Dealing with a variety of luxury fashion products such as its popular handmade pocket squares, Sebastian Cruz Couture was originally formed in 2013 by Cesar and Natasha Cruz, husband-and-wife. Over the years, the company has expanded significantly. It now provides products such as shoes, vests, shirts, jackets, and accessories – although it was its unique pocket squares that initially won this design brand’s attention.
The growth of the brand
Apart from the couple’s surname, the company gets its name from two other sources. The couple is considering naming their first son Sebastian, and the name’s Couture part is inspired by the way each product is handmade. Since the couple decided never to invest in physical stores some time back, the company is an online-online operation. There were a few reasons for this decision, such as the increasing costs of brick-and-mortar operations and the rising popularity of eCommerce. It can also be extremely time-consuming to operate a physical store, and Cesar wanted to make sure his task remained a pleasure instead of a chore. Although the team issued out franchises for a short period, they soon realized that the owners were unable to meet the expectations. So, the Cruzs took back the territories once the contracts ran out.
Increasing brand engagement
In general, the company has an incredible social media following and has also been covered by various media outlets such as USA Today, Daily Mail, and Eurasian Vogue. It has around 400,000 Instagram followers and believes in setting trends rather than following them. One of the primary causes of growth for this company was the way it was able to significantly reduce pocket square manufacturing teams when a bespoke machine was designed and produced. As of now, the company can produce up to 25 squares within an hour.
Advice and recommendations for luxury fashion start-ups
Although most people love the idea of venturing into the fashion business, what recommendations does Cesar have for would-be innovators and entrepreneurs? Cesar advises those who wish to obtain fashion market success should think keenly about what they want to sell and what type of demographic they’re planning to sell to. He adds that selling “high volume, low ticket” products demands an entirely different approach to marketing. He says that those providing luxury products have a high chance of keeping customers on-side for the long term. Cesar makes it another point that although it can take longer to create luxury fashion brands, customers will most probably remain loyal for a lifetime when relationships have been established.
The significance of innovation
According to Cesar, although people who want to venture into the fashion market should be less focused on competitive pricing, they should aim to provide something truly unique. Such businesses should prove that they’re “here to innovate” and can assist their customers “feel and look great.” What’s more, consistent messaging is vital, and so is paying keen attention to things that competitors are failing in. Furthermore, it’s vital to seek out customer feedback and to interact with customers if they have a question or write comments on their particular social media pages.
Reinvestment continuously made
Regardless of the huge investment being available, Sebastian Cruz Couture was able to evolve. The luxury pocket square was one of the crucial growth drivers – it quickly proved to be very profitable and helped the brand raise funds to expand into different products. What’s more, the company keeps reinvesting substantial sums of money every month. According to Cesar, people should make sure that the implementation of marketing and business ideas is even more distinct than the product itself if you wish to learn more about this brand, head to www.sebastiancruzcouture.com.