MeMoi Caters to A Changing Retail Climate
“We’ve looked at the ways women create their wardrobes and handpicked these items to cater to this new, young and very busy consumer.” -MeMoi designer Asi Efros
M eMoi understands that lingerie isn’t sold exclusively in a department store anymore. Not being able to find everything in one place, over-crowded racks of clothes and little in-store help has driven Millennial-shoppers away from the mall. “Department stores today don’t relate to the needs of the new younger consumer,” says MeMoi designer Asi Efros.
For this reason, MeMoi designed the lifestyle collection to be versatile to fit into the changing lifestyles of its customers, who mainly shop in high-end boutiques and online. “We’ve looked at the ways women create their wardrobes and handpicked these items to cater to this new, young and very busy consumer,” adds Asi.
Since Millennial consumers are tied to technology, the brand has created a marketing strategy that includes imagery that can be easily shared on social platforms and online. MeMoi produced a series of images that show the versatility of the lifestyle collection, help women make smart styling decisions and encourage them to think differently about what they wear and how they wear it.
Photos feature flat lays of the collection paired with accessories like slippers, stockings and jewelry to help customers envision how each piece will fit into their own lifestyle.
A Marled Plush Cardigan (style CRS00022) with an oversized hood that converts into a shawl collar is photographed with leggings, slippers and a seamless athletic top to show how it would make the perfect ensemble for a cozy night at home.
Asi says that this cardigan has been a bestseller and that showing off its range of use has contributed to its success. “This is a perfect style to throw on after a yoga class, go for a stroll along the beach or take with you on the airplane,” she says. “Our customers understand the convenience and functionality of this style. We’ve been receiving multiple reorders and barely can keep it on the shelves.”
The lace top and boyshort in Vanilla Ice (style CPJ00119) is photographed with Vida Mule Slippers and rose petals to portray a bridal look. “Our Bridal/Special occasion collection has been selling really well,” says Asi. “It’s perfect for the wedding night but also is great for the romantic weekend getaway.”
What’s more, the halter-style camisole top is lined, giving this traditional lingerie piece the ability to be worn to a party or club.
MeMoi’s slippers are another item that have made waves for their versatility. The mule-style slip-on shoes have indoor and outdoor functionality. Asi adds that they are sold in gift boxes, which make them easy to wrap and share.
The timeless nature of the collection is also apparent from the images. Soft fabrics that will stand the test of time shine through— for example, Rayon Blend French Terry, Peached Micro-Poly Spandex Jersey and Chantilly Lace. “They are elegant but practical and machine washable,” adds Asi.
Of the garment’s styling, great care was taken into making each garment look timeless but with a touch of trending elements. The brand employs embroideries and beautiful laces to adorn each style. “These elements never go out of style and they make garments noticeable and interesting,” says Asi.
Asi personally visits the best lace companies in Paris to find the newest and most beautiful laces, works with trend services and travels the world for design inspiration. However, what is really keeping the line fresh is her focus on the overall picture of the marketplace and retail landscape identifying emerging consumer tendencies and changes. “The consumer is changing rapidly, becoming more selective and smarter about their choices,” she says.
One example, women don’t like to change clothes multiple times a day. In turn, Asi designed more multi-functional styles that can be worn for multiple occasions. And with beautiful photos to showcase this, MeMoi is armed to reach the droves of Millennial-shoppers and meet their changing needs.