Sara Lafleur is the founder and CEO of MM.LaFleur, a clothing brand that target specifically working ladies. Three years ago she was faced with the dilemma of closing her clothing line. When the New York City did a trunk show and her brand could not perform well, LaFleur’s team did an experiment.
The company emailed their repeated customers and asked if they could send them a box of clothing items chosen by their personal stylist. The response was beyond expectations and it led to the birth of Bento Box. Now the Bento Box is responsible for 80 percent of the company’s new sales. Since this new identity was launched, 40 percent customers made a second purchase within 12 weeks. After bouncing back from hardship, MM.LaFleur has made more than $70 million in first quarter of 2017.
To make Bento Box successful, MM.LaFleur focused on the online questionnaire. To get most out of the survey the questionnaire included, (besides basic questions, age, occupation, brand, company) focus on personality traits. Questions like “Who’s your woman crush,” “Who do you want to be in real life?” were also included with answer options stating “Supreme Court justice Sonia Sotomayor,” “Facebook COO Sheryl Sandberg” etc.
MM.LaFleur focuses on quality rather than quantity.
“These are not cheap dresses they’re investment pieces, so we have to justify a $250 dress,” says LaFleur, who also took the former head designer at Zac Posen Miyako Nakamura on board.
MM.LaFleur doesn’t take billboard aesthetic or advertisement seriously, rather what they care about are the needs of working ladies.
When it comes to what kind of packaging to use, LaFleur has been very specific. The package of Bentos is a square box, in which clothes and accessories are separated. When the box is arrived to customer clothes are unwrinkled. You also have the liberty to return what you dislike and get a refund without any likely charge.