Retail Diary Confidential: Loeffler Randall
Class is in session - I took myself back to school to meet with Jessie Randall and Brian Murphy from Loeffler Randall. Sharing my notes here so we can all discuss in the comments.
This opportunity for me feels like decades in the making. When I worked at Bloomingdale’s I spent a couple of years as a Shoe Buyer. I also remember when Bloomingdale’s launched Loeffler Randall. I quickly added a few flats, sandals and even a pair of heels to my purchases. I still love this pair and see on resale so you might love a pair too. I’m not giving mine up. (But oh my gosh, this pair of studded flats that just launched in 3 cool colors (white, wine and black) is all I can think about.)
Just for Retail Diary readers & subscribers: Use code Sarah10 for 10% off on the Loeffler Randall website.
I connected with the team at Loeffler Randall and when I heard Jessie Randall (Chief Creative Officer and Co-Founder) and Brian Murphy (CEO and Co-Founder) were interested in speaking about their brand I immediately said yes because I had so many questions and wanted to dig deeper after I listened to the Glossy Podcast interview with Brian Murphy (it is so good for a deeper dive on the business side of thoughtfully growing a brand.)
20 Years of Loeffler Randall
Loeffler Randall, founded in 2004 by Jessie Randall and Brian Murphy (husband and wife team), has evolved from a shoe brand to include RTW, Handbags and Accessories over two decades. The brand is known for its distinctive aesthetic and high-quality products at an appropriate and accessible price. Jessie's personal style and vision have remained at the heart of the company, guiding its growth and maintaining its unique appeal in a crowded market. 20 years is a significant milestone for a fashion brand, especially an independent one. A detail that I think has gotten the brand to this point is their unique POV, unwavering belief in the design and product, and their thoughtful growth.
Opportunities in Direct to Consumer
“Embracing Direct-to-Consumer and growing LR's retail presence gives LR the opportunity to have a direct connection with customers, which is invaluable. It also strengthens our operating model by improving margins and giving the brand more control over when and how we bring new products to market.”
I like how sometimes the DTC channel is referred to as “connect to consumer” for that ability to speak and learn directly with the customer. The brand's physical retail stores and e-commerce platform now serve as powerful tools for storytelling, allowing Loeffler Randall to influence the whole customer journey, and represent the brand in its truest and most authentic form.
Study Notes:
This skirt PDP1 showcases the opportunity RTW gives Loeffler Randall:
How to wear - seeing this skirt with the top and the shoes I can now envision how I might wear in my own life. I think so often people wonder what shoes to wear with various skirt/dress lengths and pants.
Larger basket size - selling more than one category allows for cross category discovery and increasing order size. It also adds value for the consumer. If they love the design and style of shoes they don’t have to search on other sites or with other brands what to wear with it.
The world of Loeffler Randall comes together. There are more stories to tell across RTW, shoes, accessories - materials used, inspiration details and interpreting in different ways.
I love how the details in this cardigan and skirt fit together so well with the materials and look of the shoes here.
Even though Jessie Randall creates special pieces and designs based on what she wants in her own closet, inspired by brides wanting the event shoes she designed to have ankle straps (to dance all evening in) a whole Bridal category of shoes, and handbags, was built.
Jessie Randall's Personal Influence
At the core of Loeffler Randall's success is Jessie Randall's deeply personal approach to design. She creates products she wants to wear herself, understanding that her customers share similar needs and tastes. This authentic approach resonates strongly with the brand's audience, who appreciate the thoughtful details and distinctive style that characterize Loeffler Randall's offerings. From shoes to RTW, each piece reflects Jessie's personal aesthetic and lifestyle.
just launched her own Substack too. You can follow along at and her first post is filled with incredible interiors resources, tips and so much detail.Jessie’s Personal Picks
“I love our Scottie chore jacket. It’s such a great light layer to wear into fall and the inset tape lace makes it that perfect mix of feminine and tomboy.” (see a detailed image above.)
“Loafers are such a big trend and ours is such a great silhouette! Love these worn with socks. “
“I’ve been wearing our little Calista corset in navy gingham. So flattering and fun to layer. “
“Obsessed with our new workwear jeans! These will probably be my most worn item. So comfortable and cool and utilitarian.”
“Our Heidi boot in Khaki is the one I am going to be wearing all fall and winter. So chic and the best new neutral color.”
“Probably my most worn items are my Landon flats in red mesh.”
The Ready-to-Wear Opportunity
The introduction of RTW marked a significant milestone for Loeffler Randall. By keeping RTW direct-only, the brand maintains complete control over its presentation and storytelling. This strategy allows for a cohesive brand image across all product categories, from accessories to clothing. The RTW line enables customers to embrace the full Loeffler Randall look, enhancing the brand's ability to create engaging visual narratives. Similar to what we’ve heard from other brands, as you build out the visual story of one category customers want to know what else you’ve paired with it. With Loeffler Randall’s shoes so many dress from the shoe up that you might as well pull the full look together. You can style it for images but then the customer wants to buy that too and what a bummer (and huge loss of revenue) to have to send them elsewhere. Service the customer and have it all come together.
Study Notes:
Questioning why not offer RTW to wholesale? Here are a few reasons to keep DTC:
It is a newer category. There is still a lot to learn. Operations, working with factories, securing materials etc. Working on a smaller scale allows the brand to learn as they go/grow.
DTC allows more control for Loeffler Randall. They can design the products they want and sell them. They can also make sure that pieces that go together and tell a story showcased together.
Relationships - for many retailers it isn’t the same Buyer for shoes and RTW. For boutiques, maybe, but not for Department Stores or larger retailers like Shopbop. Buyers move around a lot too. Not a reason to skip putting RTW wholesale, but certainly something to think about.
Opportunity: I’d love to see more cross selling in YMAL2. Often they will share other RTW items that match or sometimes with shoes. I think the goal should always be to show at least 1 other category. Shoes should also show RTW and vice versa and similar idea with Handbags, hair accessories etc. I would suggest testing this. You can use tools to A/B test and see if the results impact CVR3, AOV4 and cross selling. Depending on the results you can make changes to the customer journey online. I would also suggest making sure that on each PDP, every item that is shown on the model in the image is linked to (or in the YMAL) on the page. Make it easy to add all items to cart without leaving to go to other pages.
Opportunity: I would love to dig into analytics and understand the RTW customer vs the Shoe customer. How much crossover there is. If you have a dedicated Shoe customer but they have never bought RTW, why not? Is there an opportunity in there to design something with this customer in mind? How much value is there in a customer that buys RTW and Shoes? My assumption would be this customer is spending at least double and returning more frequently. The most “valuable” shoppers to a brand are most often the ones that are shopping across multiple categories.
Let me know if retail strategies and ecommerce tools are an area you’d like me to dig into more. Comment and share what strategies or experiences you are curious about.
Creating Joyful Retail Experiences
Loeffler Randall focuses on creating warm, inviting retail spaces. Their stores are designed to evoke joy and creativity, reflecting the brand's playful yet sophisticated aesthetic. Every element, from the store layout to the product displays, is carefully curated to provide a unique and memorable shopping experience. This approach creates a strong emotional connection with customers, encouraging them to linger and explore.
A bit of a tangent - Jessie Randall recently shared with me that she also finds joy through the interiors process in building and designing the stores. This immediately triggered my memory of that amazing Domino cover and feature. I’m sure so many of us loved that piece. Her gorgeous clean but playful interior inspired many. I personally bought a Parsons desk for my living room because I loved seeing it in this space. I found this blog post that linked to the images and feature in Domino and this feature about that famous poster.
More recently her current kitchen was featured in Domino and it is gorgeous. Again, you can see the inspiration and connection back to the RTW, shoes, handbags and accessories she designs.
Interiors collab with Temple Studio x Loeffler Randall wallpapers. I’d love to see more! (This is also in her Substack
)Opportunity: Pottery Barn, Crate & Barrel etc should collab on an interiors collection with Loeffler Randall. I could see some great decor items, bedding and furniture.
The Power of Authenticity
Loeffler Randall's success stems from its unwavering commitment to authenticity. Jessie's confidence in creating products she loves, knowing others will appreciate them too drives her designs. This genuine approach to fashion and retail resonates with customers who value originality and personal style. By staying true to her vision, Jessie has built a brand that stands out in a crowded market, offering a refreshing alternative to mass-produced fashion. I’ll be honest, you don’t want a designer who doesn’t know what they want to design and tries to mimic something based solely on customer feedback. That is what we would get if only AI designed products. You need the personal touch that can bring in a story of design, that knows how your day might function (from work to an event, from playground to dinner, etc) and can add a touch of what’s next to what they already love. This is also how Loeffler Randall stands out from other brands and designers.
Discover more:
This great Loeffler Randall top was recently featured in
’s “Summer Tops, An Exhaustive Guide”Visit Loeffler Randall’s website (and remember you can shop with code Sarah10 for 10% off.)
Visit one of their store locations:
New York: 10 Prince Street
Charleston: 145 King Street
I highly recommend a listen to Brian Murphy being interviewed by Jill Manoff on the Glossy Podcast.
Glossy article on the interiors collab with Temple Studio.
I also love following Jessie Randall on Instagram.
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PDP = Product Detail Page
YMAL = You Might Also Like (the scroll of other products to explore often found at the bottom of a PDP)
CVR = Conversion Rate. If customers add to cart and check out - complete the purchase.
AOV = Average Order Volume. What the average cart size is.
This article is genius! So honored to be featured. Sending these opportunity ideas to my team STAT. Xx Jessie
I adore LR, really enjoyed reading the piece. I have more shoes than RTW pieces, mainly for two reasons, I am in the UK and shipping costs can be higher for these pieces, so taking a gamble on fit can be expensive if it doesn’t work out. And their shoe sizes are quite inclusive, going from UK3 - UK10. Would love to see their RTW expand their sizing too, as I currently can purchase tops, and loose dresses, but nothing fitted like the Demi pant as a UK18 ❤️❤️❤️