Leather Fashion Retailer Reaches Beyond Local Market With E-Commerce Presence

Michael Kure

Growing up a dancer, Brittany White understood persistence. On stage and off, she was constantly criticized and relied on inner strength to stand back up after each figurative and literal fall.

Today, Brittany is what the dance industry calls a “triple threat,” but not for ballet, tap, and jazz. She is a business women, student, and creative mastermind.

Earlier this year, Brittany founded the Chicago-based leather fashion retailer, Sweet Prima. She wanted to empower female individuality through a clothing line because, according to Brittany, “Sometimes as women, we’re told what we’re supposed to do and how we’re supposed to do it. And my brand is here to say, live the life that you want, and do it on your own terms.”

Dancer turned businesswoman

Sweet Prima originally started four years ago as a leather wholesaler. Frustrated by low sales volumes from boutique shops and department stores selling her garments, Brittany decided to pivot to a direct-to-consumer model and launched a Sweet Prima e-commerce site. Going B2C, Brittany reasoned, would allow her to create a unique brand identity and have more control over reaching her target market.

Brittany runs her business like a boss

To establish the brand across the United States, Brittany needed to run her business more efficiently and strategically. Like many startups, Sweet Prima employed different people to work on different business aspects, each maintaining their own touchpoints, processes, and tools. 

Brittany learned about a solution designed for small and midsize businesses through a strategic partner. It was the all-encompassing, scalable cloud solution she needed to centralize her entire operation. Even better, the tiered subscription model meant it fit her budget.

“We found a solution that provides one place where you get everything to create and run an e-commerce business,” says Brittany. Sweet Prima now has an integrated CRM system, inventory management, order fulfillment, and even commerce capabilities in one cloud-based package. “[This integrated cloud solution] really helped me create a central place to store my contacts and to manage all of our accounts.” She has been able to create Sweet Prima’s e-commerce enabled website and even runs e-blasts, handles the CRM list, and manages logistics and inventory through the system to make sure everything is connected and coordinated.

Unique advantages over competition

Before implementation, Sweet Prima co-mingled prospects, customers, partners, and other third party contacts into one unsegmented list. There was no differentiation between individuals, their roles, or the type of organizations where they work. So, when Brittany would send a one-size-fits-all e-mail to everyone on that list, the response (or lack thereof) was extremely disappointing.

Brittany notes that her new cloud solution has allowed her to build a segmented CRM list that helps her “understand the differences between a lead, my customers, and a third-party partner. Being able to identify these types of people, and knowing how to interact and engage each of them based on their focus and interests …that’s going to help our company become successful.”

With her contacts consolidated and segmented, Brittany is more easily communicating with customers and finding and forming relationships with partners that enable her team to run Sweet Prima better.

Poised for the future

Brittany is currently implementing an external newsletter that connects to her CRM list while tailoring a unique version for the department store market. She also plans to add a pop-up window on her website that will allow site visitors to ask her questions directly.

Integrating a cloud solution to streamline a complicated, decentralized processes has been “the best thing” for Sweet Prima. Brittany now has the time to focus on further establishing Sweet Prima as an empowering brand for women while planning for the future – expanding Sweet Prima into more markets across the United States and beyond.

For more on running a small business more effectively, learn more about SAP Anywhere.

Michael Kure

About Michael Kure

Michael Kure is a member of the Customer Lifecycle Marketing Team at SAP. He works closely with SAP customers to help tell their stories about their journey to digital transformation, and to share their experiences and lessons learned with the aim of benefiting their peers.