For Mimi Choi, Chief of Staff at Pharrell Williams’ Billionaire Boys Club, it’s important to have “face-to-face time with customers when doing a release or a convention,” she says, citing the Something in the Water festival thrown by the brand’s owner. “Our fans have always been part of our journey.” Mary Seats, Founder of Cupcake Mafia and The Icing Agency, also stressed the importance of truly understanding your customer: “You need to know how their bills are set up, what music they're listening to, and what memes they're laughing at in order to create a brand that will live on and constantly evolve. If you don't evolve, you devolve,” she explains. Despite growth, staying true to your brand identity is crucial, says Kiki Milele, Designer and Creative Director for FUBU Ladies, and Designer & Founder of K.A Kitties and K.Milele. “You can't just decide to chase random trends. If it doesn't match who you are and what you stand for, your customers will know that,” she says. “And once you lose them, it's a wrap.” 

Tactically, Le'Greg Harrison of The Museum D.C. emphasizes the importance of hiring the right team and surrounding yourself with people who believe this is their dream too. “You need to pick personnel who stand with your brand, that when they’re laying down at night, they still represent your brain.” He also recommends young designers build as much capital as possible. “Without capital, your turnover time can really affect your consumer and your consistency. If someone visits your store or website and sees the same stuff from 60 days ago, they're gonna find something new. We live in a microwave society, you know?”

Derick Gallegos, Senior Manager of Collaborations and Partnerships at TaylorMade Golf, notes that partnerships, when done right, can have a major impact on growth and audience reach. “I always ask first: do these brands align? What are we trying to get out of it? What are we trying to see? What is the connection to the consumer,” he says of determining the best companies to work with. “At the end of the day, if the consumer is not understanding the great idea and story, we're not doing our job of bringing both brands together and creating a connection.” Beyond buzzy limited-edition offerings, expanding into a key category — womenswear — has been crucial for these golf-focused brands to evolve; both TaylorMade Golf and Eastside Golf have dedicated female lines. “It's really important that women get into the game,” says Eastside co-founder and professional golfer Olajuwon Ajanaku. “That's the way it grows. And when it comes to women, the clothes need to look good.” 

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