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What Michelle Obama Taught Tracy Reese About E-Commerce

Tracy Reese and Michelle Obama, via Getty
Tracy Reese and Michelle Obama, via Getty

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Tracy Reese is a crazy busy designer these days. She's put out yet another collection for Anthropologie's Made in Kind capsule, she just finished the Target/Neiman Marcus Holiday collab-o-pocalypse, and she's fielding a massive spike in sales since Michelle Obama donned her colorful fit-and-flare frock for the Democratic National Convention. So what has she learned from the whole whirlwind adventure? That e-commerce holds the secret to everything. Sort of. Reese explains it better after the jump.

This year we decided to make an investment in our own site because we had e-commerce for awhile but we didn't really know what we were doing. So we're taking advice from experts on how to really build our site and take the information that is there and know how to use it for our buying for the site, for our stores, and in the design process to really understand the customer and what she wants from us.

[What the customer wants] depends on what's going on that week because, like, say, after Mrs. Obama wore our dress there was a big spike in dress sales and especially fit-and-flare dresses. You know, I think a lot of people were like, 'my figure's like hers and this dress looks great and I want to see what this person does' and so we had like thousands and thousands of new visitors. And a lot of [online shoppers] bought fit-and-flare dresses, which is cool.

And I think that even our tried-and-true customer, she knows that we're going to have something for her that's going to be comfortable, it's going to be appropriate, and it's going to be colorful or embellished. It's going to have personality. We don't like to do dumbed-down clothes. So it's interesting to kind of figure out the patterns. This weekend, it's blouses. It's a learning experience. It's a science unto itself.

Look for plenty of the fit-and-flare dresses couched in Reese's colorful heirloom aesthetic (costing between $248 and $298) at Anthropologie on Tuesday, October 9.
· Tracy Reese's Collection For Anthropologie's Made In Kind Debuts [Racked]
· Target-Neiman Marcus Collab Predictions: Your Cliff Notes to All 24 Designers and Our Wild Speculations on Who's Doing What [Racked]