The founders of Fforme, a new American luxury brand, discuss their business strategy ahead of a Paris Fashion Week event.
Fforme is a direct-to-consumer brand that will primarily live online. While its designs do speak to the kind of new luxe minimalism that has been circulating for a while, its business model sets it apart. The brand offers what is among the most cutting-edge e-commerce luxury sites — displaying clothing in 3D for an immersive, informed experience.
Instead, they are busy hiring a customer service specialist to help facilitate d-to-c orders and plan sales events in high-earning vacation hubs like Aspen. They will also hold multiple in-person selling events over the next few months in cities including San Francisco and Los Angeles. Despite the heavy cash flow needed to jumpstart a luxury brand, Khosla says she is in it for the long haul. “It’s a big investment and I think that’s what makes it an interesting opportunity. There is so little that’s new and I think so far we have accomplished what we have set out to do and we are on track,” she said.
With Vazquez’s experience in fashion business management, and Khosla’s provenance in tech to build Fforme’s online experience, Helbers was the missing secret weapon the two women needed.
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