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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