Cashmere Chronicles: Rachelle Hruska MacPherson and the Lingua Franca Brand

In this episode of The Retail Pilot, host Ken Pilot sits down first in a Pre-Flight conversation with Simeon Siegel, Senior Retail Analyst for BMO Capital Markets, to discuss the state of the Retail market both post-election and leading into the holiday season.

For the main Flight, Ken speaks with Rachelle Hruska MacPherson, founder of the fashion brand Lingua Franca. Rachelle shares the unexpected journey that led her to create a company known for its hand-embroidered cashmere sweaters and socially conscious messaging.

Origins of Lingua Franca

• Rachelle started the company unexpectedly in 2016 while dealing with stress from her previous business
• The idea came from embroidering "booyah" on an old sweater as a therapeutic exercise
• Early success came from a viral "I Miss Barack" sweater after the 2016 election

Business Growth and Model

• Lingua Franca offers custom embroidery on cashmere and cotton items
• The company has expanded into ready-to-wear clothing and collaborations
• Current revenue is under $30 million, with 60-70% from direct-to-consumer sales

Product and Pricing

• Cashmere sweaters with embroidery retail for around $380
• Cotton items start at $150, opening up a new market segment
• Custom embroidery is available in stores and through an online customizer

Marketing and Collaborations

• Growth has been largely organic, with minimal traditional marketing
• Collaborations with celebrities, artists, and brands have been key to expansion
• Upcoming collaborations include Wicked and Gilmore Girls

Challenges and Future Plans

• Rachelle discusses the difficulties of scaling while maintaining brand authenticity
• She emphasizes the importance of product quality and customer service
• The company is exploring new marketing strategies, including digital advertising

Personal Insights

• Rachelle shares her favorite travel destinations and TV shows
• She discusses the importance of mentorship and community in the fashion industry

The episode provides an in-depth look at how Lingua Franca has grown from a personal project into a socially conscious fashion brand, navigating the challenges of scaling while maintaining its core values and unique positioning in the market.

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