Cynthia Rowley Breaks Down the Best Swimwear, Growing Her Business, and Words to Live By in 2019
"Just do it!" Borrowing from one of the great slogans of our time, that's what CFDA-award winning designer Cynthia Rowley calls her 2019 motto. After my conversation with Cynthia ahead of her appearance at this year's POPSUGAR Play/Ground that emphasis on action is clear. She's a veteran designer who's making new moves, thoughtfully and intentionally, using data to drive her brand evolution.
Her latest deep dive into consumer trends led her to re-imagine her stores and her offices. She's moved into a new space in downtown Manhattan, which features a consumer-facing showroom and storefront, giving shoppers a behind-the-scenes look at the clothes and the team behind them, kind of like getting a seat at the chef's table in a gourmet kitchen. In addition, the designer is rolling out direct-to-consumer pop-ups or "nomadic retail concepts" that put the emphasis on the customer experience. Simply put, she's using technology to forge deeper IRL connections with the people who love her brand, discovering through social and e-comm just what her shoppers want and how better to serve them both online and in-store.
That's a refreshing strategy, though it's most notably Cynthia's enthusiasm for it that leaves an impression. Her goals to grow her business and to give her customer fun-loving, gorgeous clothes married with a memorable experience shopping her collection aren't mutually exclusive. Here, they go hand in hand.
Read on for our full interview ahead as Cynthia talks everything from her business strategy to the most flattering swimsuit style.