Brands that find a way to serve the people they hope to convert into customers are brands that people pay attention to, admire, and buy from. Service means finding something to offer other than a pitch to purchase. Something of value. Something of substance.
Fashion brand M.M.LaFleur is offering women who are running for office three outfits for free.
Here’s a note to customers from CEO and Co-founder, Sarah LaFleur:
As we head into Primary Season, we want to do our small part in supporting female candidates. One of the ways in which we’ve been able to do this in the past is by dressing women for the campaign trail. Over the past few years, we have dressed candidates ranging from Cynthia Nixon to Representative Stephanie Murphy. This spring, we’re taking things a step further by lending our clothes, for free, to any woman who is running for public office—whether it be for the House of Representatives or your town council.
According to Adweek, within 48 hours, the company had 1,100 responses from across the political spectrum, with the resounding sentiment being the desire to see more women in public office.
LaFleur—a registered Democrat—said the company is open to lending clothes to women across the political spectrum but reserves the right to refuse to lend clothing to a candidate whose values don’t align with its own, saying the company will stay away from working with extremists.
“A lot of women can’t afford to buy the kinds of clothes that people expect of candidates,” said LaFleur. “If it’s in any way a hurdle for these women, it brings me such joy that we can help alleviate that problem.”
According to The Cut, the brand is known for its predesigned capsule wardrobes that allow customers to mix-and-match pieces to create two weeks’ worth of outfits, which they call “Omakase,” after the Japanese meal where the chef chooses the menu. In 2018. Inc estimated the company made $70 million in revenue.
“In my day job, I’m a professional firefighter, as well as a mother of four. My dress consists of either a blue uniform and turnouts or jeans and a T-shirt,” one candidate wrote to M.M.LaFleur. “I can’t even begin to tell you how stressful the ‘how to dress’ piece of running for office has been!”
Are You A Candidate? Apply Now
Are you running for office? Please complete this survey to apply. If you’re accepted, M.M.LaFleur will loan you up to three pieces of clothing for the duration of your run. Once you’re finished with the pieces, they will be donated to Bottomless Closet, an organization that helps disadvantaged women in NYC find jobs.
We are accepting submissions until Super Tuesday, March 3, 2020.