We dive into the fascinating journey of Aimee Smale, the founder of fashion brand Odd Muse. Aimee reflects on her experience as a buyer in commercial retail & shares valuable lessons she carried forward into her own business venture. As a multifaceted entrepreneur responsible for various aspects of her business, she also reveals her methods for ensuring everything is executed to a high standard. She discusses the evolution of her brand's signature pieces, from viral blazers to trending dresses, and the strategic shift that drove sales. Despite challenges, Aimee's team has contributed significantly to her brand's growth, reflected in impressive year-over-year increases in traffic and sales. Reflecting on her milestone of presenting a collection at London Fashion Week & opening a central London store, Aimee shares key lessons for aspiring fashion entrepreneurs. In this episode we discuss : Unwavering Self-Belief: Aimee's journey underscores the importance of steadfast confidence in your product. Despite facing doubts and skepticism, she championed her vision with unwavering self-belief, propelling Odd Muse to success. Championing Best Sellers: Central to Odd Muse's growth strategy is the practice of nurturing best-selling products. Aimee advises young brand owners to keep successful products in the spotlight, continuously innovating and reimagining them to resonate with their audience. Building Anticipation: Creating hype around new launches is crucial for sustaining momentum in the fashion industry. Aimee emphasizes the strategic use of waitlists and timely content creation to generate excitement among customers, ensuring a seamless transition from anticipation to purchase. Multi-Faceted Marketing: In today's digital landscape, a varied marketing strategy is essential for success. Aimee advocates for leveraging different platforms, from TikTok for brand awareness to Instagram and email marketing for nurturing customer relationships. By understanding the unique strengths of each platform, fashion brand owners can effectively engage with their audience and drive sustained growth. Diversifying Markets: Aimee's insights shed light on the importance of diversifying revenue streams across different markets. By balancing customer demographics and geographical regions, fashion brand owners can mitigate risks associated with economic downturns and fluctuations in consumer behavior.   💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content    LINKS MENTIONED IN THE EPISODE Elizabeth's Instagram Odd Muse's Instagram   SPONSOR Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast! Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!   Head to this link to fill out the form and enter! One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand. Psst – whilst you’re there, don’t forget you’re also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"   LET’S STAY IN TOUCH! Are you ready to discover what it takes to become a 6-figure fashion brand?  Or maybe you're already there & looking for ways to improve! I have a really fun quiz for you to try out today!  It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing. As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales. However, with the right marketing, product development, sales channels and pri