How To Invent Your Own Fashion Product

An interview with Vivien Sophie founder.

Vivien Sophie: https://www.instagram.com/viviensophie.label/

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.

That’s when the idea for Vivien Sophie really began to take shape. I realized that there was a real opportunity to create boots that would fit everyone perfectly. However, it wasn’t until I was writing my master’s thesis that I really had the time to focus on this idea. I decided to write a business plan as part of my thesis, which allowed me to explore the concept in depth and even get feedback from my professors. One professor, in particular, encouraged me to pursue it, and that’s how Vivien Sophie was born.

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.

Interestingly, I met an investor at an event who wasn’t involved in fashion but was really interested in the concept and my passion for it. He offered to be a partner, and after a few months, he decided to invest in the brand. This was before I even finished my thesis! His belief in me was a huge boost, and we started working together to set up the business—finding a production plant, setting up the online shop, and everything in between.

Esteban: And was the investor involved in the day-to-day operations, or was he more of a mentor?

Vivien: He provided the financial support and acted as a mentor, but I was responsible for the day-to-day operations. He had a lot of experience in business, which was invaluable, but he left the creative and operational aspects to me. We focused on building the foundations of the brand—developing the prototype, finding the right partners, and ensuring the product was ready for market.

Esteban: What were the main challenges you faced during that early stage, particularly with product development?

Vivien: The biggest challenge was definitely the sizing. We had to create a new product category that didn’t exist yet—boots that could fit a wide range of leg shapes and sizes. We went through 18 different prototype rounds, constantly refining the fit based on feedback from a group of 50 women. It was a long process, taking about a year and a half, but it was crucial to get it right.

Another challenge was sourcing the materials. Initially, I tried to do everything myself, including finding fabrics from various suppliers. But I quickly learned that working with a factory that could also handle sourcing was much more efficient and cost-effective.

Esteban: It sounds like you had to juggle a lot—sizing, design, sourcing, and more. Once the product was ready, what was your strategy for launching and marketing Vivien Sophie?

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.

Our first real breakthrough came through an influencer collaboration. We partnered with Alexandra Lapp, who has a strong following in Germany. Her audience resonated with our product, especially since she typically promotes luxury brands. This collaboration helped drive significant sales, even internationally.

Esteban: It’s great that you found success with influencer marketing. What have been the biggest challenges in terms of growing the brand since then?

Vivien: The biggest challenge has been converting interest into actual sales. While people love the concept when they see it, getting them to make a purchase has been tough. We’ve learned that our communication strategy needs to be more aligned with our customers’ needs. For example, while we initially highlighted our fashion credentials, we’ve realized that customers are more interested in how our product solves their sizing issues.

We’ve also had success with pop-up stores, which allowed us to interact directly with customers and get immediate feedback. Interestingly, we found that our main customer base is slightly older than we initially thought—primarily women between 40 and 50.

Esteban: If you could go back and give yourself one piece of advice when you were just starting Vivien Sophie, what would it be?

Vivien: I’d say there are three key things: First, start with Shopify for your e-commerce platform—it’s so much easier and more flexible than other options. Second, work even closer with your customers from the beginning, and don’t produce too much inventory before you know what designs they love. And third, talk to other entrepreneurs in your industry. Learning from others’ experiences can save you a lot of time, money, and stress.

Esteban: Vivien, thank you so much for sharing your journey with us. I’m sure our readers will find your insights incredibly valuable.

Vivien: Thank you, Esteban! It’s been a pleasure sharing our story.