When MM.LaFleur launched in 2013, it had a very clear mission: To make shopping easier for professional women, particularly those who tend to work in more formal settings, like management consultants, lawyers, and government employees. But even over the last four years, through engaging with customers on the phone and on social media, the company has observed how the norms for dressing for work have changed.
“When you have four more hours of work to do when you get home, or if you’re spending the day at home rather than the office, you don’t want to wear just an old T-shirt,” says Tory Hoen, MM.LaFleur’s creative director of brand tells Fast Company.
“Trying to dress for all of these scenarios can be confusing, and our goal has always been to simplify the process for women who have better things to do than shop,” Hoen says.
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