Crafting The Great: A Vision for Modern Vintage with Emily Current and Meritt Elliott
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Episode Description:
Ken Pilot interviews Emily Current and Meritt Elliott, Co-Founders of fashion brand, The Great, on this Flight of The Retail Pilot Podcast. Plus, he has a short "Pre-Flight" conversation with Jan Kniffen, former retail executive and current CNBC retail expert, to discuss what 2025 looks like for the retail industry.
In this episode you’ll learn:
Jan Kniffen shares his outlook for retail in 2025:
Retailers are optimistic after a solid 2024 holiday season
Consumer spending expected to remain healthy, especially among higher-income shoppers
Lower-income consumers adapting to higher costs
Tariffs not a major concern for most retailers
Positive outlook for discretionary retailers like Ralph Lauren, Nike, Lululemon
Interview with Emily Current and Meritt Elliott, the co-founders of The Great
Brand Origins
Met as UCLA students, bonded over vintage fashion
Started as celebrity stylists before launching denim brand Current/Elliott
Founded The Great in 2015, focusing on casual, nostalgic Americana
The Great Brand
Offers casual, vintage-inspired clothing across multiple categories
About $50 million in annual revenue
Distribution split between e-commerce, retail stores, and wholesale
Business Approach
Self-funded, focused on organic growth
Value wholesale partnerships alongside direct-to-consumer
Emphasis on in-person experiences and community building
Collaborations
Partnerships with Eddie Bauer, Birkenstock, Pottery Barn
Interested in future collaboration with Converse
Marketing Strategy
Rely heavily on word-of-mouth and organic growth
Use collaborations and retail stores as marketing tools
Celebrity fans include Reese Witherspoon and Rachel Bilson
Future Plans
Expanding reach to new geographic markets
Considering growth in men's, children's, and home categories
Working as Co-CEOs
Emphasize complementary skills and shared vision
Stress importance of understanding all aspects of the business
