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5 things this Houston-born entrepreneur learned from launching a biz during a pandemic

Annabel Fowler Gatto launched her women's workwear company ahead of the pandemic. Here's how it went. Photo via Pexels

I realized a huge problem professional women were facing, and I launched a company to address it. But then, a pandemic hit.

Eight out of 10 women say they're frustrated and unsupported by traditional workwear brands and their offerings. For many, quality women's workwear means hefty price tags for clothes than, often, have unflattering silhouettes and difficult-to-maintain pieces. It's not a great experience.

Enter Suitably, a professional womenswear brand that offers seasonless staples—all machine washable and under $100. We launched in February 2020 with sky-high momentum. Then, six weeks later, COVID-19 shut down offices worldwide. Overnight, we saw a dip in traffic and the launch momentum slow. But we kept going — reinventing, reimaging, and engineering new ways to serve our customers during a pandemic who were, suddenly, working and interviewing from home. And, now, we're coming out the other side, a stronger, more dynamic and more customer-centric brand than ever. Here's what I learned from launching a workwear brand in a pandemic.

#1 — Be what your customers want and need 

Suitably isn't solely about fashion — it's about helping women be the best versions of themselves, personally and professionally. When COVID-19 struck, that need amplified among our core audience. From our interactions and proactive outreach we heard them loud and clear — they need help, support and guidance now.

We immediately shifted our focus from promoting the collection to doing everything we could to help our community. I made myself available for virtual coffee sessions and hosted over 100 of them during the pandemic. Next, we partnered with a good friend — a psychologist — and churned out free resources on everything from staying positive in a crisis to professional advice, life hacks and everything related to Zoom, from how to dress for a Zoom meeting in every industry to basic Zoom etiquette. The groundswell was immediate and powerful — women craved this information and this connection.

#2 — Be a voice for change

Weeks into the shutdowns when the global workforce was isolated and sweatpants-clad, we launched our next campaign, #GetUpGetDressed. So many women had shared their stories and told us they could barely get out of bed in the morning let alone get dressed and get motivated.

By encouraging women to #GetUpGetDressed — and to share their work-from-home style with Suitably's community — we knew we were doing more than promoting style. We were powering them to shake off the stress and fear, put on something that made them feel good and connect with other women in the Suitably community. Hundreds of women participated and the positive feedback we received was unparallelled. With that, our social footprint grew even more.

#3 — Be careful whose advice you take

Despite the positivity from our community, we still had the naysayers — people eager to share their unsolicited commentary on what we should be doing. The general consensus? Shut down or pivot Suitably ASAP — that a business like ours would likely never be relevant again. We were told to make "Zoom tops." We were told to explore athleisure and masks. We were told to wait for a vaccine then start over — to abandon everything we'd done, the brand equity we worked so hard to build and achieved or pause until the "world is normal".

The reality? None of those people were part of Suitably — and, like us, none of them knew how to navigate a global pandemic. Even so, it would have been easy to fall in line and let a knee-jerk moment of panic destroy everything we'd built. But, instead, we took a breath, took a beat and promised to drown out the noise and the negativity so we could move the business forward, putting the needs of our community first.

#4 — Be confident in yourself

Without the noise we were better able to reassess where we were and what came next — to go back to our roots and to the customer listening we'd been doing for the last few months and use that to set a new course. We knew there was light out there somewhere, and that if we just kept moving towards it, we'd find success.

Admittedly, that was hard sometimes. Even though I knew we had our finger on the pulse of our customers' wants and needs, every day brought a new learning. Despite the chaos, we pushed ahead, following our customers' lead. By the end of June, we had significant data to show that many women in our community, especially those outside of the tri-state area, were returning to the workplace or shopping in anticipation of returning to the workplace. We started to get customer chat's every day asking when new products would be launched, when our restock for sold out pieces was going to occur and we knew it was time to ramp Suitably 100 percent back up.

#5 — Be there for every step of the journey

While the customer journey is rarely linear, the pandemic brought new levels of uncertainty and disconnect. Based on the success of our support and engagement initiatives, we continued to follow our audience on their path — a path that, for many, led right back to the office. We immediately ramped up our messaging, with an eye on helping women get ready to go back — and to feel confident and ready for action the minute they walked through the office doors.

Because of the foundation we'd laid during those first few months — a foundation anchored in trust, understanding and support — our audience leaned in, ready to take that next step into the Suitably experience. Quickly, we were just about back to where we were before COVID-19, not just providing actionable content and a friendly ear but, also, amazing wardrobe pieces that made her feel empowered whether she was back in the office of working from home.

No one knows how to navigate a pandemic — but we all know how to build relationships. That, ultimately, was our strategy. And that, ultimately, is what helped us steer Suitably through the peak of the crisis so we could come out the other side a better, stronger, more dynamic brand than I ever could have imagined with a loyal audience who knows we're truly committed to them and to their success.

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Born and raised in Houston, Annabel Fowler Gatto is the co-founder and CEO of New York-based Suitably.

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Building Houston

 
 

A thorough IP audit separates the wheat from the chaff. Image via Getty Images

Every company with a business based in whole or in part on important intellectual property should protect that property with regularly scheduled intellectual property “audits.” Failing to do so may not only endanger valuable, company-owned patents and trademarks, but also make the business less profitable than it could be.

An IP audit is especially critical when a business is being sold, when a company is planning to buy another business, when a patent is being challenged by a competitor, when a company is looking for new financing or going public, and when there is a change in top management or employees in critical positions have left. A regularly scheduled IP audit can prevent panic, confusion and unwelcome surprises when these major events occur, because management will already have a good working knowledge of the status of all intellectual property.

To begin with, a thorough audit separates the wheat from the chaff. Which patents are central to the company’s business and must be carefully maintained in force? Are there other patents that are no longer important or have been superseded by newer developments and can safely be ignored and allowed to lapse?

Patents should be filed wherever the company’s products are sold and fees on all important patents must be carefully kept up to date. Fees to maintain international patents are often especially expensive but should be updated when necessary, nonetheless. Sometimes, when a company’s trademarks are reviewed, management learns that they have never been federally registered.

Auditors also may find that existing patents are no longer adequate to protect the products that are actually being sold. The products may have “moved on” through further development or application to new uses, but the relevant patents have not. Those patents should be updated immediately with new filings. It’s also critical to determine whether the products made and sold by the company could possibly infringe patents held by competitors—or whether the reverse is true, that other companies’ products are infringing the patents held by the company being audited.

A careful examination of intellectual property can also result in positive developments: auditors may discover that some patents are more valuable than anyone knew and can be licensed to produce another revenue stream for the company—or licensing can be expanded beyond the present level.

Beyond the focus on patents and trademarks, an IP audit should entail a close examination of all contracts and agreements relating to intellectual property. Pinning down exactly who owns the property is just as important as keeping patents up to date. This entails delving into development agreements, nondisclosure agreements, employment agreements, work-for-hire and sales contracts, to make sure ownership of a company’s intellectual property has not been ceded to, or shared with, a third party.

Software is particularly problematic when it comes to inadvertent infringement of the rights of others. What software is being used internally? Where did it come from and what are the limitations on its use? IT professionals don’t always realize that even open-source code requires a license.

This entire process also needs to be applied to analyzing the intellectual property of a prospective acquisition. Investigators may discover that patents belonging to the acquisition are not all appropriate for the acquiring company’s products, fees are not up to date or there are issues with IP ownership or validity. All of these factors may result in substantial savings on the purchase—or a decision not to purchase at all.

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Puja Detjen is an intellectual property attorney and partner in the Houston office of Patterson + Sheridan.

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