Who’s that girl? The new Betty Page? A recent recruit for the pussycat dolls? Catwoman in the next Batman sequel?
Actually, she’s one of the most famous and innovative Belgian entrepreneurs. Her name is Murielle Scherre and she’s a myspace and facebook star under the nickname of “La fille d’O”. She’s sure isn’t the typical executive woman. I doubt she produces elaborate business cases. She has no background in corporations but she’s successful and already appeared on a bunch of business magazines covers. Besides her entrepreneurship, Murielle also wrote a book, is a stage artist and used to have her own TV show.
Her brand “La fille d’O” is initially a lingerie brand but Murielle is so interleaved with her brand that it’s difficult to distinguish her person from her brand. She recently launched an acclaimed shoe collection.
Murielle is also a very gentle person who kindly accepted to answer my questions. No marketing buzzwords included…
“ I am no marketer. I am a human being and a customer all the same and I try to create a brand like I would want to buy/discover in stores myself. I don’t think about money. I think about satisfaction: For me as a creator and as a person and a customer. The other people wearing my stuff feel the same. They are fed up with the mainstream. More and more people tend to think before they invest their money in a brand. You need to deserve it. That is why I took the risk of linking my person to my brand like this. I knew it would put some people off because of who I am but it would charm the others even more.”
About social media:
I got picked up by the media from the very first day so I can easily say it was verrrry important. Word of mouth is another part that can take some credits. I have very happy customers because I see them coming back and all of them bring friends and family.
Instruments such as myspace and my website only make all this ‘teambuilding’ stronger because I show my true face on it and I guess it gives people confidence. I have seen a lot of big companies trying to start up a blog or a myspace but “virtuassionals” know to distinguish the sincere from the marketer.
I have never spent any money on advertisement. I think the people I design for have grown immune to it so I don’t see why I would spend money on useless efforts. I prefer to get exposure where it ‘hurts’. When going out, on stage, playing music, making a decent TV show…
I don’t want to make commercially interesting decisions by being less radical. I want to make stuff I shall fully take responsibility for.
About the link between being a beautiful woman and breakthrough in social media:
Auch! That is both a difficult question and a compliment! Great! :) I have the slight suspicion things would have been different when trying to make a living selling orthopedic shoes. They say beauty is on the inside but I have never met anyone who could lay eyes upon someone’s inside at first glance so I guess that is just a lame excuse. But I do think my standards of beauty aren’t what the current beauty trends are. I am totally turned off by uniformity, perfection, purity, glamour, all those things have become so commercially vampirized it scares me!
I think everyone who’s eager to learn is stimulated to share experiences since it shortens your own learning process. Collaboration is the new black :)