The Glossy Podcast: Naked Wardrobe's Strategic Rebrand and Ambitious Growth Plans

Release Date: March 26, 2025

In this insightful episode of The Glossy Podcast, host Jill Manoff engages in a dynamic conversation with Sheeta Shereen and Sheeta Caviani, the visionary sisters behind Los Angeles-based apparel brand Naked Wardrobe. Celebrating over a decade of success, Naked Wardrobe has recently undergone a significant rebranding effort, positioning itself for an ambitious 50% growth projection in 2025. This episode delves deep into the strategies, challenges, and familial dynamics that have fueled the brand's evolution.

1. Introduction to Naked Wardrobe's Journey

Jill Manoff sets the stage by highlighting Naked Wardrobe's impressive trajectory since its inception 13 years ago. Initially launching with "Body Conscious Basics," the brand quickly garnered a celebrity following, including endorsements from the Kardashian family. Over the years, Naked Wardrobe expanded its product line to include suiting, outerwear, and special occasion dresses. The recent rebrand in 2024 not only rejuvenated the brand's image but also led to a substantial 30% year-over-year sales growth. Now, with plans to open its first flagship store and embark on international expansion, the sisters share their experiences and future visions.

Jill Manoff [00:04]: "Today I'm sitting down with Sheeta Shereen and Sheeta Caviani, the sisters and founders of the LA based apparel brand Naked Wardrobe."

2. The Rebranding Process: Vision and Execution

The conversation delves into the motivations behind the rebrand. Responding to market shifts post-COVID, where the influx of lounge and basic wear intensified competition, Naked Wardrobe aimed to differentiate itself by elevating its foundational products. The sisters emphasize maintaining the brand's DNA while introducing new categories and enhancing quality.

Sheeta Shereen [03:22]: "We hold ourselves at a contemporary caliber... aligned with the luxury brands without you having to pay the luxury price."

The rebranding involved not just aesthetic changes like a new logo but also significant operational shifts, including migrating from Magento to Shopify to streamline their e-commerce platform.

Sheeta Caviani [06:43]: "Our rebrand was very much triggered because coming out of COVID... we realized there was such an influx... so we could represent ourselves in a new light."

3. Technological Overhaul and Operational Enhancements

A pivotal part of the rebrand was the technological migration. Initially resistant to move from Magento due to its scalability, the team faced challenges with platform bugs and resource allocation. Ultimately, embracing Shopify provided a more user-friendly and manageable solution, enabling better scalability without exorbitant costs.

Sheeta Shereen [07:26]: "Magento really is for huge corporations... we needed a bigger team to manage the IT side... we didn't want to pour millions into tech resources when we didn't have to."

Additionally, bringing their mother on board as CFO and CIO introduced a strategic financial and technological backbone to the company.

Sheeta Shereen [02:02]: "She implemented Oracle Netsuite... she's kind of the biggest change internally."

4. Direct-to-Consumer Dominance and Strategic Partnerships

Naked Wardrobe has strategically shifted its business model to prioritize direct-to-consumer (DTC) sales, now accounting for 70% of their revenue, up from a previous 50%. This shift ensures the brand maintains control over its narrative and customer experience.

Sheeta Shereen [16:40]: "Direct to consumer right now is about 70% and 30% of our business is wholesale."

Their partnership with Nordstrom stands out as a crucial exclusive domestic collaboration, chosen for its alignment with Naked Wardrobe’s elevated vision and advanced technological infrastructure.

Sheeta Shereen [17:02]: "Nordstrom has always been ahead with taking chances... they are our current only exclusive domestic partner."

5. Marketing Strategy: Evolving Beyond Traditional Influencers

Contrary to traditional reliance on high-profile celebrities, Naked Wardrobe has pivoted towards organic growth through genuine customer experiences and word-of-mouth. The sisters discuss the diminishing impact of paid celebrity endorsements in the age of authentic influencer marketing and savvy consumers.

Sheeta Shereen [14:02]: "Influencers impact is just not what it used to be... someone that's not getting paid to promote a product is going to give you their genuine feedback."

6. Overcoming Challenges: Economic Fluctuations and Operational Hurdles

Navigating post-pandemic economic challenges, including fluctuating consumer spending and increased competition, Naked Wardrobe demonstrated resilience. The rebrand initially met resistance from loyal customers, but overcoming these hurdles through agile product line expansions and enhanced quality solidified customer trust and loyalty.

Sheeta Shereen [20:00]: "We felt like we were having an identity crisis... once the product line caught up, customers embraced the new Naked Wardrobe."

7. Expansion Plans: Flagship Store and International Ventures

Looking ahead, Naked Wardrobe is poised to launch its first flagship store, with scouting efforts focused on high-traffic areas in Los Angeles and New York. The East Coast, particularly New York, is identified as a prime market due to its robust demographic and shopping culture.

Sheeta Shereen [31:14]: "New York girls are always out and about, they're always out shopping... it feels right that it should be New York."

International expansion is also on the horizon, with plans to penetrate European markets and the UK through a partnership with Flannels, and potential ventures into Canada slated for 2026, albeit mindful of challenges like tariffs and duties.

Sheeta Caviani [36:04]: "We are planning to roll out throughout Europe and the uk... Canada is on our radar as well."

8. Team Dynamics and Family Operations

A unique aspect of Naked Wardrobe is its foundation as a family-owned and operated business. The sisters discuss the dynamics of working closely with family members, emphasizing the importance of diverse expertise and mutual support. They also highlight their inclusive and egalitarian company culture, where titles are secondary to collective growth and innovation.

Sheeta Shereen [25:35]: "Titles don't matter here, Jill. We leave our ego at the door and we do it all."

Balancing professional and personal relationships is managed with strategies like setting boundaries, exemplified by their approach to commuting and personal time.

9. Future Vision: Ambitious Goals and Global Presence

Envisioning the future, Naked Wardrobe aspires to become a billion-dollar lifestyle brand with a global footprint. The sisters express enthusiasm for expanded product lines, including potential returns to menswear and children's wear, once the core offerings are firmly established.

Sheeta Shereen [39:01]: "Global empowerment, just world domination."

Their forward-thinking approach is underscored by a commitment to continuous improvement, leveraging both internal strengths and external partnerships to achieve their lofty ambitions.

10. Conclusion: Sustained Passion and Commitment to Excellence

As the episode wraps up, the sisters reiterate their dedication to delivering quality products and exceptional customer experiences. They invite listeners to join them on their journey, eagerly anticipating the launch of their flagship store and new headquarters.

Sheeta Shereen [39:56]: "Absolutely. We'll see you at our launch for our flagship and our new headquarters."

Notable Quotes:

• Sheeta Shereen [16:40]: "Direct to consumer right now is about 70% and 30% of our business is wholesale."

• Sheeta Shereen [14:02]: "Influencers impact is just not what it used to be... someone that's not getting paid to promote a product is going to give you their genuine feedback."

• Sheeta Caviani [36:04]: "We are planning to roll out throughout Europe and the uk... Canada is on our radar as well."

• Sheeta Shereen [39:01]: "Global empowerment, just world domination."

Final Thoughts

This episode of The Glossy Podcast offers a comprehensive look into Naked Wardrobe's strategic rebrand and growth plans. Through candid discussions and insightful reflections, Sheeta Shereen and Sheeta Caviani illuminate the complexities of scaling a family-owned fashion brand in a competitive, technology-driven market. Their emphasis on quality, authenticity, and strategic partnerships serves as a blueprint for aspiring entrepreneurs in the fashion and luxury industries.