Balance the Physical and Digital in Sustainable Fashion Lucie Harrild from comhla
eCommerce MasterPlan31 Heinä 2023

Balance the Physical and Digital in Sustainable Fashion Lucie Harrild from comhla

Lucie Harrild is the founder of comhla, a one-stop shop for sustainable fashion built on Shopify. Lucie shares the initial challenges of pitching her idea without a visual representation and how she decided to create a website early on to showcase her concept.

The focus of Lucie's business is on demonstrating behaviour changes in sustainable fashion such as repairing, upcycling, and buying and selling pre-loved items. She aims to show that sustainable fashion can still be beautiful without sacrificing personal style.

Lucie discusses her plans to open a physical store and use it as a platform for online marketing. She reflects on the importance of telling a unique story, the growing awareness of the environmental impact, and ways to help consumers make better purchasing decisions,

In this episode we discuss:

  • How can a website bring a concept to life?
  • Why you need a physical store as a marketing platform
  • What is ‘choice editing’?
  • Mainstream vs sustainable fashion
  • Supporting customers through the (often) confusing landscape of sustainable fashion

Dive In:

[04:44] Launching a fashion platform with a sustainability focus.

[09:50] Lessons learnt from a challenging pitch.

[14:55] Having different customer profiles.

[17:54] How choice editing makes sustainability accessible and inspiring.

[25:52] Leveraging Canva and teamwork for collaboration and carbon tracking.


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