Paula Fritzdorf - Atelier the Label
Blog post #1
Describe the idea!
Atelier the Label is an online clothing atelier. We offer ready to wear and customized clothing that are sustainable and ethically made. We wanted to create a space where the customer can design personal pieces that can be worn season after season. Today we consume more than ever. Being mindful about our clothing we can go from fast fashion to slow fashion.
Who are you?
I’m Paula Fritzdorf, 22 years old, born in Stockholm. I’ve always had an interest for fashion and the way we express ourselves with clothes. For two years I spent my time living in Bali where I observed a big rubbish problem. Spending time surfing in the ocean I saw more plastic than marine life, a constant reminder that we need to change the way we are consuming and how we perceive our relation to nature.
What will you do during these three months? How will you spend the time?
The following three months my main focus will be on brand building and marketing. I will develop a marketing strategy that I can implement in my business. Furthermore, I will elaborate new products and research alternative materials that are both sustainable and suitable for making clothes.
What do you expect to achieve during Leapfrogs?
Leapfrogs gives me a possibility to spend time establishing Atelier the Label on the Swedish market. I expect to achieve organic growth in my social media channels.
Blog post #2
Tell us what you have done on your project so far during the Leapfrogs time.
During the past two months I’ve been working on a marketing strategy mainly focusing on social media. I’ve been in contact with influencers to organize collaborations and shoots. Another big focus has been creating content to social media and also to the new website that I’m making. I’ve decided to use another platform for my website than the one I’m using now since it has more features that I believe can help make sales. One, for example, is Klarna.
Has everything gone according to the plan? Has anything unexpected occurred? Has something been easier/harder than expected?
Everything has gone according to plan. One thing though, that I find harder than expected, is making sales online and I have tried to analyze factors that would make the sales online increase. For example I believe that some people are afraid to buy from a new brand since they don’t know what to expect or if they’ll get the product and that’s why I’ve decided to change my platform to Shopify where the customer can use Klarna and doesn’t have to take the same financial risk when buying something.
What will you focus on during the remaining time? Will you follow your original plan or has anything changed along the way?
During the remaining time I will keep implementing and developing my marketing strategy but I will also focus on other things such as finishing my new website and also get my products into some physical stores. During this time working on my brand I have also had a clearer idea what I want Atelier the Label to be and I will keep working with changing and developing the brand. I will also make routines that are easy to follow when I go back to school.
Blog post #3
How did you experience the three months?
These three months have been very educative. When you build a company from scratch you have to take on many roles in the company; accountant, graphic designer, sales person and many more. It is demanding but very fun and you learn a lot along the way.
What has been most difficult and what has been most enjoyable?
The most enjoyable part for me is getting appreciation for what I do and to see how all the hard work pays off. The most fun but difficult part is that you are in charge of everything and you will sometimes get stuck on the way. For me it’s been very helpful to talk to people in my surroundings and not to be afraid to ask for help.
Will you continue working on your project in the future? If so, what is your next step?
Yes I will keep working on my project in the future. My next step is to continuing focusing on sales but also try to come up with new sustainable solutions in fashion. Building a brand takes a lot of time and I’ll keep working on my marketing strategy.
What would you say is the most important lesson learnt while working on your project?
Everything takes time and it will not go as planned. It will be a rollercoaster but don’t give up, keep working and develop your idea and most importantly enjoy the ride.
Do you have any tips to other new entrepreneurs?
Talk a lot to other entrepreneurs. Many people have had similar problems or situations as you and you will learn a lot just from talking to others. By growing your network you will get connected with people in your field. Don’t give up but be open to making changes along the way. Listen to what people have to say and try to adapt to your market.