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Atelier1919 launches as a new online brand for modern women in the workplace

By Sara Ehlers

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Fashion |INTERVIEW

Recently, Philadelphia-based brand Atelier1919 just launched its contemporary women's label online. As a sophisticated women's brand, the line attempt to solve the issue of ill-fitting clothes with a more customized, efficient measurement technology through the website. Created from a women who often struggled with clothes that did not fit properly, the brand came from an inspiration to fill a void in the market. FashionUnited chatted with chief executive officer Udom Umoh, chief marketing officer Cat Gorsky, and chief technical officer Steven George on the new niche and it's place in today's fashion industry.

As the website just launched, can you tell us a little about the label?

Atelier1919 is an online luxury fashion brand that offers custom blazers built to fit every woman. We believe that every woman no matter their size or shape should have the opportunity to purchase quality clothes built to fit their unique bodies. Using the Atelier platform, customers are able to input a few measurements, design, and customize their perfect fitting garments that is both well-made from the finest fabrics and stylish, which is then created and shipped right to their doors in under 2 weeks. Our goal is to empower women who have been marginalized by mainstream fashion and offer them an experience that reflects their personalities, unique bodies, and their values. We are tackling the problem of fit within women’s fashion by offering affordable clothing made with premium fabrics. We’re based in Philadelphia, PA.

What inspired you for this particular brand?

The idea for Atelier1919 was really born out of a friend’s frustration with the lack of properly fitted clothing from popular retailers as she was preparing for job interviews. As a petite woman, she often has to alter her clothes so she can have something both stylish and appropriate to wear that fits her unique body. At the same time, Udom recently shuttered a failed startup and was researching other potential ideas to try out. For men, sizing options are very standard: small, medium, and large. The majority of tall, petite, and full-chested women feel that retailers today aren’t listening to them. This is even more exacerbated in the luxury space and we think all of this presents a wonderful opportunity for us to create a meaningful brand by being accessible for all women.

How would you describe your target market and how your brand appeals to your customers?

Our brand is about empowering creative, interesting, and amazing women. It’s for women who love themselves, know what they want and go after it. They aren’t defined by their age or stereotypes. In our research and speaking with our target market, we’re seeing a definite shift away from the fast fashion mentality and a greater appreciation for what we purchase, where, and how our garments are made. Within this, fit and comfort play an increasingly important role. Today’s consumers have unique needs and are looking for that feeling of uniqueness.

Unlike our competitors, we focus exclusively on blazers targeting women who are frustrated by the lack of consistency in size across different brands, tired of having to alter their clothes, and tired of the difficulty in finding the right size for them. While there are some very cool brands doing great things for women, we believe the market remains underserved. In the luxury space, modern fashion has a fit problem that affects both women and men. However, it is much more pronounced for women. Our brand doesn’t say ‘here take this product, let’s try to fit you in it.’ It’s the very opposite. We look at a customer and say,’ create what you want and lets fit it to your unique body.’ We’re aiming at women who want to express their individuality and are starting by giving them the perfect fitting blazer.

As pricing is important when launch any label, what range have you decided for Atelier1919?

We’re putting total control in the hands of our customers using an affordable process that strips away typical costs incurred by traditional retailers with expensive distribution models, lowering overhead costs, and all of these allow us to charge over ⅓ to ¼ less than brands in our space, or $300-$500 range. We think of ourselves as affordable luxury.

Why have you decided to do a website launch instead of a retail store?

We are leveraging the power of the internet in order to solve the problems of our customers. We believe the ability to directly connect to our consumers via internet is a limitless opportunity but we don’t think brick and mortar are dead. Quite the opposite. It comes down to us evaluating the best channels and strategies to deliver a special experience and product for people.

Do you feel that the current retail climate state in fashion will get better anytime soon?

Fashion is a very complex business! While the immediate benefits of ecommerce has been sung many times over, we believe retail certainly has a place in the world of fashion. There is no equal replacement for the presence and increased awareness that a brand gains from offering physical spaces for consumers. As long as you are able to properly evaluate the costs/benefits including suppliers, global distribution, and staying relevant to an often distributed customer base. Overall, it may be later than sooner before the retail climate can enjoy profits as they once did years ago but they still do play a major role in the global markets.

What kind of customers do you feel your label will attract?

Our ideal target customer is the modern woman. Which we define as a working professional that is elegant, cool, and chic with an active lifestyle that includes extra curricular activities, and most importantly an unending love for fashion that reflect themselves.

What large markets are you currently targeting?

Initially, we are aiming for slower, methodical growth. So we’re targeting the northeast including New York, PA, Mass, as well as California and LA.

Now that the brand has launched, what's next for the label?

We’re currently in partnership talks with some exciting brands but must remain private until they’re finalized.

Photo Source: Atelier1919

atelier1919