ADDISON was co-founded by Amy Hsiung and self funded. The brand grew to a $10 million business in three short years selling to major department stores and 200+ boutiques worldwide. In addition, The Addison Story was a diffusion line specifically designed for Anthropologie. Amy was the CCO and Creative Director for the brand and worked in all aspects of the business from Brand, Sales and Marketing strategy to Creative Direction for each season.

THE CHALLENGE

Starting a business. Scaling the business. Keeping true to the designer’s LA meets NY design aesthetic while making sure the sales showroom, retailers and customers have the product assortment they need from the brand.

THE SOLUTION

Research: Explored how to start business (business plans, balance sheets, trademarking, production, overseas suppliers) and find the right partners. We visited stores and met with buyers to understand their needs and the holes in the market. We constantly looked at sales numbers and projections and stayed up to date on the trends.

Refine: Restructured every aspect of production and distribution as the brand grew and evolved. We set up strategic collaborations and exclusives with other aligned brands. We designed collections to meet the demands of the customers without sacrificing the brand’s true aesthetic . We communicated purpose and styling for each piece to the sales team, stores and directly to the customer across all social platforms, as well as through email marketing.

Reimagine: ADDISON got older women to dress younger (AUTHENTICITY)