Felice Robin
Re-stablished in late 2019, Felice Robin was my mother’s Philadelphia-based handbag brand, reimagined as a boutique menswear label based out of New York City with the explicit goal to weave the spirit of my mother’s work with my vision for menswear, built upon a “lazy luxury” design ethos. As Owner and Lead Designer, I directed the entirety of the brand’s life cycle. I managed to secure showroom representation, domestic and international manufacturing partnerships, and investor interest while singularly leading product design, branding, marketing and its hybrid direct-to-consumer and wholesale go to market strategy.
Problem
Brand development coincided with the global COVID-19 Pandemic, introducing intense volatility to key international manufacturing and logistical partnerships. As sampling and production progressed, manufacturing partners were placed under an operational freeze, halting all production progress and outbound shipments. Due to indefinite delays, the brand experienced escalating costs, disrupted timelines, and heightened risk to both cash flow brand credibility. These tensions further limited ability to refine product, and enter the contemporary menswear market in a timely fashion.
Solution
After numerous, indefinite delays, I conducted a comprehensive cost benefit analysis on production timelines, brand recovery scenarios, and possible financial exposures to determine brand viability. Compounding delays, and rising costs forced my hand – I made the preemptive decision suspend production, cease operations, and maintaining brand integrity. Capital Preservation, protecting brand equity, and offering an uncompromised product were of utmost importance.
Results
The brand did not launch to market; however, this result indicates disciplined decision making in times of uncertainty. I acted decisively to identify escalating operational risk, mitigate financial loss, and preserve long-term brand viability. Although personally challenging, the experience proved impactful. It strengthened my ability to navigate global challenges to business, while balancing creative ambition, and commercial realities.
