How Tamara Mellon launched a brand comeback

Stephen Whiteside

Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.

Tamara Mellon, a direct-to-consumer luxury footwear brand, launched in October 2016 with the goal of disrupting the well-worn business style of the fashion category.

Having recently completed a financing round that raised $24 million – and reporting “3x” growth in the opening half of this year versus with same period in 2017 – the fledgling enterprise, which is named after its founder, boasts all the hallmarks of a flourishing startup.

In fact, the Los Angeles-based firm is the second attempt by Mellon to kickstart an eponymous business. Her first namesake offering launched in 2013 and filed for Chapter 11 bankruptcy...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands