Cashmere Chronicles: Rachelle Hruska MacPherson and the Lingua Franca Brand

In this episode of The Retail Pilot, host Ken Pilot sits down first in a Pre-Flight conversation with Simeon Siegel, Senior Retail Analyst for BMO Capital Markets, to discuss the state of the Retail market both post-election and leading into the holiday season. For the main Flight, Ken speaks with Rachelle Hruska MacPherson, founder of the fashion brand Lingua Franca. Rachelle shares the unexpected journey that led her to create a company known for its hand-embroidered cashmere sweaters and socially conscious messaging.Origins of Lingua FrancaRachelle started the company unexpectedly in 2016 while dealing with stress from her previous businessThe idea came from embroidering "booyah" on an old sweater as a therapeutic exerciseEarly success came from a viral "I Miss Barack" sweater after the 2016 electionBusiness Growth and ModelLingua Franca offers custom embroidery on cashmere and cotton itemsThe company has expanded into ready-to-wear clothing and collaborationsCurrent revenue is under $30 million, with 60-70% from direct-to-consumer salesProduct and PricingCashmere sweaters with embroidery retail for around $380Cotton items start at $150, opening up a new market segmentCustom embroidery is available in stores and through an online customizerMarketing and CollaborationsGrowth has been largely organic, with minimal traditional marketingCollaborations with celebrities, artists, and brands have been key to expansionUpcoming collaborations include Wicked and Gilmore GirlsChallenges and Future PlansRachelle discusses the difficulties of scaling while maintaining brand authenticityShe emphasizes the importance of product quality and customer serviceThe company is exploring new marketing strategies, including digital advertisingPersonal InsightsRachelle shares her favorite travel destinations and TV showsShe discusses the importance of mentorship and community in the fashion industryThe episode provides an in-depth look at how Lingua Franca has grown from a personal project into a socially conscious fashion brand, navigating the challenges of scaling while maintaining its core values and unique positioning in the market.Hosted on Ausha. See ausha.co/privacy-policy for more information.