House of CB, an affordable luxury womenswear brand founded by Conna Walker, primarily targets women aged 25-34, boasting 83.68% female visitors. The business model has evolved from reselling to designing bespoke pieces in their London studio, focusing on form-fitting, tailored garments. Garnering revenue from garment sales, including party wear, lingerie, swimwear, shoes, and accessories, House of CB manufactures its products in China. Let's dive into House of CB Business Model, from ownership to marketing and target market to product assortment and plans for expansion.
Ownership and History
House of CB, a London-based women's fashion retailer, was founded by Conna Walker in 2010. Initially known as Celeb Boutique, the brand has seen a meteoric rise from its humble beginnings. Walker, who started the business at 17, initially bought and sold ready-made pieces on eBay. With a modest £3,880 loan from her father, she built her website and eventually rebranded the business to House of CB.
| Year | House of CB Milestones |
|---|---|
| 2009 | Conna Walker started selling wholesale garments on eBay under Celeb Boutique. |
| 2010 | Officially founded House of CB in London with a £3,880 loan from her father. |
| 2014 | Rebranded from Celeb Boutique to House of CB; moved to in-house designs. |
| 2016 | Gained significant celebrity endorsements and established red carpet presence. |
| 2019 | Opened standalone stores in the UK and the US. |
| 2020 | Continued global market expansion with a focus on form-fitting, feminine designs. |
| 2021 | Sustained growth despite global pandemic challenges through online sales. |
| 2022 | Expanded flagship locations, solidifying international presence. |
| 2024 | Reached 4.5 million Instagram followers; plans for new locations including Dubai. |
Today, Conna Walker remains the owner and creative director, overseeing the design and operations of the brand from its headquarters in London, UK. One of the standout aspects of House of CB is its rapid growth and massive social media presence. As of May 2024, the brand boasts 4.5 million Instagram followers, a significant leap from the 1 million followers it had earlier in its journey. This robust online presence is a testament to the brand's successful digital marketing strategy, primarily leveraging social media platforms.
Mission and Target Audience
A central element of House of CB's marketing strategy is its strategic use of social media, particularly Instagram. The platform is a dynamic medium to engage both micro and mega-influencers, enhancing its audience reach. This influencer marketing approach is crucial for the brand, as it connects directly with its core demographic of women aged 25-34. This age group constitutes the largest House of CB audience segment, comprising approximately 83.68% female and 16.32% male viewers.
| Gender | Percentage |
|---|---|
| Male | 16.32% |
| Female | 83.68% |
At its core, House of CB is a brand crafted for real women, by women, embracing their identity and femininity. This mission is reflected in its design philosophy and marketing style.
| Age Group | Percentage |
|---|---|
| 18-24 years | - |
| 25-34 years | Largest |
| 35-44 years | - |
| 45-54 years | - |
| 55-64 years | - |
| 65+ years | - |
The brand gained attention by dressing A-list celebrities like Beyoncé, Khloé Kardashian, and Gigi Hadid early on. This red carpet exposure gave House of CB an invaluable foothold in the competitive fashion world, translating to increased brand credibility and a surge in customer demand.
Affordable Luxury Positioning
Instead of adhering to the traditional fashion calendar, House of CB introduces 6-8 new pieces every Monday. This strategy keeps the brand fresh and exciting and aligns with its mission to provide "affordable luxury." This unique selling proposition resonates well with House of CB’s clientele, who cater to consumers seeking high-quality, fashion-forward clothing without the exorbitant price tags typically associated with luxury brands.
| Activity | Frequency |
|---|---|
| New Pieces Release | 6-8 every Monday |
| Restocking Items | Approximately every 2 weeks |
This positioning has fostered a loyal customer base, often referred to as 'CB Dolls'
Style & Product Assortment
Over time, the color palette of House of CB has evolved from bold neon colors to more sophisticated neutrals, reflecting the founder's maturing sense of style and the brand's alignment with prevailing fashion trends. The brand’s target demographic is clearly defined, significantly focusing on women who seek fashionable, form-fitting, and tailored pieces. This focus is evident in the designs, which cater to women with curves or wish to accentuate their figures, embodying a feminine and modern aesthetic.
Additionally, House of CB's approach of releasing new pieces weekly ensures that the brand remains at the forefront of fashion trends, keeping its offerings fresh and exciting. This strategy, combined with its strong celebrity endorsements and high-quality materials, has solidified House of CB’s position as a significant player in the women's fashion market.
Marketing and Social Media
House of CB's rise to prominence is primarily attributed to its savvy use of social media. Initially launched on eBay, Walker transitioned to a personalized online store in 2014, leveraging platforms like Instagram, Facebook, and Twitter to expand brand visibility. Instagram, in particular, has been a pivotal tool in driving the brand’s growth. High-quality images, customer engagement, and influencer collaborations have created a robust online presence.
| Platform | Engagement Rate |
|---|---|
| 0.83% | |
| 0.017% | |
| 0.038% | |
| TikTok | 10.0% |
Social media strategies emphasize showcasing products and a desirable lifestyle, aligning with the brand's identity. Creative content, behind-the-scenes stories, and influencer partnerships have effectively attracted a wider audience while maintaining current customer engagement.
Customer-Centric Approach
A distinctive aspect of House of CB's business model is its customer-centric approach. Walker and her team emphasize listening to customer feedback and adapting designs and services accordingly. This responsiveness ensures that the brand stays attuned to market demands, fostering customer loyalty. The brand’s growth also leans heavily on customer-generated content, initially using images from satisfied clients to build credibility and authenticity.
Types of House of CB Customers
| Customer Type | Description | |
|---|---|---|
| Fashion-Focused Women (18-33) | 50% | Women aged 18-33 are fashion-conscious, seek quality clothing, and are comfortable with making online purchases. |
| Event and Occasion Wear Seekers | 20% | Women in need of formal wear for parties, events and weddings, looking for dressier styles suitable for special occasions. |
| Luxury Shoppers | 15% | Customers seeking affordable luxury items, attracted to high-quality, form-fitting, and designer-inspired pieces offered by House of CB. |
| Brand Loyalists | 10% | Loyal clients who respond well to the constant release of new pieces and are regular purchasers due to brand loyalty. |
| Celebrity Followers | 5% | Customers influenced by celebrities like Beyoncé, Lady Gaga, and the Kardashians, who choose House of CB because of its celebrity endorsements. |
Exponential Growth and Expansion
From its humble beginnings to its current stature, House of CB’s trajectory has been marked by exponential growth.
| Statistic | Value |
|---|---|
| Top performing loyalty programs revenue boost | 15-25% annually |
| Consumers in loyalty programs spending more | 27%-37% |
| Average loyalty program membership | 16.7 programs |
| Market Size of Loyalty Management | $4.43 billion |
This growth is supported by strategic planning and innovation in both product and marketing domains. By continuously introducing new products, staying responsive to customer needs, and leveraging the power of social media, House of CB has cemented its place in the affordable luxury segment.
Conclusion
House of CB's business model exemplifies how a well-crafted mission, innovative marketing, and a customer-centric approach can propel a brand from a niche reseller to a global fashion powerhouse. Looking ahead, House of CB continues to innovate with new product lines and collaborations. The brand plans to introduce a denim collection, including jeans, jackets, dresses, and bombers, offering a more dressed-up take on traditional denim wear. Its success story offers valuable insights into the importance of adaptability, strategic positioning, and the power of social media in shaping modern retail businesses.
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