Julie Deane founded Cambridge Satchel Company in her kitchen in 2008, with her mom at her side. "It’s one of those business that was started out of necessity because I needed to make school fees for my daughter, who was being bullied at school," says Deane. "I made a promise to her that I would move her to a place that she could be really safe and happy. Once you make a promise to your children, there’s no going back."
"I couldn’t believe how frequently people would be checking these fashion blogs!" Deane says. Whenever a customer mentioned a go-to fashion blog, Deane sent the blogger an email, telling them about Cambridge Satchels and sending a photo, in hopes of a shout-out. She would tell them, "I can't send you free samples — maybe in a year's time if it goes well, you can have one, but in the meantime, here’s a photograph!"
Over the years, Deane aggressively worked with fashion bloggers and prominent fashionistas, sponsoring giveaways and gifting satchels, which yielded organic buzz. Cambridge Satchel built strong relationships with these bloggers — even asking them what color satchels the company should make next — and these relationships enabled the brand to skirt traditional advertising. Fully embraced as a fashion obsession, Cambridge Satchels grew thanks to social media and word of mouth, especially via blogs.
Read the full "How Mom Used Google to Build a Global Fashion Brand" on Mashable