Fashion People Podcast Episode Summary: "Tennis Lessons"

Episode Details:

• Title: Tennis Lessons
• Host: Lauren Sherman
• Guest: Amanda Greeley, Retail Executive and Founder of Spence
• Release Date: March 28, 2025

Introduction

In the episode titled "Tennis Lessons," Lauren Sherman, correspondent for Puck's Fashion and Beauty Memo Line, welcomes Amanda Greeley, a seasoned retail executive and the visionary founder behind the innovative tennis apparel brand Spence. The conversation delves into Amanda's journey in the direct-to-consumer (DTC) space, the inception and development of Spence, the challenges faced during the launch, and the future trajectory of the brand.

Guest Background and Influences

Amanda Greeley shares insights into her upbringing in a retail-centric family. Growing up with her mother, Lori Greeley, the CEO of Serena and Lily and a former buyer at Victoria's Secret, Amanda was immersed in the world of fashion and retail from an early age.

• Amanda: “I often end up saying I grew up in retail because of my mom’s influence. If I'm pitching somebody, I often start with that background.” ([12:03])

Lauren highlights the influence of Amanda's mother, drawing parallels between their experiences and emphasizing the impact of growing up in such an environment.

Involvement in the DTC World

Amanda discusses her early involvement in the DTC landscape through her participation in Paul Munford's Lean Lux newsletter and her role in developing the underwear brand Cup. This experience laid the foundation for her understanding of brand development and product innovation.

• Amanda: “Being part of the team at Cup and helping develop the brand gave me invaluable experience in product development and market positioning.” ([11:44])

The Birth of Spence

The core of the conversation centers around the creation of Spence, Amanda's latest venture into tennis-specific activewear. She recounts the moment of inspiration in 2018, driven by the lack of stylish and functional tennis apparel in the market.

• Amanda: “I felt like the big athletic brands like Nike and Adidas were getting tired in their assortments. There wasn't anything fresh, cool, or exciting in tennis apparel.” ([08:36])

Amanda elaborates on her vision to create a brand that bridges the gap between performance and style, ensuring that Spence apparel is both functional on the court and fashionable off it.

Product Development and Design Philosophy

Amanda delves into the meticulous process of developing Spence's product line, emphasizing the importance of wearability, quality materials, and versatile design. She highlights the brand's commitment to using high-quality fabrics from Japan and Italy, ensuring durability and comfort.

• Amanda: “We use really beautiful materials that have inherent performance attributes, making our pieces not just stylish but also highly functional.” ([39:29])

A significant aspect of Spence's design philosophy is the mix-and-match layering system, allowing customers to create multiple outfits from a limited number of pieces. This approach offers versatility and caters to both men and women, breaking traditional gender norms in sportswear.

• Amanda: “Our layering system allows for mix-and-match options, so you can create up to ten outfits from five pieces. It’s about flexibility and personal style.” ([40:46])

Launch Strategy and Challenges

Launching Spence was a pivotal moment for Amanda. She discusses the challenges of raising funds in a climate that increasingly shuns pre-revenue investments. Despite these hurdles, Amanda leveraged personal investments and support from like-minded individuals to propel the brand forward.

• Amanda: “Raising money became a necessity to ensure proper product development. It was challenging because the current investment climate is wary of pre-revenue brands.” ([35:09])

Lauren and Amanda explore the shifting landscape of DTC investments, highlighting the evolving expectations of investors and the importance of demonstrating tangible progress beyond conceptual pitches.

Market Reception and Feedback

Since its official e-commerce launch on Tuesday, Spence has received positive feedback. Amanda shares early successes, including the quick sell-out of certain items like the mineral watercolor shorts and warm-up sweatshirts. The inclusive design, catering to both men and women, has been particularly well-received.

• Amanda: “Our shorts have been excitingly popular because they cater to both genders, and the red skirt has been an eye-catcher for many customers.” ([47:48])

She also notes the strategic decision to delay shipping some items, aiming to maintain product quality and customer satisfaction.

Future Plans and Brand Expansion

Looking ahead, Amanda outlines Spence's plans to expand its product line, including the introduction of leggings designed for both tennis and other activities like running and yoga. She emphasizes the brand's dedication to maintaining functionality while enhancing style.

• Amanda: “Future products will continue to meet the dual criteria of being functional on the court and versatile enough for everyday wear.” ([49:42])

Amanda also discusses potential collaborations and brand activations, such as partnerships with tennis tournaments and influencers, to embed Spence within the tennis community.

• Amanda: “We're exploring partnerships with teaching pros and looking to activate our presence at major tournaments to engage directly with our target audience.” ([52:08])

Conclusion

The episode concludes with Lauren expressing admiration for Amanda's thoughtful approach to brand development and product design. Amanda reiterates her commitment to creating enduring, stylish, and functional tennis apparel that resonates with both athletes and fashion enthusiasts.

• Amanda: “Every day is a chance to move forward, so why settle for gear that holds you back? Spence is about performance and style, designed to keep you sharp and comfortable from work to workouts.” ([34:06])

Lauren encourages listeners to explore Spence's collection, highlighting the brand's appeal to a diverse audience and its potential to redefine tennis fashion.

Notable Quotes:

• Amanda Greeley ([06:41]): “Spence is like the new disruptive, exciting, racket sports-focused apparel brand.”

• Amanda Greeley ([25:38]): “Nike made it, quote, unquote, normal to be a runner. Before Nike, no one just.”

• Amanda Greeley ([30:58]): “Our color palette includes red as the brand color with accents of silver, nodding to a futuristic aesthetic inspired by my grandmother’s work with NASA.”

• Amanda Greeley ([47:48]): “The red skirt and our versatile shorts have been the standout pieces, selling out quickly and receiving great feedback.”

• Amanda Greeley ([55:30]): “There’s a 'where did you get your outfit?' moment in tennis that we aim to capitalize on to increase brand visibility.”

Final Thoughts

"Tennis Lessons" offers an in-depth look at the intersection of sports and fashion through Amanda Greeley's entrepreneurial journey. The episode is a testament to the evolving landscape of activewear and the opportunities that arise when passion meets innovation. Listeners gain valuable insights into building a brand that honors tradition while pushing the boundaries of style and functionality.

For those interested in the future of tennis fashion and the dynamics of the DTC market, this episode provides both inspiration and practical knowledge from a leader in the field.