316 | Scaling a Thriving Ecommerce Brand | with Allison Herman

Allison Herman is the owner and CEO of Dragonwing, an activewear brand designed specifically for teen and tween girls. With a background in competitive swimming and over two decades in children’s activewear, she combines her passion for athletics and fashion to create high-quality, confidence-boosting apparel.

After acquiring Dragonwing in 2022, Allison relaunched the brand in Denver, transforming it into a leading name in girls' activewear. Under her leadership, Dragonwing has redefined comfort and style, ensuring that every girl feels empowered—whether she's at the dance studio, on the field, or hanging out with friends. A seasoned expert in apparel manufacturing, sourcing, and merchandising, Allison continues to innovate, bringing functional and stylish activewear to the next generation.

In This Conversation We Discuss:

• [00:37] Intro
• [01:16] Updating legacy products for growth
• [02:15] Finding the perfect business fit
• [03:25] Designing activewear for all sizes
• [04:21] Growing through brand ambassadors
• [05:56] Diversifying product mix for growth
• [07:51] Expanding into retail partnerships
• [08:40] Leveraging social for brand awareness
• [09:48] Expanding brand reach through events
• [10:30] Networking for business growth
• [10:53] Episode sponsors: StoreTester and Intelligems
• [14:05] Learning from costly branding mistakes
• [15:55] Tailoring product mix for retailers
• [16:38] Finding the right people to support growth
• [17:42] Launching products beyond seasonal drops
• [19:37] Building a mission-driven brand

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Activewear and dancewear that's anything but ordinary dragonwing.com/
• Follow Allison Herman linkedin.com/company/dragonwing
• Book a demo today at intelligems.io/
• Done-for-you conversion rate optimization service storetester.com/

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