If the Covid crisis has weakened many companies, it has also pushed others forward! Lisa Gachet, who launched her tutorial blog in 2012, which has become a full-fledged brand since 2015 under the name Make my Lemonade, took the opportunity to continue to share her good humor with her community (283,000 subscribers on Instagram). The one who built her fame with her sewing patterns has evolved by offering a ready-to-wear collection for which she does not hesitate to pose in person. In the background, the designer never ceases to proclaim positive messages that boost the morale of her troops, who follow her for her optimism and good humor. A recipe that works: in 2019, the young company experienced + 140% growth for all of its activities.
And the Covid has not undermined the morale of the troops. “During confinement, we experienced a sharp increase in sales of sewing patterns and subscriptions to our online pattern library (Lemonade Pattern Corner),” says Simoné Eusebio, communications director of Make my Lemonade.
The pre-orders of parts of the new collection released just for deconfinement also worked well. “The pre-order system is increasingly accepted and understood by our customers,” he continues. “After the success of the Ernest Sweat, we launched the pre-orders of our iconic bodysuit during containment. Result: more 2,500 have been produced. This confirms us in this direction which is to offer new pieces on this pre-sales system. It is a way of telling the story of the production of a garment from A to Z and to control it more. avoiding any risk of overproduction. ”
Lisa Gachet, founder and artistic director of Make my Lemonade.
In fact, the Make my Lemonade brand aims more and more to produce eco-responsible collections. Parts manufactured in Europe (with partner workshops located in Portugal, Spain, Macedonia, Italy and even in Paris) in limited quantities, reduction in the use of synthetic materials for a year to favor natural materials, Oeko-labeled fabrics -Tex (which certifies that these do not contain any chemicals harmful to health or the environment), but also increasingly the use of fabrics from a second production circuit (unused or fine fabrics of rolls or stocks of major fashion houses) … There are many approaches.
Denim collection in GOTS certified cotton
In this vein, and to celebrate the five years of Make my Lemonade, this spring was launched a denim collection in 100% organic cotton certified GOTS. Including five cuts, this one is inclusive with sizes ranging from 34 to 48 (from 110 euros).
And to keep control of its sales network, Make my Lemonade is developing its own establishment. After the opening of a boutique-workshop with coffee at 61, quai de Valmy in Paris in October 2018, here she has just opened a stand on the ground floor of BHV Marais in Paris bringing together the loan offer -to-wear, bags and shoes. “Everything was done in record time in a unique context and it is an honor for us to join this so popular Parisian department store”, explains Simoné Eusebio. For its part, the Quai de Valmy boutique has reopened with modified hours, but “the objectives have already been achieved and encouraging for the future despite the context”.
Finally, the latest news from the brand is the beta-test launch of Frida, the new clothing rental service. With a monthly subscription of 89 euros, it offers to receive at home four Make My Lemonade pieces. When you return, no need to wash the items: the brand’s dry cleaning service takes care of everything! “Like our customers, we tend towards more responsible consumption. Frida’s idea is to offer a new way of dressing in Make My Lemonade all year round without spending too much and limiting purchases. really pleases, it is possible to buy it at a preferential rate and keep it “, specifies Simoné Eusebio.
Last but not least, for better information, new clear signage is now displayed on the product sheets of the articles: pictograms indicate the places of manufacture, the fabrics used, etc.