S2. Ep. 127 How She Did It Her Way (and Revolutionized an Entire Apparel Category) with Kerry O'Brien, Founder of Commando
“When I opened my top drawer, I felt deflated,” says Kerry O’Brien, founder, CEO and Lead Designer of trailblazing undergarment line Commando, of what first inspired her to start her business. Commando is the first undergarment line to be free from both elastic and trim, and she holds two patents for her innovative hosiery and slips. Her fashion designs have been featured on countless runways and in top fashion magazines, earning her entry into the Council of Fashion Designers of America in 2012. Though she spent years in financial public relations in New York, Kerry, a fourth-generation Vermonter, now resides in Burlington with her three children.
Top takeaways from today’s episode:
People want to help you, or find someone who can
Women lean into brands they trust—trust which has to be earned
Grassroots marketing has been replaced by authenticity—people want to know the story behind the brand
Challenges and obstacles are normal, everyone should know that
Ask for help, and if the person you’re asking can’t help, ask them if they know someone who can
Quotes
• “Ask for help. If they can't help help you, there's another question you ask: ‘Do you know someone who can?’” (43:48-43:56 | Kerry)
• “Women lean into brands that they trust, and you have to earn that trust from day one. It’s a friendship, a relationship you have with your customer.” (18:03-18:12 | Kerry)
• “Grassroots has been replaced by authenticity. Everyone talks about authenticity. You want it to be authentic. People care about brands because they want to know the story of the brand, who they're dealing with. Grassroots was like person-to-person in the know. Now you're able to talk about your authenticity and doing things like the carry fit, caring about where your fabrics come from, how they're made, and not paying people to wear our stuff. All that adds to that authenticity.” (21:45-22:22 | Kerry)
Connect with Kerry O'Brien:
Instagram Commando | http://www.instagram.com/wearcommando
Instagram Kerry | http://www.instagram.com/commandokerry
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