Today we are joined by Lauren French who has built an incredibly successful career in the fashion industry as the head of Motto Fashions. Started by her parents 30 years earlier, Lauren eagerly took over the reins of the family business, using her fashion industry background and ecom know-how to propel the business into the modern age. When the pandemic hit, this formerly brick-and-mortar biz faced a make or break moment and went all in on mass marketing, influencer collabs, and strategic paid advertising.
The move certainly paid off, with Motto Fashions going from strength to strength ever since. In 2021, Lauren bought Motto from her parents, going on to make more than $5 million in revenue — five times more than in 2019! Recently listed by Smart Company as number 21 in their Smart50 Awards 2023, she has been featured by 7News, The Audacious Agency and Medium for her innovative approach to retail. Her journey offers invaluable lessons for anyone looking to make their mark, particularly in times of uncertainty.
When One Door Closes, Start Up the Live Streaming
During the pandemic, Motto’s brick-and-mortar stores were forced to close overnight, so Lauren had to get creative. Rather than giving up, she leaned into digital channels and began live-streaming fashion shows, every day at 4pm.
We didn’t know if we were going to be closed for a week, two weeks, a year—we had no idea. So I thought, what if we do a live stream? I didn’t even know how to do one.
These sessions became more than just a sales tool—they were a way to maintain and even strengthen the brand’s connection with their core customers, many of whom are women over 40 and seeking style inspo. Despite the initial challenges, this bold pivot helped them retain customer interest.
“It’s the one time me and my mum can actually try stuff on with the range that’s all been dropped. We’re getting feedback in real time… It’s like a research piece.”
The strategy proved incredibly successful. By showing how pieces could be worn in different ways, the live streams provided real value to viewers, showcasing Motto’s expertise in making fashion accessible and practical. Authenticity kept their audience engaged and coming back. In the face of adversity, Motto not only survived but thrived, growing a loyal customer base that expanded even during lockdown.
When in Doubt, Focus on Your Hero Products
One of the standout strategies in Motto’s success story is the focus on hero products—items that resonate deeply with their audience. For Motto, that item is the Miracle Pant, a body-sculpting, versatile piece that has become a cornerstone of their marketing and influencer campaigns.
“We picked this product because it’s got mass appeal; it’s affordable, repeatable, and suits so many ages and body types.”
By honing in on this single item, Motto was able to build top-of-funnel awareness, driving new customer acquisition at a rapid pace.
“If that’s our top-of-funnel strategy, then underneath that, all that retention comes into play where I’ve spent the last 17 years building out that strategy.”
Lauren and her team ensured that the product became a consistent theme in their marketing efforts, which paid off handsomely. The result? A staggering 127% growth in just 12 months.
“We pretty much got as many people looking at the brand as humanly possible.”
Focusing on a hero product allowed Motto to scale efficiently, simplify both their inventory management and marketing efforts while still offering a diverse product range to their customers once they were hooked.
It’s All About Building Authentic Relationships
Lauren’s success isn’t just about clever product strategies; it’s about building authentic relationships with influencers and celebrities. One of her standout partnerships was with comedian and TV personality Julia Morris, who became an ambassador for Motto. The goal wasn’t just to have Julia wear the clothes—it was to embody Motto’s message of fun, self-expression, and confidence for women over 40.
“She’s hilarious. She’s even better than what you can imagine…We wanted someone who is in the prime of her career when society says, ‘Hang on, no, she shouldn’t be doing that anymore.’ Julia was perfect for that.”
However, Lauren learned that working with celebrities requires a different approach compared to influencer marketing.
“Someone of that significance can’t be treated like an influencer…She needs to be on billboards. It needed to be amplified differently.”
This experience highlighted the importance of understanding the nuances of each relationship and ensuring that the marketing plan aligns with the ambassador’s stature.
A Blueprint for Success
Lauren has given us a masterclass in adaptability and authenticity. From using live streaming to stay connected with customers during a pandemic, to driving growth by focusing on a hero product, and leveraging genuine partnerships with influencers and celebrities, Lauren has taken a traditional family business and transformed it into a modern ecom powerhouse.
