Elle Olivia | Intentional Girls' Apparel
Help push the mindset of Black girls beyond their wildest imagination with a fashionable and functional apparel and lifestyle brand.
Project Description
THE STORY
In 2021, I became a first time mom of a beautiful , fearless and ambitious lil mama. Our birth experience wasn't what was expected and it placed an imprint on my life that placed in me the dedication to solve some systematic issues Black parents face bringing new life into this world.
Before I share what happened let me share a little bit more about myself, Marty McDonald. Former Corporate Queen of 10+ years and Dynamic Entrepreneur of a successful multi-million dollar media company focused on propelling Black Women's stories forward in the career endeavors. I share this so you can know my focus has been Black women for over 5 years and I am not unfamiliar with our challenges and our power of impact.
When I was 24 weeks pregnant my daughter was diagnosed with Congenital Dyaphranic Hernia that would cause her lungs to be covered by her liver, spleen and intestines. This disease would cause her to have immediate surgery when she was born and she would be placed in the NICU for 35 days to heal. During our time in the NICU I quickly realized that advocacy and representation are two key ingredients that my daughter will need to navigate this world as we didn't have anyone to advocate for us as Black parents and we didn't see anyone that looked like us.
In 2022, Elle Olivia LLC was launched to show Black Girls big possibilities through the clothes they wear and the books they read.
I am on mission for our next generation of Black Girls. Click to Watch Video
THE NEED TO BE SEEN, HEARD, AND REPRESENTED
- Moms seek brands that reinforce their core values, to instill confidence and a sense of belonging.
- Only 2% of brands at major mass retailers are designed for Black children.
- Visualization increases constructive action, yet positive visuals of Black girls are lacking.
- 58% of Black audiences say there's not enough representation on screen. (Nielsen)
- Black consumers will pay up to 1.2x more on average for offerings that are better suited to their needs & preferences.
- Black consumers are willing to shift approx. $260 billion to companies that can better deliver what they need.
VALUE PROPOSITION & VISION
Elle Olivia is a lifestyle brand that immerses little Black girls in their BIG possibility during everyday life moments through apparel, books, experiential play centers, and parental education.
Our vision is to become a household name by becoming the #1 lifestyle brand for Black girls.
TARGET MARKET AND OPPORTUNITY
Target: Moms of Black girls ages 0-4 who shop with intentionality. College educated & professional with high household incomes
- They're less likely to be satisfied with current offerings
- 25% more likely to change buying behavior
- Black consumers are seeking products that better suit their needs. ~McKinsey, 2021
Black consumers are willing to shift approximately $260 billion to companies that can better deliver what they need
+
Black consumers will pay up to 1.2x more on average for offerings that are better suited to their needs and preferences (unlocking $40 billion in net new spending)
=
A $300 billion opportunity
GO TO MARKET STRATEGY & TRACTION
Apparel:
Feb '22: Launched with sustainable apparel and books. Brand launch of drove ~$25K eCom sales to date and national retail commitment launching Q4'23
Content:
Jun & Oct '22: New brand campaign and digital marketing grew Instagram account to 1K+ followers to date | Strong blog content
Experiences:
Times Square Billboard, and influencer event at Pottery Barn Kids NYC to amplify holiday collection launch several press hits
THE NEXT FEW YEARS
- The next 2-3 year will be focused on solidifying the foundation in our three core pillars:
- (1) intentional apparel/products
- (2) essential content
- (3) personal experiences
- By using our integrated business model, Elle Olivia will grow in awareness which will lead to sales
- Reinforcing this will be expansion in national retail
FUNDING ASK
$100K for marketing to build brand awareness and acquire new customers, preparing for successful launch in retail.
Thank you for supporting Elle Olivia and our goal to help Black little girls dream BIG!
Updates
The Campaign FAQs
Do I have to pick a reward or can I just invest my own amount?
You can invest however much you'd like! All you have to do is select the "Monetary Contribution" button and input your own amount. If you want a reward, just select the reward category you'd like.
Can I purchase more than one reward?
YES! when you click on a reward, you can specify a "Support Amount." Enter the total of all of the rewards you would like there, and leave a note in the "Message to the entrepreneur" listing the rewards you want.
What else should i know about where the funding is going?
Marketing: Build brand awareness and acquire new customers
Experiential Pop Ups: Pop ups in various cities with high prevalence of consumer target
Team: Leveraging experts for strategy and development and tactical/logistical execution
With your support of $50 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, and an Elle Olivia downloadable coloring book.
Just Because I Care
With your support of $25 or more, you'll receive our Elle Olivia, downloadable affirmation cards & early registration to Boss Women Media's Black Girl Magic Summit
With your support of $100 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, and a set of 2 Elle Olivia iron-on patches.
With your support of $250 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, a set of 2 Elle Olivia iron-on patches, and a custom Elle Olivia t-shirt.
With your support of $100 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, a set of 2 Elle Olivia iron-on patches, a custom Elle Olivia t-shirt, and a custom illustration of Elle Olivia and your lil mama.
Rewards
With your support of $50 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, and an Elle Olivia downloadable coloring book.
Just Because I Care
With your support of $25 or more, you'll receive our Elle Olivia, downloadable affirmation cards & early registration to Boss Women Media's Black Girl Magic Summit
With your support of $100 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, and a set of 2 Elle Olivia iron-on patches.
With your support of $250 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, a set of 2 Elle Olivia iron-on patches, and a custom Elle Olivia t-shirt.
With your support of $100 or more, you'll receive the Elle Olivia downloadable affirmation cards, early registration to Boss Women Media's Black Girl Magic Summit, an Elle Olivia downloadable coloring book, a set of 2 Elle Olivia iron-on patches, a custom Elle Olivia t-shirt, and a custom illustration of Elle Olivia and your lil mama.