Ditching the Store: How Preston Zly Built a Thriving Online Luxury Brand with Johanna Preston (episode 541)
Johanna Preston is the co-founder and co-designer at Preston Zly, creators of beautiful, unique, and powerful footwear for women who embody these same qualities. They sell via their Shopify store and physical showroom. Founded over 20 years ago they now do around $350,000 a year.
Listen now for free:
Subscribe on your Favourite Podcast App
Dive in:
[05:37] “Embracing Freedom: Post-COVID Business Shift”
[10:03] Structured Fashion Design Process
[11:33] Magazine Planning Visualization Wall
[15:22] “Maintaining Personal Client Relationships”
[17:55] “Prioritize Building Your Mailing List”
[21:28] Listen to Johanna’s Top Tips!
Build a Strong Email List
Your email list is your most valuable asset. Social media platforms can change algorithms or disappear. Direct email communication gives you control. Capture every customer’s email, even in physical spaces. Nurture this list with valuable content and offers. This ensures you maintain a direct line to your customers, regardless of external platform changes.
Pre-Order Power: Minimize Risk, Maximize Control
Shifting to a pre-order model reduces inventory risks and waste. It allows you to produce based on actual demand. This gave Johanna the ability to know in advance which designs and colors were most likely to sell, making her production process more efficient. In fact, this approach led to a surprising discovery when a bold yellow shoe, which she almost decided not to produce, became a bestseller. This method provides flexibility and ensures you’re making what customers want.
Embrace Flexibility and Adaptability
Small eCommerce businesses can be agile. Quick decision-making is a competitive advantage. Use tools and systems that support rapid adjustments. Be open to changing strategies based on customer feedback and data. This adaptability allows you to respond effectively to market changes and customer needs.
Personal Touch Matters: Build Online Relationships
Luxury eCommerce thrives on trust and personal connection. Use text-based communication like email and messaging apps. Respond promptly and address customer concerns, especially fit issues. Offer guarantees to build confidence. This approach replicates the in-store experience online, fostering loyalty.
Massive Retail-to-eCom Pivot Can Be Good
Before the pandemic, Johanna’s business relied on physical retail. The shift to an eCommerce-first model turned out to be a pivotal moment. With fewer overhead costs and more flexibility in terms of operations, her business thrived online. Johanna reached a broader, global audience and freed her from the constraints of a physical location. Her experience shows the importance of being adaptable and open to change, especially in the face of unforeseen events.
eCommerce Book Top Tip
- Profit First: Transform Your Business from a Cash-Eating Monster to a Money-Making Machine (Entrepreneurship Simplified) by Mike Michalowicz
eCommerce Traffic Top Tip
- The boost post button on Instagram
Tool Top Tip
- ChatGPT
Carbon Top Tip
- For Johanna, it’s shifting to a pre-order model.
Interview links
*Thank you to Lucy Bloomfield for the guest recommendation!
Related Episodes
- The Fashion Business Model of the Future? This is Unfolded with Cally Russell (episode 381)
- Championing Sustainability Through Seasonless Fashion with Lyndie Benson, Bleusalt (episode 434)
- Serving 160k Customers Custom Fit Fashion with Jess Fleischer, Son of a Tailor (episode 456)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Promotions work, but they damage brands and margins.
RevLifter’s intelligent offers drive results by using behavioural signals to target the right customers at the right time.
When Radley London partnered with RevLifter, they saw:
- 15% more conversions
- 20% higher AOV
- 8% savings on promotional costs
Stop wasting discounts on people who’d buy anyway. Try RevLifter free for 90 days—they handle the heavy lifting. Visit RevLifter to learn more.
Full transcript to read & download:
Like to be a guest? Apply Here‘