Fire&Spark™ President, Dale Bertrand, sat down with Mika Leah, the Founder and CEO of Buxxomly, a women-run lift wear retailer designed to make women more confident with their bodies. Buxxomly was created to make the world’s first deep V-front, backless undergarment crafted from soft, body-fitting, recycled fabric designed to uplift, support, and actually be comfortable. During the interview, Mika told the story of how she created the brand, discovered effective messaging, and found success through partners with like-minded values. Watch the full recording below:
If you’re short on time, here are some takeaways:
Take what’s working and make it better. Shapewear and lingerie have been around for a long time, but Mika noticed a huge gap in the industry’s messaging: how to actually make women more confident with themselves. She created Buxxomly to uplift women and used this messaging to resonate with customers.
Your brand and marketing may shift over time. Mika shared how Buxxomly wasn’t always planned to be branded and marketed the way that it is. She explained that this shift took place after numerous conversations with customers and evaluating her product. In reality, she discovered Buxxomly was aiming for a slightly different target market, so the brand image and marketing strategy shifted to fit this new direction.
Ask your brand partners for feedback. Mika shared how she constantly touches base and has conversations with the retailers she sells Buxxomly products through to get their customer feedback. This has consistently helped her maintain the right marketing strategy as she’s gotten a deeper understanding of who her target customer is and what they are looking for.
Support your customers’ values beyond your product offering. Mika constantly brands Buxxomly as a brand for women by women, however she knew she could uplift women beyond just her products. Mika decided to partner with women designers and women-run factories to continually support her community and customers’ ideals.
Consistently talk directly with your target market. Mika launched numerous focus groups to determine exactly what her target audience thought of her product. This allowed her to reflect on the branding and marketing strategies she already had in place, and update them to reflect customer feedback accordingly.
Research your partners before deciding to work with them. Mika explained how she only wanted to work with companies and partners whose values aligned with hers. In order to determine if the relationship would be beneficial for her, Mika did extensive research on Buxxomly’s potential partners, as well as asked various value-based questions throughout the interview process.
***A special thanks to Mika Leah who made this event successful.***