![]() We’re very lucky to be able to dream up any shoes that we can imagine and really be able to make that a thing, be able to wear them and hold them. I feel like that’s the easiest thing to do in the most authentic way. How do you navigate wanting to promote your business while also remaining genuine with your fans and followers?Ĭharli: Make things that you actually love and want to wear every day and you’ll have no problem promoting it. Making sure something fits and feels right could also apply to the authenticity of connecting with your audience on social media. That’s what we’ve done and it’s starting to make us successful. There are things we can give advice on the girls are great at giving advice on styling and trends but ultimately the actual production of a shoe is something we needed a skilled team for. Our head of production knows every little aspect of how to make sure the product fits and feels right. Our head of footwear design has been in the business for 20 years. Marc: We put a great team of people around us and they have all been in the business. How do you transition followers to customers? Consumers want to be able to touch and feel the product and try it on. It’s difficult for people to come to a website that already has a shoe brand and for them to find something they love that’s new. That’s why we’re doing something like this. Marc: One of the things that we’ve learned is that followers don’t equal customers. ![]() We’re new to it and it’s exciting but we’re still learning and I feel like we’re holding our own so far. ![]() I’m so excited for what we have out now, and I’m so excited for spring and what’s to come next year. It’s amazing but now we have to wait for to come out which is the hardest part. Heidi: How you have to think and plan so far ahead. What’s the biggest lesson you’ve learned about the footwear industry thus far? ![]() It’s been four months since you launched D’Amelio Footwear. There was a long line of people to see it, literally. We were here the other day and there was a line for a giant dog and we were like, “Oh yeah, OK.” Everyone was just kind of doing their own thing.ĭixie: Yeah, it was massive. When there are a lot of kids around or younger people, that’s when it could get crazy but normally it’s not too bad. Are you two able to come to The Grove on your own?ĭixie: I feel like we can, there’s so many people here during the daytime with so much going on. There’s a crowd starting to form behind us. The Hollywood Reporter stopped by recently for a group interview with parents Heidi and Marc and famous daughters Dixie and Charli (who also co-founded the clothing label Social Tourist) to talk about what they’ve learned so far during their footwear industry tenure, the strategy of transitioning followers to customers and their next business venture into the snacks game. retail hot spot The Grove for the month of September. D’Amelio Footwear launched in May strictly as an e-commerce brand from the family’s D’Amelio Brands umbrella company but, for a limited time, they’ve set up shop at L.A. The D’Amelios are well-known for their massive online footprint - Charli, 19, has long been one of the biggest stars on TikTok with a current following north of 150 million - and they are now testing the waters in real life for their first major brand pop-up.
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