How Mesa Wave co-founder created a global brand
Before starting Mesa Wave, Kevin Mahany co-founded and managed the international kids fashion brand, Mama Luma.
Digital Growth through Global Channels
Key Market Analysis, Supply Chain Optimization, & Global Advertising Strategy
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What It Is
Mama Luma is a designer kids fashion brand, based out of Santa Barbara, CA. The brand produces all the dresses in one of the most prominent fabric hubs in the world, Istanbul, Turkey. Today, you can find the dresses being worn amongst Hollywood movie stars, as well as royalty in countries across the globe.
What We Did
We started by setting up a fulfillment center in Istanbul, Turkey. With the international centrality of Istanbul and the ongoing deflation of the Turkish currency, this would provide us with the opportunity to have affordable shipping costs and good lead times.
Subsequently, a global market analysis was vital in determining which countries would be ideal to target. Understanding trade relationships between the product's country of origin and the potential target market was a vital first step in this process, followed by researching market trends to determine if there would be a good product-market fit.
After determining which countries would be ideal to target, we executed a complex advertising strategy, testing various images/graphics and copy to ensure the recipients had the highest probability to convert. NOTE: low advertising costs outside of the US gives a great opportunity to test concepts.
Eventually, we would open up franchises in successful markets to optimize the supply chain and give the brand more visibility in those regions.
How We Did
The success of the global market expansion, as well as the general growth of the online channel, would lead to an exponential increase in Mama Luma's ARR. The immense success in the gulf region (Saudi Arabia, UAE, Qatar, etc.) would lead to the opening of multiple franchise stores and continued growth outside of the US. This created huge opportunity as we sold to, and attracted the attention of, incredibly influential people from across the globe (some of whom became partners in the project of continual global expansion).
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“Human relationships are essential for me in my business. I usually would've dismissed a cold call, but after a short conversation with Mesa Wave co-founder Alex, I had an intuition that these were people I wanted in my corner. The results have been stunning, as the Mesa Wave team continues to brings new levels of growth and strategy into my brand and business.”
“The marketing team at MWM is awesome, and worth every penny. They’ve been working with us for over a year, and we’ve had excellent results. From the initial consult you could tell that Kevin and Alex are professional, knowledgeable, and that they genuinely care about their clients’ success. After just one month it felt like they were an extension of our team- and the top performers of our team."
“Working with the team at Mesa Wave is such a pleasure—they have a deep understanding of e-Commerce and couple that with a superior work ethic. They consistently deliver thoughtful and effective solutions that drive results. They are also extremely flexible, I have often asked them to accommodate last minute changes and they have never missed a beat.”
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