In the third episode of the Vogue Business and Department for International Trade’s master class series on how to succeed abroad, The Vampire’s Wife sales director Katelyn Mochrie joins Vogue Business retail and marketing editor Kati Chitrakorn to discuss how the womenswear label pivoted to virtual showrooms as a way to reach new international buyers.
Founded in 2016 by Susie Cave, the model and wife of musician Nick Cave, The Vampire’s Wife has won over consumers and celebrities including Cate Blanchett, Florence Welch and Ruth Negga for its Victorian-inspired dresses and subtly gothic collections. While dozens of fashion brands have built their businesses on easy-wearing dresses, the category is often trend-driven. Cave’s approach is closer to the likes of Batsheva or Chopova Lowena: the aesthetic is unique and clear, the pieces are flattering and the prices are competitive.
When cases of Covid-19 began to rise at the beginning of 2020, jeopardising international travel and large scale events, brands scrambled to put together online presentations and sessions for buyers who normally travelled from one city to another to meet designers and visit showrooms. It was crucial to rethink the showroom experience and take advantage of the technologies available for digital buying, says Mochrie.
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Enter Joor: a digital wholesale platform also used by Kering, LVMH and Richemont. The platform, which seeks to improve the virtual buying experience by providing samples and materials faster, facilitated 500,000 new connections in 2020. The Vampire’s Wife partnered with Joor for the first time that year, and there has been a clear impact on the business, says Mochrie. “They effectively gave us an opportunity to create digital awareness and an experience for international retail partners to be aware of us and help further connect us with new business opportunities.”
Even as lockdown restrictions lift and travel gradually resumes, virtual showrooms will continue to be important for international growth and retailers will want convenient ways of placing an order, says Mochrie. The key to global expansion is having a distinctive USP, she says. “It’s imperative to find your niche and secure your place in the fashion industry. We make sure that with every project, whether it’s a marketing initiative or a customer-facing event, we’re really championing Susie Cave’s vision for the brand.”
To conclude the five-episode Vogue Business and Department for International trade master class series, we will publish a free, comprehensive report. You can register to receive the full report here.
