Esteban Julian
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Esteban: For those who may not know, could you give us a brief background on your brand, how it all started and a bit about yourself?
Vivien: Absolutely. So, everything started about nine years ago, though the actual brand is a bit younger. My goal has always been to be an entrepreneur and to create something in the fashion industry, specifically a brand. But, like many, I didn’t have the time or money to start immediately. After finishing my bachelor’s and master’s degrees, I noticed a gap in the market—particularly with boots. I’m a huge fan of over-the-knee boots, but I often struggled to find a pair that fit perfectly. They were either too wide and slipped down, or too tight and uncomfortable.
Esteban: So, you used your master’s thesis as a launching pad for the brand. How did things transition from the thesis to an actual business?
Vivien: The main focus of my thesis was a Lean Startup approach, which meant developing the product while constantly getting feedback from potential customers. By the time I finished my thesis, we already had a final prototype. Throughout the process, I was always talking to people, getting their opinions, and refining the idea.
Esteban: And was the investor involved in the day-to-day operations, or was he more of a mentor?
Esteban: What were the main challenges you faced during that early stage, particularly with product development?
Vivien: Initially, we focused almost entirely on product development, which in hindsight might have delayed our marketing efforts. We launched with a video and a professional photoshoot, expecting an immediate response, but it was a slower start than anticipated. We also explored working with agencies for performance marketing, which had mixed results.
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