L *Space Marketing Methodology. In Conversation with Heather Mesenbrink.
“We have used the past few months to really build our community and uncover what our brand means to them and how we fit into their lives, not just from a transactional standpoint, but on an emotional level.”
Heather MesenbrinK, Director of Marketing
P: What is the story behind the sun-kissed California brand that believes fit is everything?
HM: Rooted in California, we live in sunshine and that “beach lifestyle” all year long. Our mission is to create a go-to brand for women looking to feel their best who love to follow the sun. L *Space is inspired by the “California Cool” slip-it-on-and-go pieces designed for the beach girl at heart. We aim to create product that fits into your everyday life no matter what you do or where you live, and we want you to look good doing it.
P: 2020 has unraveled the fashion industry in its entirety. One could say it created a level playing field marketing-wise for brands big and small. How has it changed your methodology to marketing L *Space?
HM: We’ve definitely leaned into some of the channels and marketing strategies that we were merely testing at one point, and relied heavily on our relationships with key influencers. Partnerships with them not only supported our DTC business, but our brand and the community we have curated over the years. We’ve tapped into them for anything from content creation on the fly to larger campaign opportunities. We realized quickly that we had an opportunity to use our learnings and not only use them to drive sales but also speak to our customer in a more real and authentic way. It’s what people have wanted even more this past year. We have used the past few months to really build our community and uncover what our brand means to them and how we fit into their lives, not just from a transactional standpoint, but on an emotional level and we’ve used our marketing channels to tap into that more than ever in 2020.
P: You believe some of the greatest joys start with the letter “L.” Turning the tables here – what is your L?
HM: When Monica founded LSPACE and was looking for a name for her brand, yes, her greatest joys were those that happen to start with “L”. Love, Laughter, Living Life etc. LSPACE means all of that to those who touch our brand. Personally, I believe that L has evolved over the years and now stands for anything that brings joy, and bonus, most of those experiences you could easily be wearing L *Space . Our What’s Your L campaign is designed to not just be about the joys and journeys that start literally with the letter “L” but rather, what brings those who enter L *Space joy. In this climate, I find that my greatest joys, my L if you will, comes from Lounging in my LSPACE Loungewear since my jeans don’t fit anymore.
P: No events. No trade shows. The SS’ 21 has the burden of being the loudest and most innovative on its own regard. How does your collection achieve that?
HM: We are lucky in the sense that we are a small, nimble team with a lot of creative ideas. We are finding new and fun ways to connect with our retailers, to provide the same sort of in store support we are known for but in a safe way. Our collection for SS’21 will feature our tried and trues of our brand as well as fun surprises that keep our customer coming back for more with small capsules that will pop up throughout the season and some exclusives that allow us to push the envelope a bit.
P: Can you share some of favorite pieces from the upcoming collection, and some all-timers no matter the collection?
HM: My favorite from our upcoming collection is probably the Phoebe One Piece. It’s simple and timeless and super soft. Easy to throw on and style up or down. My favorite style in no matter what the season is the Frenchie and the Lee Lee. This style seriously looks good on everyone.
Heather’s Picks.
Frenchi Bikini Bottom and Lee Lee Top Shop Now
LSpace upcoming collection. Phoebe One Piece.
