The Fashion Brand Clinic Podcast

Today I'm joined by Alie Mackintosh, the brilliant mind behind AYM! It's a British womenswear brand known for its empowering, timeless pieces and commitment to sustainable UK production.

In this honest chat, we go behind the seams of AYM's journey from its early days as Boom Boom Boutique, to dressing Kim Kardashian! Plus we chat about Alie becoming a viral sensation on social media as the face of her brand.

If you're a fashion founder navigating growth, content burnout or the balance between creative and commercial, you'll absolutely love this one!

✨ The evolution from Boom Boom Boutique to AYM → Why Alie rebranded and how the brand has grown since

🧵 UK production at scale → The pros, challenges and realities of manufacturing locally as you grow

📊 The key numbers that guide AYM's decisions → From margins to stock levels and sell through rates

🗂 Systems behind the scenes → What's helped Alie feel more in control of operations

📣 The power of a recognisable content strategy → How the brand became iconic and why rinse & repeat marketing works

🎥 Going viral & building visibility → From gifting "normal" women to consistently viral posts… how AYM does it and whether it's actually planned!

📅 Marketing structures across email, Instagram & TikTok → Alie's planning process and the type of content that truly moves the needle

🧠 Lessons learned & what's next → The tough moments that shaped AYM and what Alie's hoping for over the next 12 months

Plus: a quickfire round to finish things off!

• AYM Studio – explore the collection here

• Follow Alie on Instagram @aym.studio / @aliemackintosh

• Join my broadcast channel on Instagram @elizabethstilesuk to submit your questions for future guests!

• Watch this episode on YouTube 🎥

✨ If this episode gave you an aha moment, I'd love for you to share it with a fellow founder or leave a review on Apple Podcasts—it really helps!

You can listen by clicking through to Apple Podcast here

You can also watch the episodes over on my Youtube Channel!

Remember to hit the follow + button or subscribe so you don't miss an episode!

The Key Shifts Needed to Scale Your Fashion Brand Host: Elizabeth Stiles

Welcome to Season 3 of The Fashion Brand Clinic Podcast! I'm back from a short break and excited to kick things off with a brand new format ... yes, we're now on YouTube too 👀

In this solo episode, I'm diving into the essential mindset and strategy shifts you need to make if your fashion brand has hit the six-figure mark and you're ready to scale sustainably (without burning out!).

🌿 The Tree vs Hedge analogy → Are you growing sideways with overwhelm, or growing upwards with intention?

📈 Shift 1: From Reactive Marketing to a Scaleable Strategy → Stop posting in panic & start planning like a pro.

🗓 Shift 2: From Last-Minute Chaos to a Clear Production Critical Path → Sync your marketing & production to build real demand.

🙋‍♀️ Shift 3: From Doing It All Yourself to Building the Right Support → Why outsourcing isn't a luxury. It's a necessity.

🧠 Shift 4: From Small Business Owner to CEO → Step into your next level with data, delegation & direction.

If you've been feeling stuck in the 'messy middle' this one's for you.

• The Scaling Project: My mastermind for six & seven figure brands ready to grow strategically.

• DM me on Instagram @elizabethstilesuk with the word SCALE to chat about joining!

• Watch this episode on YouTube 🎥

✨ A big thanks to Lucy & Yak, ScoreApp and Studio C for sponsoring this podcast!

✨ If this episode gave you an aha moment, I'd love for you to share it with a fellow founder or leave a review on Apple Podcasts—it really helps!

We dive into the fascinating journey of Aimee Smale, the founder of fashion brand Odd Muse. Aimee reflects on her experience as a buyer in commercial retail & shares valuable lessons she carried forward into her own business venture.

As a multifaceted entrepreneur responsible for various aspects of her business, she also reveals her methods for ensuring everything is executed to a high standard. She discusses the evolution of her brand's signature pieces, from viral blazers to trending dresses, and the strategic shift that drove sales.

Despite challenges, Aimee's team has contributed significantly to her brand's growth, reflected in impressive year-over-year increases in traffic and sales. Reflecting on her milestone of presenting a collection at London Fashion Week & opening a central London store, Aimee shares key lessons for aspiring fashion entrepreneurs.

In this episode we discuss :

• Unwavering Self-Belief: Aimee's journey underscores the importance of steadfast confidence in your product. Despite facing doubts and skepticism, she championed her vision with unwavering self-belief, propelling Odd Muse to success.

• Championing Best Sellers: Central to Odd Muse's growth strategy is the practice of nurturing best-selling products. Aimee advises young brand owners to keep successful products in the spotlight, continuously innovating and reimagining them to resonate with their audience.

• Building Anticipation: Creating hype around new launches is crucial for sustaining momentum in the fashion industry. Aimee emphasizes the strategic use of waitlists and timely content creation to generate excitement among customers, ensuring a seamless transition from anticipation to purchase.

• Multi-Faceted Marketing: In today's digital landscape, a varied marketing strategy is essential for success. Aimee advocates for leveraging different platforms, from TikTok for brand awareness to Instagram and email marketing for nurturing customer relationships. By understanding the unique strengths of each platform, fashion brand owners can effectively engage with their audience and drive sustained growth.

• Diversifying Markets: Aimee's insights shed light on the importance of diversifying revenue streams across different markets. By balancing customer demographics and geographical regions, fashion brand owners can mitigate risks associated with economic downturns and fluctuations in consumer behavior.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

Elizabeth's Instagram

Odd Muse's Instagram

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

KT Mildren launched 'Katharina Lou,' her fashion business in 2021 after having lots of spare time (& creative ideas!) in lockdown.

Since then she has grown a cool community online of fashion followers and has also become best known for her hit Olly Rose dress!

Starting with bold feminine pink pieces which were all made to order, since then it has evolved into a more grungy aesthetic.

KT shares her tips for pivoting, creating sell out launches, how to find the right influencers for your brand and how to get out of a negative cycle which so many founders face.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• The 80/20 rule: 80% of your sales will come from 20% of your products so 'If it's ain't broke, then don't fix it.' If you have a best seller, relaunch it in different colour ways and styles, don't try to always reinvent the wheel.

• The importance of going to see your manufacturers in person: you get things done quicker, you can build relationships, you can check that they fit in with your values and they are likely to work harder for you after you've made the effort to come and see them.

• The power of taking a break and space from your business: sometimes the most productive thing you can do is pausing and taking a holiday to reignite the creativity in you and help you get out of a negative cycle.

Elizabeth's Instagram

Katharina Lou's Instagram

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

Meet Sarah Mathias, a corporate dropout and ex retail buyer with over 12 years experience working with huge brands and Far East factories. She launched her own product business in 2018 and now she can be mostly found helping other small businesses achieve their goals as a business growth mentor.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• The importance of knowing who your customer is. This goes beyond just the normal demographics, but really understanding them in and out, what drives them, what frustrates them, how they shop.

• Discounts and promotional strategies. Understanding the psychology behind customer decisions, how to use promotional tactics without damaging your brand reputation.

• Understanding your numbers. All your decisions are based around your finances (product costs, margins, promotional discounts) so its important to get your head around this early on.

Elizabeth's Instagram

Sarah's Instagram

You can listen by clicking through to Apple Podcast here

Remember to hit the follow + button so you don't miss an episode!

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

Rani and Co started as a fashion brand in 2017 when Ramona started selling feminist clothing with slogans & selling jewellery on the side. The jewellery was doing really well and actually selling more than the clothes so in 2020, Ramona pivoted and turned it into a jewellery business.

She kept the feminist theme & included goddess and queen collections that routinely sell out and created a strong community of customers in the process.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• Importance of creating content using story telling. Whether you are a newly launched business, or a fully fledged brand. Don't underestimate the power of story telling to build authenticity and connection with your online audience, especially on TikTok.

• Building hype around your new product launches. Creating excitement about who, when, where, why but saving the what until last. This creates the story first and gets people super excited.

• Learning how to market your products. You must spend the majority of your time marketing your product, and learning how to sell it. Try everything and then you will work out what works best.

Elizabeth's Instagram

Ramona's Instagram

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

Sarah Galley is an ambitious graphic designer who firmly believes in the power of stepping out of your comfort zone to bring about a positive change. We met about 10 years ago when we were both at Miss Selfridge and she's since gone on to work for some other leading brands including River Island and ASOS.

Despite the sometimes negative experiences, Sarah has built resilience finding courage and clarity which has helped her launch her own business - Design Gals.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• Recognising when to leave: Sarah talks about the importance of recognising signs of physical and mental strain in your job. She shares how mental health shouldn't be compromised for a career.

• The reward of going independent: We discussed the freedom that comes with running your own business, even if it means earning less ( and there's also the potential for more which we don't often consider!)

• Manifesting your goals: During the podcast, we talked about the power of manifestation, and Sarah shared her business objectives. We agreed on the importance of setting aside time to focus on future goals, rather than getting overwhelmed with day-to-day tasks.

Elizabeth's Instagram

Sarah's Instagram

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

I had the pleasure of speaking with the incredible Josh Cook, a seasoned e-commerce expert with a strong passion for data-driven strategies. In this conversation we spoke about fashion E-com, (including co-founding Adanola & Another Version) growth hacking and the power of taking calculated risks.

While the fashion industry is entering the exciting Black Friday season, Josh shared his optimism for a successful sales period with the right strategy and enough traffic. Remember, with the right plan and the willingness to take calculated risks, your fashion brand can experience exponential growth.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• Risk-Taking: Josh emphasised the importance of taking risks in the fashion industry. From launching businesses to moving to a different country, he has experienced the rewards that come from stepping outside of your comfort zone. He believes that nothing worth having comes easy, and that speculating to accumulate is a crucial mindset to adopt.

• Influencer Marketing: Josh discussed the changing landscape of influencer marketing across Instagram and TikTok. He stressed the significance of working with influencers who truly convert, and recommended platforms such as Like to Know It and Reward Style to find relevant influencers.

• Holistic Approach: To succeed in e-commerce, Josh emphasised the importance of a holistic approach that combines marketing and operations. He shared insights on analysing data, tracking relevant metrics, and the impact of inventory availability on conversion rates.

Elizabeth's Instagram

Josh's Instagram

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

Faith started her fashion career studying at London College of Fashion & launched a lingerie brand straight out of uni & moved to Australia. Amid a global pandemic, she was back in Brighton & Faith embraced the perfect moment to embark on her next creative journey.

Faith now spends weeks carefully designing dresses that will last and transcend fickle fashion trends with her customers in mind. Her favourite thing is to source fabric, it's her passion and what inspires her creatively. She uses natural new fibres from credible sources and deadstock fabrics.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• How Faith's passion for vintage fashion influenced her approach to her own brand to focus on creating high-quality, made-to-order dresses that align with her values as a sustainable fashion designer.

• The impact motherhood had on Faith's business model and how it forced her to outsource, delegate and simplify her business model even further

• The consistency within Faith's simple marketing strategy across Instagram and Email and how that has helped develop her business from 15k followers to 60k followers in under a year.

Elizabeth's Instagram

Faith's Instagram

You can listen by clicking through to Apple Podcast here

Remember to hit the follow + button so you don't miss an episode!

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…

Welcome to another episode of The Fashion Brand Clinic with me, Elizabeth Stiles!

This week we dive deep into the world of fashion, creativity, and building communities with Phoebe Sherman, founder of Girl Gang Craft. We're discussing the power of well-behaved women not making history and the importance of stepping outside of our comfort zones to make a real impact.

Building a community can be both scary and rewarding, and we'll be delving into the strategies and challenges involved. From creating a feminist art accessories brand, navigating the exclusive craft fair world, Phoebe will guide us on an exciting journey of community building in person and online.

So whether you're a seasoned entrepreneur or just starting your fashion journey, this episode is packed with wisdom, inspiration, and plenty of actionable steps to build your very own fashion brand community.

💫 Don't forget to hit that follow button and stay tuned for more episodes sharing exclusive BTS content

In this episode we discuss :

• Building a Community: Discover how to build a powerful femme-forward community around feminist art accessories apparel company. From in-person events to online engagements, sharing the complexities, challenges, and rewards of nurturing a loyal following.

• Pricing Strategies: Explore the importance of setting the right prices from the beginning. Highlighting the need to value your products and services, while finding the right customers who appreciate your mission. Learn from her insights on raising prices, engaging the audience, and avoiding negative pricing perceptions.

• Cultivating Connections: Uncover the power of personal connections and networking within the fashion industry. Offering practical advice on finding opportunities, nurturing relationships, and leveraging events to grow your business.

Elizabeth's Instagram

Phoebe's Instagram

Book Recommendation : The Art of Gathering

You can listen by clicking through to Apple Podcast here

Remember to hit the follow + button so you don't miss an episode!

Thanks to Lucy & Yak for sponsoring season 2 of The Fashion Brand Clinic Podcast!

Are you passionate about learning how to scale your own clothing brand? Here's your chance to get some personalised 1:1 guidance from Lucy Greenwood – cofounder of Lucy & Yak!

Head to this link to fill out the form and enter!

One lucky podcast listener will win an exclusive mentoring session with Lucy, a renowned and sustainable clothing brand that has scaled to incredible heights in a short space of time. This is a fantastic opportunity to gain valuable insights, ask questions, and receive advice tailored to your fashion brand.

Psst – whilst you're there, don't forget you're also able to shop the Lucy and Yak collection with 10% off using the code "TFBC"

Are you ready to discover what it takes to become a 6-figure fashion brand? Or maybe you're already there & looking for ways to improve!

I have a really fun quiz for you to try out today! It's just 21 questions that will determine a score from 0-100 and you'll automatically receive a personalised audit of how your business is doing.

As a fashion brand owner, it can be challenging (to say the least!) to stand out in a crowded market and drive consistent sales.

However, with the right marketing, product development, sales channels and pricing strategy, you can take your fashion brand to the next level!

Take the quiz to unlock the secrets of a 6 figure fashion brand and see how you compare.

Once completed, you'll receive an e-mail with a fully personalised audit on how you can scale with success - it's honestly so cool, you have to try it to see for yourself…