Episode Details

Lively CEO and Founder Michelle Cordeiro Grant sits down with us at Shoptalk 2019 to talk about how they're using community to drive commerce in an authentic way - and in so doing creating entire households of customers by partnering and empowering women who are "Wild at Heart, with Boss Brains".

Show Notes:

Main Takeaways:

• Brian and Phillip are interviewing Michelle Cordeiro Grant, CEO, and Founder of Lively live at #Shoptalk2019!

• Lively is more than just a lingerie brand, it's a community of women who are passionate and purpose driven.

• Does everybody need an emerald bralette with a stripe: Maybe?

• The intimates industry is valued at more than 13B a year, how does Lively differentiate itself?  

• The Lively community has produced seven companies by merely bringing together entrepreneurial women with similar value systems.

From Concept to Customer: How Lively Came to Be:

• Michelle Cordeiro Grantt CEO and Founder of Lively, says she basically grew up in retail, starting at Federated Merchandising Group, working with brands like Macy's, before eventually landing at Victoria Secret where she spent most of her tenure.

• Something that really intrigued Michelle about Victoria Secret was the story behind the brand, and also the fact that while the lingerie-intimates industry is worth 13B per year, Victoria Secret owns 35% of that pie, which is pretty insane.

• This start-up was not going to be just another lingerie brand in the space, Michelle wanted Lively to be a brand that would represent individuality, passion, and purpose.

• Which is precisely what Lively is doing, and the brand has created a community and brand experience that encourages women to be powerful and purposeful.

Want vs. Need: Lively is Changing the Conversation Around Buying Bras:

• Why is the conversation around bras always about a replacement?

• When it comes to clothing or shoes, most women buy more than they "absolutely need," so why are bras always placed in a need-only category?

• Michelle makes the point that women have two types of bras they generally own, the really comfortable and yet hideous day-to-day bras, and the really beautiful semi-artwork bras that are horrifically uncomfortable, and Lively is aiming to change that narrative on lingerie.

• The focus of Lively's offerings is to offer beautifully crafted pieces (not only regular bras and undies they also sell swimwear and active bras) that are actually comfortable enough for every day.  

• Really cool feature alert: 70% of Lively's bras don't have any underwire, which is excellent especially if women want to be comfortable and well, breath.

• And since sizing is so important to so many, Lively started out offering 22 sizes, but now offers 30, with plans to go even beyond that.

Community Driven Commerce: More Than Just a Brand:

• Brian asks how Lively is adjusting to the increased options in this market, especially since they were early adopters.

• Michelle makes it