It all started with the founder's vision to create the ultimate and timeless silk shirt that met all requirements.
Almost nine years after launching, Australian clothing brand The Fable has sold more than 150,000 silk shirts and generates more than $4.5 million annually.
Sydney-based The Fables founder Sophie Doyle launched the business in October 2015 after quitting her job at L'Oréal Luxury in Melbourne at the end of 2014 to embark on a new journey.
Doyle was living in an Indian yoga ashram in the Himalayas before a series of chance encounters led her to a textile factory and what she saw there led her to a life-changing goal: Silk Shirts. I decided to start creating one.
The Fable is currently available through The Iconic and is expected to hit boutiques in 2024.
Doyle said. smart company Honestly, she still believes in her idea, but she never expected it to work as well as it did.
“We’re really proud of this product and having 55% repeat buyers means we’re doing something right,” she says.
“Silk shirts are timeless, elegant, and seasonal, making them a great value for money. Pair them with jeans and flats for grocery shopping, heels and a blazer for work, or a shirt and chunky necklace for dinner. You can match it.
“There are so many ways to style your outfit, so you don't have to worry about wearing the same item over and over again.
“My goal was to create products that people would wear over and over again and come back to me when they wanted a new color, because they were made to last. Because I know you are there.”
Doyle said running The Fable with a toddler and another baby was a tough process, that's for sure.
“But the truth is, I used to work in marketing for a luxury beauty brand, so I'm used to creating and following processes and systems,” she says.
“I've systematized most of my sales and marketing to some degree. I make sure to review everything once a week to see what's working and what's not.
“I also make sure to set aside time each week to research the latest trends and tools that are producing results.
“We sit down and plan new colors and styles a few times a year, which helps us stay on track even with kids in tow.”
The Fable has five full-time staff and a number of temporary team members, most of whom work overseas.
Its range is produced from 100% Crepe de Chine silk and all ethically made in a certified factory in Hangzhou, China.
Doyle said there are several things he believes have led to The Fable's success.
“Many women want to look beautiful, chic and elegant at work, but they don't necessarily need to bring extra clothes to the office if they want to wear something after work,” she says. .
“The silk shirts I designed are cut to flatter women of all shapes and sizes and can be worn dressed up or down. Pair them with any bottoms, accessorize them, or pair them with shoes. You can change your outfit from day to night by changing it.
“I chose colors that people could actually wear, rather than wild prints that would go out of style. All of my colors have a unique feel, but they also have a unique feel that never goes out of style. A known color with tones.
“Add everyone to your database. Being able to share when sales are coming or when new colors are coming out is key to keeping existing customers interested.”
Doyle added that they have succeeded in making the product last longer.
“Many women like to wear silk shirts to the office, but the fabric often doesn't hold up in the washing machine,” she says.
“So they end up spending a lot of money on dry cleaning. The Fable tops are machine washable.”
Doyle opines that taking the time to master digital marketing and staying on top of evolving trends has made the difference.
“I don't consider myself a fashion designer. Actually, I'm a digital marketer,” she says.
“We were lucky to start The Fable at a time when meta advertising was much cheaper and it was easier to monetize the platform, so we were able to take advantage of this to great advantage.
“In the beginning, Meta was definitely the driving force for my business. Currently, I rely on various platforms to bring in revenue.
“If you want to run an online business, it's very important to have a set of advertising platforms that you can monetize. I learned this the hard way.”
The Fable Brand has expanded its range over the years to include not just silk shirts, but other silk staples such as pajamas and eye masks.
Mr Doyle confirmed that all decisions regarding the future will be customer-centric.
“We've received a number of requests to expand our range to include silk pants, shorts and other sleepwear, so we're currently looking into that,” she says.
So how do you get your fashion brand back on track?
smart company has compiled a list of the top 5 digital marketing tips from Sophie Doyle, founder of The Fable.
- First, take advantage of organic growth. You can incorporate learnings and feedback to make changes to your product or site before investing in digital marketing.
- When you start spending on ads, test small and then scale. It's very easy to burn cash in digital marketing, so you should set a small budget at first, test and learn.
- Be careful with agents. Meta ads and Google Ads are something you can learn on your own as the platform is self-service. Spending money on an agency doesn't necessarily add value to your business. Keep that money in advertising itself and educate yourself.
- Build your email list. This is the only asset you actually “own.” Ultimately, you're at the mercy of the advertising platform, its costs, and policies. However, your email database is always available and you can fall back on it when digital marketing becomes difficult or expensive.
- Set up a Shopify store yourself. If you want to grow your brand and make millions of dollars in sales, investing in a team to optimize your site is a good investment. Until we get there, anyone can open a store on Shopify. You don't have to be a web designer.
