Q: What process did you follow to develop the store concept and products? Were they all original products unique to Club Libby Lu—or did you source existing products and brand them as yours?
A: In developing the store concept and our products, we listened to our target. That’s how we still do it. We have regular focus groups with girls between the ages of six and twelve. We watch tween trends and relate products back to them. We’re proud to say our stores are designed by girls for girls, and all of our products are original to Club Libby Lu.
Q: What process did you follow to determine the store concept’s marketability?
A: Well, focus groups picked the logo, the store colors—almost everything. But nobody knows for sure a concept is marketable until you open the doors. The way you really test marketability is to put your best out there and keep tweaking. Not everything we did right out of the box worked, but we learned and adapted—a process we still practice today.
Q: Were there any setbacks in product development that had to be overcome?
A: Initially, it was difficult to get vendors to make private-label products for a one-store chain. So, I called in every favor I had and convinced them of the long-term viability of the concept (and reminded them in some cases it was me who helped them get into big department stores when they were the little guy!). In the earliest days of the business, I developed great relationships with lots of partners with whom I still do business today
Q: What was the biggest learning curve in terms of developing the stores/products?
A: Actually, the hardest thing for me was learning about other aspects of the business outside of product development: accounting, store construction, insurance, payroll, employee benefits—stuff like that.
Q: What secrets have you learned in terms of publicity and marketing your product?
A: Word-of-mouth and viral marketing is huge and crucial to our target. It surprised me just how influential tween girls and their moms are among other tween girls and moms.
