Laura Cordes, co-founder, GARDORI, talks to DTC Daily about her business trip, the first specialized clothing and fashion platform for businesswomen. Gardoré is an e-commerce marketplace currently working with 25 partners including independent designers, retailers and major brands including Boss, Tommy Hilfiger and Daniel Hechter. In these questions and answers, we learn how business has grown so far and plans for the future.
DTC Daily: Why I founded Gardoré? Why did you set it up as an online business?
Laura Cordes: When I worked as a consultant in big companies in Germany, I realized how hard it was to find nice clothes suitable for work – especially as a woman. First, I think I just do not know yet what and where to shop. But I discovered that my colleagues and friends had the same problems, so I started looking for a solution and found no solution. I felt we needed a solution, which makes it easier for women to find the right clothes to work because our clothes have a strong impact on others, but also on ourselves. The right outfit can be a real booster for self-confidence. I had a co-founder I had a similar experience, even before we knew each other. So we joined efforts to help women find "power," as we call it. We offer our solution online because this way our customers can communicate with us from anywhere anytime.
How Gardoré has grown so far? What role did Antler play in supporting this growth?
For a long time, we have dismantled Gardoré and grown organically only. Antler allowed us to invest some of the first money in project development. At least as important was the support of the Antler team during the program. We can challenge our strategy and concept with real experts and get a lot of valuable input on the various questions we face. Moreover, Antler has a huge network, which is always helpful.
What are the most effective marketing channels for acquiring new customers and driving growth?
For us, content marketing works very well. Women have many questions and insecurities about the theme of fashion business. It is also valuable enough inspiration and a lot of shopping. We create high quality content to give direction and inspiration. This is primarily shared through social media and email channels.
How to use data from the Gardoré platform to help you continue your product development and display?
Data is very important to understand what creates real value for our customers better. How to use our platform? What products have you claimed so much? What topics come with the most open questions? In addition, data is important to match individual customers with products that are personally relevant to them. There is a lot of potential in the data to improve the customer experience in the shopping process.
What does the future hold for Gardure?
Gardoré will become a platform in the world to empower professional women through elegance.