Brick-Mortar-Cloud Podcast
Season 1 Episode 10:
Revolutionizing Women's Footwear with DMK Shoes
From traditional family business roots to a digital powerhouse, DMK has transformed itself into a go-to brand for stylish, high-quality women’s footwear in Singapore! Watch as Eileen Goh, Chief Creative Officer of DMK, sits down with our CEO, Janson Seah to share her journey in scaling DMK from a word-of-mouth brand to a digitalized fashion icon, and how she and her sister Sophia are innovating to empower women through fashion.
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Read the transcript here!
Host Introduction
Q: What is the focus of the Brick Mortar Cloud podcast?
A: The podcast explores inspiring scaling stories in the F&B and retail industries, highlighting how businesses grow and adapt. Produced by StaffAny and Nick Chan, the show is hosted by Janson, a co-founder of StaffAny.
Guest Introduction
Q: Who is the guest in this episode, and what is her role?
A: Ellen, the second-generation owner and Chief Creative Officer at DMK Shoes, is the featured guest. She is a passionate leader who oversees branding, marketing, and product design for the company.
Q: What is unique about Ellen’s role at DMK?
A: Ellen focuses on the creative aspects of the business, while her sister Sofia, as Chief Operating Officer, handles operations. Their complementary skills ensure a balanced and effective leadership dynamic.
History of DMK
Q: When was DMK Shoes founded, and by whom?
A: DMK Shoes was founded in 2000 by Ellen’s parents, who brought their experience in fashion to create the brand.
Q: Why did Ellen’s parents start DMK Shoes?
A: Ellen’s mother has a condition called bunion, which causes wider feet. Frustrated by the lack of stylish and comfortable footwear options, her parents decided to create a brand that addressed this need for women with similar challenges.
Q: How was the business sustained initially?
A: In its early days, DMK relied entirely on word-of-mouth marketing, which is a testament to the strong value of its products and the loyalty of its customers.
Business Evolution and Rebranding
Q: How has DMK evolved over the years?
A: Over two decades, DMK transitioned from a traditional retail model to embracing digitalization and rebranding in 2020. The rebranding allowed the company to focus on inclusivity, modern marketing, and an expanded product line.
Q: What challenges and realizations led to the rebranding?
A: The COVID-19 pandemic and a shared “quarter-life crisis” prompted Ellen and her sister Sofia to reflect on their future with the brand. They realized the need to create a long-term vision that stayed true to their parents’ mission of helping women look and feel good.
Q: What changes were made during the rebranding?
A: DMK collaborated with over 300 influencers, secured media coverage in major publications, partnered with social organizations like the Breast Cancer Foundation and Resilience Collective, and broadened its product offerings to include casual and occasion wear.
Online vs. Offline Business
Q: How did COVID-19 affect DMK’s online business?
A: Contrary to initial concerns, DMK’s online sales grew exponentially during the pandemic, even as retail locations faced challenges due to lockdowns.
Q: How does the online platform complement retail stores?
A: While online shopping offers convenience and accessibility, many customers still value the in-store experience, including personalized services like foot styling and shoe expansion.
Business Model Insights
Q: What is DMK’s current business model?
A: DMK operates as a hybrid business, blending retail and online channels. It provides services like free returns, first-time buyer promotions, and dedicated customer service for online shoppers.
Q: How many retail outlets does DMK operate, and what are its expansion plans?
A: DMK currently has six outlets, with plans to open at least two more in 2024.
Rebranding Advice
Q: What advice does Ellen offer to businesses considering rebranding?
A: Ellen emphasizes the importance of market research to understand customer perceptions. Rebranding should address specific challenges and align with the brand’s goals.
Q: What insights did DMK gain from market research?
A: Customers perceived DMK as outdated, associated mainly with work shoes for older demographics. Research revealed that while the products were fashionable and relevant, the brand’s image needed modernization.
Q: How did DMK expand its vision during rebranding?
A: DMK redefined its mission to support women through various life milestones, such as first dates, job interviews, and new careers, helping them look and feel confident at every step.
Metrics and Operations
Q: What metrics does DMK track for success?
A: DMK monitors engagement, revenue, click-through rates, and labor productivity during peak hours.
Q: What key metrics should startups focus on initially?
A: Ellen advises focusing on awareness and customer engagement before prioritizing conversion metrics. Building a strong foundation of customer sentiment and loyalty is essential.
Q: How does DMK manage labor efficiency in retail?
A: DMK analyzes hourly sales and allocates manpower during peak periods to balance costs and provide a high-quality customer experience.
Digitalization Journey
Q: What technological change helped DMK scale?
A: DMK transitioned from a custom HTML website to Shopify. This shift streamlined updates, improved customer experience, and offered better tools for tracking customer journeys and data.
Q: Why did DMK choose Shopify?
A: Shopify’s flexibility and pre-built features, like filters and apps, reduced development time and improved the shopping experience.
Vision for the Future
Q: What is DMK’s long-term vision?
A: DMK aims to revolutionize women’s footwear globally by proving that fashion can combine beauty and comfort. They plan to use digital platforms to reach a wider audience and challenge traditional notions of “beauty equals pain.”
Rapid Fire Questions
Q: Who inspires Ellen in her work?
A: Her parents.
Q: What advice does Ellen have for aspiring retail entrepreneurs?
A: Don’t let a lack of confidence stop you from trying something new.
Q: What’s her favorite shoe type?
A: A versatile pair of Carrie Mary Janes, which are stylish and comfortable for long hours.
Q: How can people follow DMK?
A: On Instagram (@dmkshoes), TikTok (@dmkofficial), and LinkedIn.
Q: Is Ellen open to mentoring aspiring entrepreneurs?
A: Yes, Ellen is happy to share her experiences through coffee sessions or Zoom calls.
Closing Remarks
Q: What final advice does Ellen share?
A: It’s as important to take time to rest as it is to work hard—preferably in comfortable shoes!
It all started with our DMK’s co-founder’s wide feet against the world (Wendy’s feet, to be exact).
Like many women who had wide feet and liked dressing up, the struggle to find fashionable, comfortable shoes was real for Wendy. If a shoe looked great, her feet wouldn’t feel so. If the shoe felt great, she didn’t wanna be seen in them. The “best of both worlds” didn’t exist. Until DMK did.
