Inside Kendra Scott’s strategy to turn sellout collab shoppers into loyal customers
When Kendra Scott launched its first collaboration with the fashion brand LoveShackFancy last year, the collection sold out in seconds. The success confirmed that both brands had tapped into something powerful: a shared sense of femininity and nostalgia that spoke to fans of both brands. It also revealed the growing strength of Kendra Scott’s licensing model, a strategy the company formally introduced in 2022 as part of its shift from a pure jewelry business to a lifestyle brand.Licensing has qu...
