Chapter 43
I enter the chilly room to a chorus of ‘Good Afternoon, Miss Adler’, and look at the people gathered around the massive glass table in the conference room.
Each an expert at marketing and finance, these people know exactly what they’re doing, and how to bring Lure back on top, because by the looks of it, the brand is seriously suffering.
Despite the investors, sponsors, and donations.
My team and I discussed potential promotional methods earlier today, but until and unless we have a full grasp on the amount of damage Lure has recently seen, we can’t move forward with our plans.
That, and I need proper financial guidance from the marketing team to better understand what I’m dealing with.
Sunlight reflects against the wide floor-to-ceiling glass windows around the room, showcasing iridescent prisms throughout the space.
As I take a seat at the head of the table and set my purse on it, Raj and the rest of my social media team nod at me from where they’re gathered to my left.
I nod back at them, and when Mave steps away from me, I quickly look up at him and whisper, “Sit next to me.”
He gives me an incredulous look. “What?” he mouths.
I glance at the chair to my right, then at him. He seems hesitant, but swallows and does as I’ve asked.
I sigh, because it’s good to have him here, then clear my throat and face the crowd. “Whenever you guys are ready,” I address the marketing team.
A few of them look at Mave with skeptical and unsure gazes, but I pay them no heed. Mave does, though, so I place a hand over his knee from under the table, and when he looks at me, I give him a smile, which makes him relax a little.
“Our sales have gone down by a minimum of 17% since last year,” a member of the marketing team announces, and when I look ahead, I notice that he’s opened a file in front of him and is gesturing at a PowerPoint presentation on the screen behind him.
“Minimum?” I say.
“Just the online sales,” he clarifies. “Offline sales have been next to non-existent, especially since the summer of 2022.”
“The reason?”
“A massive increase in our prices,” another member – Erin, I believe – says. “Lure has been focused on limited edition and seasonal wears for the last few months, and we’ve noticed that it’s since then our margins have dropped significantly.”
The conference room’s door opens, and every single person at the table gets to their feet.
Mave included, although he does so reluctantly.
I remain seated, and try not to cringe when the smell of J’adore, by Dior, fills the air, making the hair on the back of my neck stand, and goosebumps to prick my skin.
Her heels click against the Oakwood floor, and a second later, she enters my peripheral, which leaves me with no other option but to face her.
Her white blazer dress washes out her complexion, making her look distasteful, and her fully-done makeup only adds to her lack of sense in decorum.
“Mom,” I make myself say.
Her vacant eyes narrow. “Cignette.”
Everyone settles back into their chairs, but not Mave. He subtly tilts his head, letting me know he’s going to be by the door, standing guard with Riley, then offers his seat to my mother before walking away.
I clench my hands into fists, but say nothing, and when Mom occupies Mave’s chair, she sends a fiery look my way, clearly rattled that I’ve seated myself in her rightful place.
If she’s expecting me to move, then she’s going to be disappointed.
I’m very comfortable where I am, and I don’t plan on getting up any time soon.
She notices that, of course, and shifts her attention from me to her employees, who quickly catch her up on what has been said in the meeting so far.
“But our price range has always been well-received,” she argues. “And, with the introduction of limited-edition clothing, we are establishing the fact that our brand is to be held under the same light as those that cater to luxury wear.”
“If that was your goal, Mom, then you should have expanded Lure to cities like LA, NYC, or even somewhere in Europe,” I counter.
“But all our offline stores are limited to Riverside, and whatever online sales we were making, dropped significantly when COVID and lockdown hit. Avenues and lifestyles have changed now; people are prioritizing money over luxury. If Lure wants to survive, it’ll either have to reduce its product prices and focus more on everyday clothing, or expand to cities, or countries, where it would gain some rightful traction. ”
Mom looks beyond livid, but she’s hiding it well. “I wouldn’t be so dramatic with my approaches, Cignette,” she bites out. “I’m sure there’s something that can be done to save face and go about in the same direction as we are right now.”
Waleed “broke up” with her a week after the charity gala 3 months ago. Not only that, but he also stepped down as Lure’s sponsor, and headed back to Abu Dhabi to resume his family business. Kinda sucks because his money was good for Lure, but on the other hand, I don’t pity Mom at all.
“I’m afraid Miss Adler is right, ma’am,” Erin says. “For Lure to survive, we must at least consider one of the two suggested options.”
“Which are?” Mother Dearest asks dumbly.
Erin and the others look mildly irritated, and I have to purse my lips to stop the smile from taking over my face.
“Uh, about the extension of Lure in other cities, or the reduction of prices, ma’am,” says another member of the marketing team.
“Or we can have a clearance sale,” Raj suggests. “For now, I mean.”
“A clearance sale?” Mom places a hand over her chest as if that’s the most appalling thing she’s ever heard.
“Those are pretty popular,” Lexie, my team member, says. “And, from what I’ve seen on our website, we’ve got quite a lot of apparels from the last three years that could sell out rapidly if they’re available at half their original prices.”
Misty, Lure’s customer service in charge, puts forward a file in Mom’s direction.
“Around 70% of the recent customer complaints I’ve received, have been about the price increase and stock limitations.
A clearance sale could be an immediate relief mechanism while the other teams work on additional options. ”
Please don’t ask what the additional options are, I pray.
Mom grabs the file and takes a good amount of time going through the customer emails and DMs, then clears her throat and looks up at Erin. “Would introducing more…casualwear be a solution?”
“That alone? I doubt it, ma’am.”
Mom places her forearms on the table and steeples her fingers together. “Minus 25% on all current prices – including the cost of limited-edition clothing. Should that be enough?”
Erin glances at her team members, then gives Mom a hesitant nod. “Temporarily, yes.”
“What is that supposed to mean?” Mom asks in a raised voice.
“I created Lure for success, not for charity. And you all have been hired to help me achieve that. What you’re asking of me is preposterous, but I’m still willing to try because I cannot think of anything else that might aid us right now, and you’re still not fully sure if that’s enough? ”
“In a long run, most definitely not,” I say, and when Mom whips her head at me, I lean forward and arch a brow at her.
“What you’re doing right now with your launch decisions makes Lure seem like a brand fit for costume parties.
We’ve got fur, leather, glitter, gossamer, skimpy, bold, and extravagant, but our catalog lacks the induction of plus size apparels, diversity options, along with casual and comfortable clothing.
Maybe if you spend more time in understanding customer needs, and less on forcing our designers to make clothes that are red-carpet worthy, and not couch-appropriate, we’ll be able to save Lure from drowning after all.
” I get to my feet and grab my purse. “Now, if you’ll please excuse me, I have another engagement I need to get to.
I’ve put forth my suggestions regarding this issue here today, but if there are other ideas discussed in my absence, I’d appreciate it if I’m made aware of them.
” And with that, I turn around and start walking towards the exit.
Mave opens the door for me, and once we’ve left the room and crossed at least half the hallway, he starts laughing, making me stop and do the same.
“Oh my God, did you see her face?” I lean against the wall and continue to laugh.
He joins me. “Atta girl; I’m so proud of you.”
I smile at him. “Thanks. It was…liberating.”
“I bet. Riley wasn’t amused, though. He looked quite offended on Miranda’s behalf.”
I wave a hand dismissively. “They deserve each other.”
“Quite.” He nudges his left shoe against my pumps. “You said you have another engagement. Am I missing something?”
I wink at him. “I have a very private, one-on-one appointment with my bed in about…” I check my watch. “20 minutes – if we can successfully evade Downtown traffic.”
He pulls his car keys out of his pant pocket. “Leave that up to me,” he says with a grin, then leads me towards the elevator.