Design Thinking: EMReitz

Image courtesy of EMReitz.

In Graduate School, professors loved to discuss "Design Thinking." Design Thinking is an iterative process in which we seek to understand the user, challenge assumptions, and redefine problems to identify alternative strategies and solutions that might not be instantly apparent with our initial level of understanding (Dam and Siang). Design Thinking enables companies to understand consumer needs.

Image courtesy of EMReitz.

In this article series, I contacted different companies to learn how organizations apply Design Thinking. I spoke with EMReitz Founder Erin Reitz to learn more about the company.

Image courtesy of EMReitz

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EMReitz Interview

Image courtesy of EMReitz.

1. What makes EMReitz different from other brands?

The first thing that comes to mind is that we are a one-product company. Just shirts. It is rare to find a company that sticks to one category. At this point, I use only one button style, one mailing envelope, and, until recently, only one fiber (cotton). I love the idea of designing within limits. It challenges me creatively and streamlines my production process greatly. 

Image courtesy of EMReitz.

2. How has EMReitz evolved since its founding?

We began with two wholesale accounts. We sold through Worthwhile in Charleston and Capitol in Charlotte. We were thrilled to start this way, as both are Southern fashion powerhouses. I was beyond honored that they both agreed to carry the line. The shirts sold! (and one dress at the time) However, I quickly realized that, even with these two lovely, kind, and well-organized teams, I did not want to partner with wholesalers. While I miss the bond I had with these shops and the sales volume they immediately gave me. A core value for me is to work on my own timeline. I am trying to have my cake and eat it too. 

Image courtesy of EMReitz.

My goal quickly became to run a successful clothing company and still pick my son up at school (albeit with extended aftercare!). I am attempting (knock on wood- it's working so far)to be a relevant brand and a profitable company, but to ignore the typical calendar and buying rules completely. I work on a gut feeling. What shirts do I want to wear and when? What fabrics feel good on my skin, regardless of price? I am making the best shirts I can, using premium fabrics and incredible NYC workrooms, and I charge what I need to charge for them based on make and materials. Because I decided to sell direct, I could lower my prices and truly offer my clients the best shirt on the market for a much lower cost than the bigger luxury brands. 

3. How does EMReitz incorporate its mission and vision into its products?

The company's mission and vision, for better or worse, are entwined with my personal and family values. Have balance. Don't waste. Treat yourself and others with respect. Be kind to one another. And try to wake up and dress well every day- it matters! 

Image courtesy of EMReitz.

4. What advice would you give to students and young professionals who want to enter the fashion industry?

I can speak only of the small designer portion of this industry, which I find totally enthralling. WE NEED YOUNG PEOPLE! Especially in the behind-the-scenes sectors of pattern-makers, production managers, sewists, etc. Clothing design is hands-on. It can be gritty. You need to be resilient. You need ingenuity to carve your way through the fading streets of the garment district. I encourage students to look beyond the larger companies and dive into smaller ones to get their hands dirty. There are so many roles in a clothing company, and making a career out of it is quite feasible if you look beyond the glamorous stereotype.

Image courtesy of EMReitz.

5. What is the future of the company?

The future is a magical path of relationship building with our clients and production partners, old and new. It is continuing to explore our American production and strengthening our state-side workrooms. It is new fabrics, new shirts, new friends. We are not bespoke, but we offer a very personal service and plan to build slowly to maintain that level. We will likely have a public-facing studio/shop in Charleston. But our eyes are focused on selling our shirts one by one, client by client, and building authentic, lasting relationships.

Image courtesy of EMReitz.