For more than a year, Amy Errett stared at women’s hair. At dinner parties and over dinner, she’d boldly ask, “Do you color your hair?”
What at first seemed like awkward small talk served as the initial research for Errett’s online hair-color company Madison Reed, which sells custom shades for $30.
“My deep belief is that when you create a new brand you actually need to understand your consumer pain points,” said Errett, founder and chief executive officer of Madison Reed, during her presentation. For this customer, Errett explained, “She has no time. She doesn’t want to spend the money and she doesn’t want to go to the salon every three weeks.”
In her view, the boxed color lining mass-market shelves provides little in the way of advice or instruction. Should the consumer open up the instructions inside the box — which most do not, Errett found by observing women apply color — she’d find a litany of steps in a small typeface.
“We stood in 55 women’s bathrooms over a two-month period and watched them actually apply color. And every single woman made the same mistakes,” said Errett, a former venture capitalist. She sought to improve the experience — for instance, each box features the five-step step-by-step application process — and provide a product that rivals salon quality, while removing harsh chemicals including ammonia and resorcinol.
Recognizing the impact of digital on driving businesses forward, Madison Reed’s e-commerce business was launched in tandem with a mobile app, which provides a step-by-step video on how to apply the color. The app also has a 35-minute timer so users don’t leave color on too long, and has personalized playlists to make the wait more enjoyable.
Madison Reed is working to balance the high-tech aspects of the business with a high-touch approach, which includes a call center manned by certified colorists.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)