M.M.LaFleur, a women's workwear brand, has shifted its editorial strategy to Substack, migrating its popular newsletter, The M Dash, to the platform to enhance content marketing efforts. This move comes as the brand looks to connect further with its audience—90,000 subscribers currently—by sharing engaging content such as styling advice and personal stories. With Substack's discovery features, M.M.LaFleur intends to expand its reach beyond existing customers and positions itself among pioneering brands utilizing this strategy in fashion.
"We've always seen content as a critical part of our brand," said Maria Costa. "Our customers aren't buying new clothes every week, but we want to stay in their inboxes..."
Substack was appealing because of its built-in discovery features - which allow users to find and follow newsletters based on their reading preferences - offering a way for M.M.LaFleur to tap into new audiences.
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