Retail Diary: Sunday Scoop - Larroudé, Beauty, Trends & Substacks to Scroll
Digging into a brand crush, the latest beauty insights on investments and acquisitions, trends to talk about and the fashion substacks I'm loving.
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Larroudé
A lot of recent content and coverage on this brand launched by Marina Larroudé had me diving in deeper and coming out super impressed. It’s Sunday but we are doing a deep dive because it’s that good.
Jill Manoff interviewed CEO Ricardo Larroudé on the Glossy Podcast. “Ricardo Larroudé on taking shoes from idea to product page in 1 day.” A few notes I took that really stood out to me:
For European brands a large focus is direct to consumer. Owning more of the relationship with the customer directly. Larroudé wants to keep 70-90% of their channel mix direct to consumer. Also, having fewer “middle men” help keep their retail lower because they aren’t adding margin for each distribution channel to take. (Note, of course this is true, however it is a misconception that it is therefore more margin accretive to be DTC focused. If you are selling directly you now need to add in even more margin to cover additional marketing expenses since you don’t have another retailer getting the foot traffic, you need more overhead to employ sales associates, customer service support, more finances to run an enhanced website etc. But you do get more of the direct insights to use and control more of the pricing decisions.)
How owning the factory is an important part of their business model and strategy. It allows Larroudé to move faster on iteration and also quickly get product to the customer.
The “wow” theory. They want three wows - when the customer sees it for the first time, when the merchandise is unboxed and then when the consumer wears over time and sees how comfortable it is.
Collaborations and experiences
Earlier this week I shared some in store shopping experiences and how there is a joy in discovery and going into a physical store. Additionally, when I recapped my 2024 trends I noted that travel and experiences were going to be important. Based on both of these insights I love seeing that Larroudé partnered with Rosewood Le Guanahani in St. Barths (article via WWD.) Creating a capsule collection and having it available in their boutique - so you can pick up a special travel souvenir. See here for the collaboration online.
Colléct, the online marketplace for Larroudé, is where the brand partnered with other like brands to round out the look. Instead of only purchasing shoes through Larroudé they also have jewelry, stationery, beauty, clothing and home decor. In the podcast from Glossy linked above, Ricardo Larroudé mentions that Colléct currently represents 10% of sales. This space leans on Marina Larroudé’s past experience as the Fashion Director at Barney’s and working on magazines having great taste and strong skills in curation. A few details I love here:
ease for the customer. If you like the styling of a look you don’t have to hunt down the other elements. One click shopping and all at one retailer.
discovery, if the customer likes Larroudé shoes it would make sense that they might like these other brands too.
I mention this a lot, but it is a key component of retail. Increasing the AOV1. Instead of coming online and buying one pair of shoes, if you add in a Joanna Czech face mask ($30), a Lizzie Fortunato glass ring (glass rings are trending!) ($250) or a La Vie Style Mint mini caftan ($750) you can see how the order volume quickly increases.
I’m obsessed with disruptive and innovative retail - why does the “department store” blueprint only need to be with traditional retailers like Macy’s, Saks, Nordstrom etc? The Webster, 10 Corso Como, McMullen and Ikram are great multi-brand boutiques. I like seeing a brand do this directly. Having a brand create their own department store with Colléct is a wonderful way to test & learn. If Montce swim and resort wear is performing well, then Larrodé can see what works and either partner with more designers like this, or create their own resort wear. The advice I would give to Larroudé is to improve the storytelling of other brands on the PDPs2. It is on the Landing Page for the brand, but that might not be the customer journey. Providing more background and storytelling the audience can understand why they are partnering and what is wonderful about the brand.
Finally, let’s chat about their Bridal shop because it is done really well. When I worked at Bloomingdale’s I worked with the Wedding Registry team to feature appropriate Jewelry and cross-sell during registry events etc. It created a new revenue stream and opportunity to capture more engaged (ha! didn’t even plan that pun) customers. Larroudé has done the same with this category/landing page. Larroudé x Markarian custom sandal (this is something that surprises me, in the podcast Ricardo discusses speed to market and how quickly they operate making at their own factories, but these shoes can still take up to 8 weeks. At least with Bridal that is likely the one place you are really planning ahead.) They have also partnered with key bridal brands like Stephanie Gottlieb jewelry, Retrouvai jewelry, Ariel Gordon jewelry, Petite Plume nightgowns and robes, and Gigi Burris head pieces.
In my podcast listening Era there have been so many good ones lately. If you are looking for a Sunday afternoon stroll here is my recommended list:
Net-a-Porter Incredible Women podcast featuring “Self-evolution and the ripple effect of power, with Eva Chen”
Really enjoyed listening to Print is Dead (Long Live Print!) “Linda Wells (Editor: Allure, Air Mail Look, Revlon, more)” where
and of interview the Founding Editor of Allure Magazine and the current Editor at Air Mail Look, Linda Wells.- on the Glossy Beauty podcast on disrupting the beauty and CPG world with Megababe.
Remembering Roberto Cavalli
Roberto Cavalli, iconic designer known for his rock ‘n roll styling (and working with muscians), big bold prints and sleek styles passed away at the age of 83. Here are a few pieces remembering him: NYTimes, WWD, Business of Fashion.
A few iconic pieces I found: evening dress, rock ‘n roll pants, gorgeous bold print and leopard of course.
Beauty Notes
We’ve discussed all the beauty brands looking to IPO or get acquired, and Goldman Sachs is often the partner here due to their past success. They are doubling down in this space and promoted Cosmo Roe to the Head of Global Luxury and Beauty for the investment banking group.
For more on beauty investments, check out “The Price of Beauty: How Much Are Investors Willing to Pay?” from WWD.
After I wrote about what retailer Rhode might launch in for wholesale
and I got into a fun late night messaging conversation over the merits of Ulta vs Sephora (and Credo, but not relevant in this case) as well as all of the celebrity beauty and skincare brands and their performance. Curious, do we think Rare Beauty and the strong revenue and retail presence has any impact on Rhode??Tina Chen Craig was interviewed for Into The Gloss and she knows skin care. It is packed with treatments and products. “Tina Chen Craig’s Super Secret Korean Tightening Treatment”
Trends, Shopping and Items I just have to share with you:
Over the past week or so I’ve seen so much discourse. They are out (here, here, here) and they are in. You decide if you like wearing or not. Business of Fashion weighed in on “How Adidas Sambas Took Over the World” by Daisy Jones.
“The Adidas Samba has been around for seven decades,” says Cheung. “I don’t doubt for a second that they’ll be around for seven more.”
I loved this piece by Yusra Siddiqui for Who What Wear “How Grace Wales Bonner Cemented the Era of the Samba” about how menswear designer Grace Wales Bonner impacted this shoe.
“How exactly did the Sambas refuse to become a blip in the trend cycle? To those in the know, the answer is easy. Grace Wales Bonner supercharged the Sambas.”
Of course, I also love that they spoke to Tariro Makoni who also posted this on Instagram reels for more context.
Why are we hearing about this bag now? 23 years after it’s first launch? WWD covered how Balenciaga is relaunching the Le City Bag.
Balenciaga did a nice landing page on their site - it is clean, has fun add on accessories (bag charms are trending and I love! great on this bag) this is one place I would recommend either grabbing from your closet if you kept or sourcing a great resale one, lots to be found, and taking it to leather spa for a refresh.
Cool stuff I’ve ❤️ - ed (what I’ve “heart-ed” on sites)
Hart Jewelry launched a new single chunky pearl choker on a cord and it has great “summer surf” vibes. I love that they launched this under $100 on trend (pearl! icy blue!) just in time for a pop-up at Coachella and a sweet Mother’s Day and Graduation gift. It also comes in other colors, but the icy blue is a fun way to wear the trending shade. Also a beautiful “something blue” for a bride or get in all the shades for your bridesmaids as a gift.
Really into Moda Operandi’s Club Moda Surf Campaign that launched this week. Maybe it is the Californian in me (maybe I do have a little after living here for over a decade) and maybe I’m ready for a relaxed summer afternoon at the beach. MO brought in special items, some exclusive. I have and love the Ossa chains for your iPhone. Here the summer seashells would be beautiful at a beach event, Cult Gaia straw tote, exclusive summer shirt/cover-up, a super fun surfboard pool float, bracelet to show off summer (fake) tan arms, exclusive dress that would work for a destination beach wedding guest look, a beautiful mother of pearl sea shell bag and a must-have hat.
Saw this brooch on net-a-porter new arrivals and it is a gorgeous statement piece. Brooches will continue to be big this fall/winter.
Tweed_boucle_24k instagram always shares this one particular gorgeous vintage Chanel jacket and it is snapped up immediately and she always has people asking her to source. I saw it pop-up on TRR. Immediate ❤️
New shoes that caught my eye: these and these Mansur Gavriel shoes look comfortable and elevated. These mesh and pearl pumps from Khaite are beautiful!! I gasped.
Substacks to Scroll:
- wrote a lovely piece “Sense and Sensibility” about a few under the radar British labels that focus on true sustainability. One of the brands she mentioned, Mother of Pearl, is one I love especially for evening wear.
“Bags. Totes. Carryalls.” is a fun read on the workhorse of handbags. It is
first post for her Substack .Love these random life hacks from
- wrote “A Gorgeous Round-up of Vintage Silk Scarves” and there are so many ways to style right now so consider diving into this.
“Miuccia Prada’s Singular Style is a Masterclass in Style” by
for looks at the personal style of the iconic designer.Substackers,
3 and co-founder are quoted in The Cut article written by Madeline Leung Coleman on fashion designer Lauren Manoogian “Lauren Manoogian Makes Clothes You Have to Feel to Believe.” Highlights include hearing about this niche, material focused, luxurious brand and how they are always iterating on improving even their best styles. Manoogian understands how important it is to have a hero product you are known for, but that can’t be the only thing you have.
Last bits - news to wrap up the week 🧵
FYI - Parisian Reseller ReSee will be in NYC April 16th-18th - if you DM their instagram you can make an appointment to discover their luxury resale. (Wondering out loud if this is a test to explore a more permanent location in NYC.)
Love Gab Waller’s Hot List for Vogue, discovered NPR’s “So Long Skinny Jeans, See You in the Next Cycle” from the amazing
at . Would you wear sequins to work?What have you been reading this week? Add to the comments so we can all check it out.
Enjoy your Sunday Scoop.
Sarah Shapiro
Catch up on Sarah’s Retail Diary:
Tuesday’s This Will Be Quick 4.9.24 - Novelty Jewelry, Podcasts I'm loving, White Overalls and Shopping Notes
Thursday’s Deep Dive - Week of April 8th 2024 - Store visits, Uniqlo & Beauty Strategy
Sunday’s Sunday Scoop - Sports, Functional Fashion & Substacks to Scroll
Fashion Spiral 🌀 Trench Coats, Fashion 🌀 Re-Spiral: Seeing Stripes, Fashion Spiral 🌀 Kick Flare Pants and American Sportswear is Having a Moment
Retail 101: Math & Financials and Retail 101: Math & Financials Part Deux (Markdowns)
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AOV = Average Order Volume. AOV is the average amount of money customers spend when making a purchase at a retail store or online. It's calculated by dividing the total revenue generated by the total number of orders. In simpler terms, it tells you how much, on average, each customer spends per transaction.
PDPs = Product Detail Page. The page on a website where you learn all about the product and often add to cart.
Also looking forward to Laura Reilly’s Magasin launch into menswear.
So much juicy goodness! Loved your assessment of Larroude for so many reasons (have been a CD at a DTC shoe brand in my past life) and especially your wise rec for product page storytelling. We will understand and buy because of platforms like this one and writers like you; we are telling the stories consumers need to convert. Not the brands. Ahhh! So much good here. Grateful as ever.
So good Sarah! Thanks for the mention 🖤