La Tribe: the fashion brand stepping forward in a Covid world

The pandemic is testing the resilience of small businesses but with innovation and bravery they can survive. Here’s how. re

t is in nat to e ri en change, so sta ing still is not an option for e an elie e o ha e to eep p shing for ar - Emma Winter

Emma and Dane Winter were on a roll. In a small corner of Auckland, an industrious team has transformed an unsuspecting of ce space into a vibrant epicentre. It’s where hundreds of global virtual meetings are taking place, to rechart the course of the AsiaPaci c’s ovid- economic recovery.

Their New Zealand fashion label La Tribe, formed in 20 , had quickly become a go-to everyday luxury brand for women.

Then ovid- hit and businesses everywhere began to suffer.

But when one door closes another door opens and through a mix of bravery, creativity, adaptability, and smart use of technology they were able to protect their business from the damage the pandemic’s storm wreaked.

La Tribe entered the Australian market in 2020, allowing the business to tap into revenue streams while New Zealand was in lockdown. Now La Tribe is found in some of Australia’s most premium boutiques, and Emma says this is just the beginning.

“It is in my nature to be driven by change, so staying still is not an option for me and I believe you have to keep pushing forward,” she says.

As recovery from the pandemic continues and small and medium enterprises (SMEs) face more uncertainty, Emma says she encourages business owners to be “open and receptive to change”.

“Find the low hanging fruit rst and pick them, diversify into new markets or channels if possible and create an e-commerce site (like Shopify)

if you don’t have one,” she says.

Follow La Tribe’s example and keep pushing your business forward by following these ve steps:

Tapping into new markets

Businesses that can pivot during dif cult times like lockdowns and market to new customers or diversify their business model will weather even the harshest of storms.

La Tribe had found early success with their Penny Heel, but when ovid- hit there wasn’t a desire for heels like before, says Emma.

“We needed to pivot so we entered the slipper and luxury sock market, as well as designing more dressy slides and sandals…that can be worn out for dinner or at home.”

Planning is key. To help you organise things and understand how you can tap into new areas, visit n co n assets

siness an ing help s pport and download the new markets and customers plan.

Build mental stamina and support

Setbacks and challenges are all part of running a business so it’s important to have the right tools at hand.

“A lot of our friends own their own businesses, so we often share experiences and wins and losses together,” says Emma.

“I learnt a long time ago that you are only as strong as your team, so we have always tried to surround ourselves with highly driven and creative people.

“In terms of short-term goals, this is something we have adapted into our business as well; it seems crazy to try and create an annual plan now. Instead, we set quarterly targets and strategies.”

Protect what you have

La Tribe’s approach to its customers is twofold: they are seen not only as buyers of the brand’s range but as valued members of the La Tribe community.

“Protecting what you love is so important. We constantly strive for brand loyalty at La Tribe,” says Emma.

“Through quality and design, we work towards a genuine sense of sisterhood within the brand DNA.

“We’ve also invested in an intellectual property lawyer who works on trademark protection across different markets - mainly hina, Australia and New Zealand.”

Ongoing innovation

Businesses that stand the test of time are often evolving and changing. For smaller businesses, the key to innovation comes down to listening to customers and looking for new ideas and ways to do business, and ongoing innovation is something that excites Emma.

“E-commerce technology and development seems to be roaring along at such a

erce pace. Sometimes it’s exhausting trying to keep up with all that’s on offer,” says Emma.

“We are in a testing phase of a lot of different apps for Shopify and looking to overhaul our website platform in the next six months for a greater user experience, including more videos and new layout design.”

Develop an early warning system

Bumps in the road can be hard to plan for, but a resilient business will have alarm bells in place to deal with issues before they get out of hand.

La Tribe has KPIs in place around key indicators like gross and net pro t, stock value, and expenses, which are reviewed quarterly with accountants.

“If we’re not on track, then we ask the questions why and gure out solutions from there,” says Emma.

For more information about getting ahead in a new world, visit BNZ for business banking made easy at bnz.co.nz/business-banking.

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