Kimora Gets Real About Perfecting JustFab's Dress Initiative
From shoes and bags to jewelry and accessories, JustFab fits into so many different womens' lives and help them express themselves. But something was missing. We needed dresses to fully engage our audience and show that we are so much more than an online subscription service—we're a fully developed, full throttle fashion company.
And that means dresses. Period. Sometimes, timing be damned, you have to go for it. Bold vision requires bold planning, and I knew we had what it would take to add this new category quickly, fashionably and at a great value!
I knew Lesley wouldn't let herself wreck the collection or miss the deadline. As a professional, she has a few must-haves for a career in fashion, and one of these is her ability to drive herself towards a goal without forsaking time, quality or style. She was the one for the job! But starting a new category can be rough.
Dresses are especially rough because they mean so many different things to so many different women, and I didn't like a few of the beginning concepts. I evaluate design based on my feeling and my consumers' needs. Knowing my customer is what has helped me grow my businesses over the last ten years, so the suggestion that I can't connect with our over nine million users won't ever sit well with me.
I focus on the passion involved in giving our girls what they want. As long as you're on-board with that concept, I can do business with anybody!