How do you go from NO business knowledge, no marketing experience, and an admitted knack for having proactive “poor judgment” to creating what became the #1 line in a fashion category within a few short years?
It was all part of Liz Lange’s plan. Well, her “non plan”. The “I never had a business plan” plan. And her story is LIVE on this week’s Glambition Radio.
And I have to tell you I LOVED hearing her talk about her lack of having everything thought out ahead of time… because this is what separates the Glambition Girls from the rest. If you wait to have all your ducks lined up in a row, someone will beat you to it. Just get out there and get ‘er going. It’s easier to course-correct once you’re in motion.
If the name Liz Lange sounds familiar, it’s because her Liz Lange Maternity line is in EVERY TARGET in the U.S., and in many other countries around the world.
And what you have to realize about Liz is that when she started back in 1997, NO ONE who was pregnant dressed to show their “bump”. Today, you can’t pick up a lifestyle or beauty magazine without seeing pregnant celebrities showing their maternity style. And Liz was the woman who pioneered this phenomenon.
In essence, I can thank HER for the permission to “dress my bump” during my pregnancy with my twins, versus resorting to wear a muumuu. (And you, too.)
Liz told me her “light bulb” moment came when she was listening to her pregnant friends complain about the lack of stylish clothes for mothers-to-be. The only option in the mid-90’s was oversized, loose-fitting garments.
Liz knew intuitively that something that hugged, rather than tented, the expanding midriff would sell. During our interview, she told me that, aside from her pregnant friends, NO ONE thought it was a good idea. Every store she pitched her idea to said no way, fashionable maternity wear will never sell.
Then, her business exploded! I mean really you have to hear it for yourself on our interview. By 2007, 10 years after launching Liz Lange Maternity and dressing every major pregnant celebrity, Liz had partnered with Target and Nike and annual sales had reached a reported $200 million.
She sold her business for a rumored $50 million (not a bad day), and she remains the creative director and face of the brand, which continues to thrive at Target. Now, Liz designs a women’s wear line for HSN as well as works on some passion projects while raising her two kids in New York City.
On this week’s Glambition Radio, I asked Liz to share her top 3 success tips. Here’s a sneak preview for you, in her own words:
Tip #1: Great ideas usually go against the grain
“You’ll never be successful just following conventional wisdom. You have to go against what might seem normal or typical. People didn’t think it was a good idea that I do that partnership with Target when I had high-end stores, but I did it anyway.”
Tip #2: Receive criticism, but in context
“Consider all criticism to be constructive. Do not be discouraged. I almost feel like the less people like your idea, the more they think it won’t work, the greater possibility is that you’re probably onto something good.”
Tip #3: There’s strength and wisdom in failure
“I think that’s very normal—especially for entrepreneurs—to get paralyzed by fear of failing. What separates successful entrepreneurs from people that just never make that leap, is the idea that you dust yourself off and you try again, and you’re stronger because of it.”
You’re going to love this gal, and while I’ve shared a bit of her wisdom here, there’s so much more on this episode of Glambition Radio – just listen by clicking the play button below. And if you want to hear my most recent episodes head over to iTunes to listen or subscribe for automatic updates.
Love and success,
P.S. Liz was our hit keynote speaker at my SHINE 2010 Conference in Las Vegas. Our attendees shared they loved her “realness” and you’re going to love it too on this episode!
