In the second episode of the Vogue Business and Department for International Trade master class series on how to succeed abroad, Galvan London’s chief executive Tim Nixdorff joins Vogue Business retail and marketing editor Kati Chitrakorn to discuss how a “land and expand” approach, combined with clear messaging, is part of the brand’s strategy to build customer retention and long-term customer value in the US.
Galvan was established in 2014 by Anna-Christin Haas, Sola Harrison, Carolyn Franks and Katherine Holmgren who came together from the worlds of fashion and contemporary art with a shared vision for a new kind of occasionwear. The UK-based brand entered the US with a wholesale approach, linking up with luxury e-tailers including Net-a-Porter as well as localised stores such as Bergdorf Goodman, before hosting its own trunk shows and launching an e-commerce site.
Galvan was laying the groundwork for its “land and expand” strategy, which includes starting small with customers, gaining their trust and then expanding into other areas of their lives to become a trusted partner, explains Nixdorff. “To begin, we tried to find strong local partners to establish ourselves in the market. You want to make your brand known with a certain segment of customers, who want to see and get their hands on the product.”
It’s also important to find ways to grow a direct connection with the customer, he says. The intimate trunk show model offers an analog way to stand out offline, and can also help brands better understand their clients and predict sales demand, says Nixdorff. “You can test the waters if it’s a new market. The moment you go into wholesale, you lose direct feedback. It’s not so easy to understand how the customer perceives the brand, the garment and their experience with it.”
In 2016, Galvan opened its first physical standalone store in New York. Today it’s the brand’s strongest direct-to-consumer (DTC) channel, according to Nixdorff. The goal is to create an immersive brand experience for the customer. “The stores for us are brand touchpoints where we really derive a lot of feedback on how the product fits or how people wear it,” he says. “It’s much more than just a sales channel.”
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November 26, 2021 at 12:35PM
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Episode 2: Inside Galvan’s US “land and expand” strategy - Vogue Business
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