In this insightful interview, we delve into the creative and entrepreneurial journey of Jackie Shapiro, the visionary behind French Bull. With a unique blend of artistry and business acumen, Jackie shares her experiences from starting post-9/11 to evolving into a dynamic player in the world of e-commerce and design. Join us as we explore the colorful and vibrant world of French Bull, a testament to Jackie's artistic flair and entrepreneurial spirit.
Jackie Shapiro: Sure. I launched French Bull in 2001, right after 9/11. My background is in fashion; I worked in Milan for a pop culture brand, Fiorucci. It was an incredible experience, a vertical operation where we had to be in tune with the Zeitgeist. The arrival of computers in the 1980s, especially when Time magazine chose a computer for Man of the Year, was a pivotal moment for me. It was transformative, and I wondered how I could use a computer in what I do.
Jackie Shapiro: Initially, I attempted to develop software for fashion design using the first Mac, which was quite a challenge given its limited processing power. I took myself to the first Macworld in Boston, seeking a developer. This journey led me to meet my husband, but I couldn't get the software off the ground. So, I shifted to designing patterns and had a sales rep who sold my prints not just to fashion brands, but also to companies in stationery and wrapping paper. Seeing my prints everywhere inspired me. I started with Melamine because of its low entry investment, and the positive reaction at a gift show was the stepping stone for French Bull.
Jackie Shapiro: The marketing landscape has completely changed. We transitioned from traditional gift show sales to Ecomm wholesale platforms. We shifted from getting mentions in traditional print press to having a chance to speak with blogs and news letters like yours! We have our own web store where sell directly to the consumer and use social media to share with our French Bull loyalists. Since our start was not as a digitally native brand we continue find our way through these platforms. We dabble across all social platforms available but we don't have a structured mandate to commit to digital advertising, influencers, or TikTok. It's a mix of the old and new for us.
Jackie Shapiro: Our breakthroughs came when we were exposed to entirely new audiences. Collaborations with QVC, high-profile invitations like creating phone covers for AT&T, and exclusive luggage programs at Target stores significantly boosted our visibility. These opportunities introduced French Bull to people who might never have come across us in small independent boutiques.
Jackie Shapiro: Scaling the business has been a persistent challenge. Balancing investment in inventory, infrastructure, marketing, and maintaining a consistent message is tough. We had to make choices, like with our collaboration with Crock Pot for Target, deciding between going mass market or staying indie. It's about maintaining momentum and staying true to our vision.
Jackie Shapiro: I'm passionate about returning to my roots in fashion with a focus on sustainability. I'm currently exploring circular, sustainable designs and am fascinated by innovations in textiles. This is where my heart is, blending my designer instincts with a business approach.
