In 2010, at just 17 years old, Conna Walker founded House of Celeb Boutique to create empowering designs for confident women. Borrowing £3,000 from her Father to set up her business, it has now evolved into a multi-million-pound fashion empire with a global community of over 5 million.
From the brand’s early days, House of CB has always been designed and created for the IT girls. Part of their success can be attributed to their unwavering commitment to their clothes being designed by women, for women.
Their growth in recent years is a result of their strong marketing strategy and ability to change with their customer. Once known for their iconic bodycon bandage dresses worn by celebrities to now their ‘cottage core’ era as Conna Walker herself has admitted. Gone are the days of clubbing all weekend, and instead the brand has opted for florals, corset-style silhouettes that flatter the female figure and imagery that depicts weekends of brunch, picnics and flower picking.
Having started the brand back in 2010, Conna Walker and House of CB became one of the pioneers of influencer marketing. They have never been, and continue not to be, a brand that focuses on paid influencer promotions but rather captures organic content and utilises the exposure this provides.
They have also been worn by some of the biggest names, including Beyonce, Rhianna, Taylor Swift and J.Lo – many of whom wore the dresses authentically. So, it’s no surprise that this British-born brand made a huge impact on the American audience.
House of CB’s core demographic is women aged 25-34 who make up their largest audience segment, allowing them to know exactly who it is they’re speaking to through their marketing.
The brand perfectly captures this new era of romanticism, wholesome girl trips, and a passion for dressing up. But what marketing strategy drives this success?
Conna and the House of CB team has built such a strong brand identity through this, that their dresses are now instantly recognisable.
Their campaigns and accompanying shoot content also have such a focus on the core values of the brand; quality, femininity and the hourglass shape. Storytelling has also been a key part of this marketing strategy – for example, back when their bodycon dresses were a focus, it was for the ‘IT girl’ who goes out the clubs on weekends and was then snapped by the paps wearing the brand and posted in the Daily Mail. Now, the brand lends itself more to a softer lifestyle, retaining the femininity of its identity but in a new, reimagined way.
The brand takes a fresh approach to new launches, introducing 6-8 new pieces each week, which Conna herself revealed are planned 6-9 months in advance. This strategy not only works to maintain excitement around the brand, but also aligns with its identity of affordable luxury and the philosophy that each item is thoughtfully curated. They do not launch hundreds of items at one time, but rather, batch release them.
This also means that House of CB stays in front of trends, offering reimagined items and often influencing what other fashion houses produce, whilst retaining their position as ‘the original’.
House of CB has a massive social media presence, and this is somewhat responsible for their rapid growth and marketing success. They boast an impressive 5 million followers on Instagram and 1.5 million on TikTok.
Like many brands, House of CB has leveraged this social media presence to boost their digital marketing strategy and expand their global audience. Their influencer marketing strategy directly speaks to their core demographic and aligns with their longstanding approach of organic content creation for marketing.
Not only do the House of CB social channels showcase their products, but they also sell a lifestyle through their marketing. It’s storytelling at it’s finest and is clear why people not only buy into the dresses, but into the brand itself.
Although ‘founder-led content’ is on the rise, Conna Walker isn’t the face of the House of CB brand. However, she does share behind the scenes of running the brand and answers questions to her loyal 190K Instagram followers. This positions them in a unique place, where unlike other premium fashion brands, Conna isn’t the House of CB ‘cover girl’, but her name and her influence remains synonymous with the brand, and consumers are still acutely aware of her role in the company.
House of CB has always been customer-centric, and their focus on the in-store experience, activations and pop-up events is evidence of this. It demonstrated how they value their customers, and want to return their loyalty.
Everything about their physical presence echoes the values and aesthetic they seek to communicate online, ensuring their branding is cohesive and authentic.
Not only is House of CB about giving back to its customers, but their #CBWOMEN4WOMEN initiative on International women’s day reflects the brand, and Conna’s own dedication to giving back.
The initiative supports women in bringing their goals and ambitions to life, recognising that not everyone has the resources or opportunities to invest in their businesses. It’s the circle of support from one female-founded business to another, and goes beyond the women supporting women philosophy to make sure businesses are given financial backing and the ability to grow.
As a result of their strategy, house of CB has fostered a loyal community, often referred to as CB Dolls, and recognises this community within their activations and social content. Their strategic marketing plan and innovation across platforms has allowed House of CB to remain at the forefront of women’s fashion and design, and witness incredible growth throughout its lifetime to date.
House of CB has mastered the art of understanding and evolving with its customers. By seamlessly blending organic marketing, trendsetting designs, and a deep connection with its audience, the brand has built more than just a fashion empire—it has fostered a movement. Their ability to anticipate and shape fashion narratives while staying true to their core identity has been the key to their longevity. As they continue to innovate, grow, and redefine modern femininity, one thing is certain—House of CB isn’t just a brand to watch; it’s a brand setting the standard for the future of fashion.
All images are credited to House of CB and Conna Walker.
