WYSE LONDON
Anthea Turnber with Marielle Wyse & Suzy Slavid, Wyse London
A ‘quality, quirky’ fashion brand which produces its range in limited runs and which enjoyed a year of remarkable growth, Wyse London scooped the award for Best Business to Consumer Performance: Fashion & Accessories*.
* the other joint winner of this category was Cyberjammies (see P19)
Wyse London began 2021 in a buoyant position having acquired over 16,000 new customers in 2020 and grown its Instagram following. It attributed this growth to the closure of the high street and, like many brands, did not think it could be replicated. However, it sustained not only the heightened buying levels but further grew its database and was able to strengthen its relationship with the audience acquired during lockdown.
Tis was achieved through the nurturing of an avid community of shoppers around the individual brand of founder Marielle, particularly her use of Instagram Live to provide a personal approach. With limited edition lines, celebrity endorsements and near daily product drops, as well as chances for customers to have their say on new products, customers feel known, heard and involved with the brand.
Entirely funded from its own cashflow, 2021 saw year on year growth across the board including: 138 per cent increase in revenue, 81 per cent increase in annual value per customer and 75 per cent increase in frequency of purchase: all attributed to the marriage of branding, community management and marketing. Te small Wyse team has proved that focusing on making its customers feel seen and part of an active community is the key to success in this market.
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Te Wyse customer is female, in the 35-50 age bracket, often but not always a mum, who doesn’t feel served by mainstream high street brands and is looking for clothes that make her feel good about herself.
Te breakthrough for Wyse came during the pandemic. With many fashion brands struggled with wholesalers cancelling orders, high street stores closing and less need for new luxury clothing, Wyse made the most of the opportunity to change. Marielle went straight to our customers in Instagram Live and started to get them involved in the design process. By taking on board customer suggestions the business was producing ranges only when there was demand which reduced wastage whilst also increasing customer loyalty and involvement with ‘a brand that listens’.
It deploys a blend of social marketing, PPC, email marketing and reintroduced catalogues in September 2021 following customer feedback.
Wyse opened its first store as a hub and community destination in London’s Marylebone High Street. Additional stores and international expansion are under review for the future.
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