Australian womenswear brand One Teaspoon has been diversifying its business strategy. In a conversation with Ragtrader, CEO Liz Roberts discusses changes to product, sales channels and talent acquisition.
How have One Teaspoon product categories changed in recent times?
Over the past few seasons, we’ve made a concerted effort to better satisfy demand towards the higher end of our customer base. More intensive sourcing and crafting of textures, leathers and fabrics; embellishments, enclosures and studding and more. While these span the breadth of our traditional categories, we continue to focus on our customers’ needs and desires, and these are always evolving - and, of course, we are focussed on continuing to provide our core iconic styles.
Are there any planned changes to ranges in the future?
When we look at the entirety of any collection, we want to ensure we meet people where they are. Currently, we’re seeing huge growth in our small-batch premium capsules - a lot of bespoke and ornate pieces, limited run, higher price point. Further, that category has also stimulated our party collections - dresses, directional denim, party pieces. Which makes a lot of sense because it aligns with what a lot of us are feeling - that need to let loose, party, be among people.
We hold dearly onto the original promise of One Teaspoon. Sexy, rebellious, rock n roll are not just words, they’re woven into our DNA. And while that’s a north star that remains undimmed, we continue to evolve and develop together with our customer. We’re fit for purpose, we respond to the needs of the times. So those classic heritage releases like our new Salty Dogs are just as important and necessary to our range as, for example, our new Coachella capsule - a brand new festival-inspired, primarily hand-crafted collection.
Have there been any developments to wholesale channels?
Post-COVID, we have continued to expand and grow our wholesale sales in both the USA and Europe. One exciting development has been the introduction of our new premium capsule offering, “Limited by One Teaspoon”, which is focussed on hand-crafted, smaller batch styles, including premium leather, hand-beading, studding, one-off denim recipes and other luxury fabrications. It was recently onboarded by major luxe retailers of the likes of Saks (Fifth Avenue) and others.
We also continue to maintain our stronghold in the mainstream market and younger audience with General Pants, The Iconic, and now Universal Store. With a core target market of 18 to 45+-year olds globally, of all different backgrounds and lifestyles, we are in a unique position to speak to and cater to a huge range of demographics, from mass market to the bespoke.
Beyond that, we maintain a wonderful relationship with many major international retailers, such as Free People, who we work with closely to design SKUs and custom-ordered and designed capsules and pieces.
What are the key steps involved in creating a new range?
Moodboards are incredibly important, and are the catalyst that really kicks the entire process off. One Teaspoon itself is a great inspiration - the heritage, historic campaigns, colours we might even have forgotten get born anew on a moodboard.
At the same time, the design team will be researching new fabrics, prints and palettes. An upside for us is that we are a truly global brand, and so we are constantly receiving feedback from our international territories, who provide a source of inspiration. From there, we begin to develop shapes and fits - runway shows are a great guide of what - and sometimes what not- to do!
From here, there’s a lot of sketching, and finally we begin the review process with stacks of samples. What we’re really looking at here is fabric, colour and fit. Overall, the general timeline can be anywhere from 12 weeks for a fast-to-market style from conception to having the piece in store, from 12 months when developing specialised fabrications and new silhouettes.
Are there plans to update your store distribution?
Our flagship One Teaspoon brick-and-mortar stores on Manly’s The Corso and Byron Bay continue drives sales, and are a destination for both locals and tourists. We also see huge success with our Factory Outlet Brookvale store - a customer and fan favourite for bargain hunting - featuring samples, discontinued styles and one-off pieces.
In 2023, improving and enhancing our online store/websites is our major driving force and focus. We want all of our customers globally to feel and love our ecommerce experience just as much as they do when actually in-store. Bringing these experiences together into one unified, personalised, helpful, branded shopping experience is our main goal for the future, bringing everything together for a seamless customer journey, no matter where in the world you are.
Have there been any changes to the VIP Bower Club loyalty program?
One of our main points of differentiation as a standalone brand in the ecommerce sphere is our commitment to rewarding our customers via our loyalty program, the VIP Bower Club. Currently, we recognise our direct B2C online customers with 10% of their purchase in real loyalty credit for every dollar over $100 spent (spend $100, get $10 back, spend $120, get $12 back, spend $200, get $20 back) to redeem on all future purchases.
Giving our loyal customers this bonus is something we’re very proud of and love doing, seeing repeat purchasers and users come back again and again is one of the best parts of it all. In the coming year, we are looking to expand this program even further with more special offers, event invites, incentives, promo codes and sale access.
What other channels does One Teaspoon target customers?
Marketplaces are a key focus for us in 2023 and beyond - the flexibility, ease and ability to reach new markets and customers is a no-brainer. This year we expect to launch on multiple marketplace platforms locally and internationally.
Social shopping is another major trend we can’t ignore - Instagram and Facebook present unique opportunities for organic reach and discoverability, and are an audience we need to meet where they already are. We expect this area of the business to massively increase this year alone.
You have to be where your customers are. In One Teaspoon’s case, we have to be where our loyal, wonderful fans are, and for us, user generated content is what we’re all about - people love seeing real people using our products/styles.
Finally, in 2021 we reported that One Teaspoon founder Jamie Blakey left the brand. How has this shaped the structure of the company today?
Often times, the exit of a founder provides an opportunity to inject new and fresh creative ideas. Our long-standing head of design, Rachael D'Alessandro, has flourished with this opportunity to evolve the collection. And she has been joined by a new addition, Sophie Nixon, who comes with a wealth of creative successes under her belt through the likes of Sass and Bide, Dion Lee and Aje.