Functional, Stylish, and Inclusive: How Dovetail Workwear Is Reshaping the Workwear Landscape
We had the privilege of sitting down with Sara DeLuca, one of the visionary founders of Dovetail Workwear. Dovetail is not just your average apparel brand; it is a mission-driven endeavor that aims to bridge the gender gap in traditionally male-dominated industries. With over two decades of experience in the apparel industry and a passion for empowering women, Sara shares the inspiring journey behind the creation of Dovetail, its unique value to customers, and the strategies that led to remarkable growth.
From its humble beginnings as a side project to meeting the critical needs of women working in physically demanding professions, Dovetail Workwear has emerged as a trailblazer in the workwear industry. The brand's dedication to authenticity and a relentless pursuit of functional, quality gear sets it apart from the rest. Join us as Sara reveals her insights and advice for aspiring entrepreneurs while shedding light on the power of fashion to inspire a cultural shift towards inclusivity and equality.
Chris Choi: Hello, Sara! It's a pleasure to connect with you today. Thank you for taking the time to join this conversation. I've been looking forward to delving into the fascinating journey behind you and your remarkable company.
Sara DeLuca: Hi, Chris! Thank you for reaching out. I'm delighted to be here and share my experiences with you.
Chris Choi: That's fantastic! Before we dive into the interview, I'd love to get to know you better. Could you please introduce yourself and share the inspiring story of how you ventured into entrepreneurship? I'm particularly eager to learn about the personal journey that led to the creation of your company and the profound impact it has on your customers.
Sara DeLuca: I've been in the apparel industry for about 25 years, working for big and small brands in San Francisco, Miami, and New York. I moved to Portland about 15 years ago. I was doing mostly contract work with companies that I had worked with back in New York. Dovetail began when I hired landscapers, Kyle Marie Summers and Kate Day, who I knew through our school community, to work with me on two projects, including a rain garden and back yard design for a house I had newly restored. Because I was working from home at the time, I would often sit on my back deck and chat with them when they were taking water breaks.
The challenge for them was that they were trying to create a professional uniform for themselves, one in which they could be both very functional in the physical part of their job: unloading the truck, digging trenches, or laying gravel. But they also wanted to look professional. Adjacent to the physical parts of their work, they were meeting with clients and contractors.They struggled to find workwear that could meet all aspects of their work. There just wasn't much out there at the time. They tried bigger brands that had made a nod towards women's workwear, but couldn't find products that fit properly, made them feel like themselves, and allowed them to be both professional and functional.
So that started a conversation around building a better solution. Because I'm in the industry, I offered to make them a pair of pants. It started as a fun side project, but as we made the first prototypes, people were literally stopping us in the street, asking where they could get those pants. We quickly realized that there was a true gap in the market for women who had any physical component to their work and needed gear and apparel that fit them and functioned well. And that's how Dovetail was born. We work closely with the end consumer from design inception to wear testing, iterating the product based on feedback. It's been a fun way to build functional and quality gear that truly meets our customers' needs.
Chris Choi: Oh, that's fascinating! So, you started it as a side project, but then it took off when you realized the demand was strong, right?
Sara DeLuca: Exactly. I feel really lucky because I have worked on many brands that I've loved, but this was an opportunity to build a mission based brand. What we make is pants and workwear. But the why is what this brand is really about. Our mission is women's empowerment and helping to level the playing field for women. It is that mission that gets us up in the morning.
Chris Choi: I totally get that! Your store does stand out, and that's what caught my attention when I first visited it.
Sara DeLuca:. You have a good eye!
Chris Choi: Awesome! Now, I'm curious to know how you found your target audience and built your marketing strategy in the early stages.
Sara DeLuca: For our audience, once a woman who needs our product finds out about us, it's an immediate positive reaction. It's like, "Oh my God, where have you been all my life?" The challenge has been getting the word out there and making women aware of our brand. We've followed standard marketing techniques like Facebook and Google ads, but we've also spent a lot of time on grassroots development. We work with local trade organizations throughout the country and other nonprofits that support women in training programs for careers with a physical aspect. This word-of-mouth approach has been powerful because it's women themselves, wearing our products, telling others about it, and sharing their positive experiences.
Additionally, we prioritize authenticity in our marketing. Our website features a diverse group of real women who actually work in the fields we represent, not professional models. This has been instrumental in building trust and legitimacy for our brand.
Chris Choi: That's right. Cool. And also, did you set up any paid advertising like Facebook ads or Google ads?
Sara DeLuca: Yeah, we use all of those things as part of our marketing strategy.
Chris Choi: Okay.
Sara DeLuca: However, we also emphasize authenticity, and our approach includes a focus on showcasing real women who work in the fields our products are designed for.
Chris Choi: That makes sense. That's why I felt like your store is unique. You have a strong emphasis on authenticity.
Sara DeLuca: Exactly. It's important to us to show our products in real-world scenarios with real women who genuinely use them in their work.
Chris Choi: Got it. Cool. And now, could you tell me about the growth of your sales? Has it reached six, seven, or eight figures? What has been the most successful way of achieving that level of sales?
Sara DeLuca: Our sales have grown year on year since our launch five years ago. We have a strong presence in both DTC sales, accounting for about 50% of our sales, and wholesale, where we're in around 350 physical stores nationwide and about 150 to 200 stores in Canada through a distributor. We also sell on Amazon. COVID had a positive impact on our sales since our products were functional and useful for people doing DIY projects at home. However, the wholesale side of our business faced challenges coming out of COVID due to inventory overstock and the retail market's dip. Despite this, we're looking into 2024 with a positive outlook, and the business will continue to grow, thanks to our diversified channels.
Chris Choi: Wow, that's impressive! Your sales have been consistently growing year on year. And having multiple sales channels seems like a smart move.
Sara DeLuca: Absolutely. It allows us to weather challenges in one area while maintaining growth in others.
Chris Choi: Now, let's dive into the back-end of your business. How do you manage all the nitty-gritty details? What tools and systems do you use to handle inventory, cash flow, and other crucial aspects?
Sara DeLuca: We've been scrappy in managing our back-end systems, primarily using Excel for inventory management, margin analysis, and cash flow. While it has served us well in the early stages, we're aware that Excel is not a long-term solution. As we grow and become more profitable, we're investing in more sophisticated tools. For example, for product development, we've recently brought in a product line management system to manage tech packs and critical documents needed to communicate with our factories.
Chris Choi: True, sometimes the scrappy approach works best in the beginning. It's all about adapting as the business evolves.
Sara DeLuca: Exactly. We're continually adapting and improving our systems as the business evolves.
Chris Choi: So, based on your experience, what advice would you give to someone starting their own business?
Sara DeLuca: My advice would be two-fold. First, if you have a concept or product that you believe will make the world a better place, it's worth pursuing. Building a mission-based brand can be incredibly fulfilling. Secondly, do your due diligence. Understand the critical aspects of running a business, especially financial management, cash flow, and inventory. Many brands fail because they overlook these fundamentals. Building a successful business takes dedication, hard work, and a solid understanding of the business side of things.
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Chris Choi: That's valuable advice! Understanding the fundamentals and having a mission-driven purpose can make a huge difference.
Sara DeLuca: Absolutely. It's been a pleasure talking with you, Chris.
Chris Choi: Likewise, Sara. Thank you for sharing your insights and experiences with us. We're excited to share your story with our subscribers.
Sara DeLuca: Thank you for having me. I'm looking forward to reading the article.
The story of Dovetail Workwear and its founder, Sara DeLuca, serves as an inspiring reminder that the combination of innovation, authenticity, and a meaningful mission can drive transformative change in the world of business and beyond.
To stay updated on Dovetail Workwear's latest offerings, inspiring stories of women in various industries, and exclusive promotions, make sure to follow them on social media. Join their vibrant community on Instagram, Facebook, Pinterest and Youtube to be a part of the conversation and discover the innovative workwear that's redefining the industry.
Remember, whether you're a trailblazing entrepreneur or an aspiring professional, Dovetail Workwear's story offers valuable insights into building a brand that makes a positive impact on its customers and beyond. So, hit that follow button and be inspired by their journey!
