we first began working together we both agreed that there was nothing wrong with Amy’s current product photography, but that we could improve on it by adding lifestyle images which placed the products in context and upped the desirability factor for interested customers. At that point in time we had an in-house photographer and the W.E. team set to work location scouting, discovering a beautiful apartment in Glasgow which was owned by an interior designer who was a fan of Amy’s work. We brokered a deal, dealt with the legalities and set the date, all on Amy’s behalf but with her full input and approval at all times.
The following are examples of the product shots before, followed by their contextual placement in the lifestyle shoot.
In the two years we’ve been working together, Amy has participated in all three of our popup shops, the first at Glasgow Fort shopping complex where we worked in conjunction with British Land on a project of just over a month to set up a shop, monitor the buyer demographics of an emerging brand over the Christmas period and present our findings to the board in the following January 2015.
Our latest popup at Princes Square ran double the projected time and we agreed that this shop space would benefit so much more from a ‘lifestyle zone’ rather than product on a table. This turned out to be right decision as sales eclipsed both previous events and we had trouble keeping several items in stock, with customers on waiting lists for framed prints, requests for her tee-shirt line in additional sizes than those stocked and bulk orders going straight from the store to destinations such as Ireland, France and USA.
Finally, we’ve been extremely lucky with PR when it comes to Amy’s brand; her products are regularly picked up for press and the resulting increase in profile is essential for all involved. Publications picking up a brand’s products are a great boost to your business and are essentially telling the reader that they approve of your creation, so to have our collection of Amy’s products featured in major publications such as Woman and Home, The Daily Telegraph and Psychologies to name a few is testament to the hard work involved in bringing your skills and beliefs together for mutual progress.
Our journey with Amy continues to evolve and what’s lovely about this particular collaboration is that we’ve become good friends. We always work with brands that we gel with (no-one’s going to reach their maximum potential if there’s a lack of chemistry) and no matter what the future holds for Wear Eponymous or Amy McGregor lifestyle, we’ve developed an understanding of what a developing brand requires that confirms the need for a supportive hub like ours to exist.