Strategic Growth with Purpose – Alexandra Australia
by Elizabeth Formosa
Alexandra Australia is a lifestyle fashion brand founded by Lexi Bell, created for women who want to feel confident, comfortable, and connected in their everyday lives. With a growing online presence and a loyal customer base, Lexi was ready to take her business to the next level – and partnered with Fashion Equipped to make it happen.
The Challenge
Lexi had the vision, the brand, and great products – but needed a clear roadmap for scalable growth, stronger structure, and strategic planning support to unlock her next phase.
Our Work Together
Through The Fashion Business Growth Roadmap and Ongoing Monthly Consulting, we partnered closely with Lexi across all critical areas of the business:
Strategy & Decision-Making
High-level business strategy across brand, product, team, sales and marketing
Clear decision-making support to drive momentum
Founder support at a General Manager / Business Development level, providing strategic guidance and leadership development
Financials & Profitability
P&L forecasting for profit-led decision-making
Scenario-based modelling to assess the viability and impact of new strategies
Business model clarity to support sustainable and scalable growth
Team & Leadership
Review of organisational structure to support long-term scalability
Recruitment of a Designer, bringing industry best practices and professional design processes into the brand
Brand & Product Strategy
Refresh of brand messaging and visual identity to position Alexandra as an iconic Australian brand
Implementation of structured range planning to bring clarity and consistency to seasonal collections
Introduction of a PLM system to streamline and scale the product development process
Introduction of a merchandise planning system to optimise buying decisions and inventory management
Comprehensive pricing reviews and competitor benchmarking to ensure market alignment and profitability
Sales & Marketing
Customer surveys and data collection to strengthen customer connection and inform strategy
Marketing calendar and promotional planning to optimise key retail periods and drive sales performance
Influencer marketing initiatives to boost brand awareness, engagement, and social proof
Wholesale strategy planning to assess viability and optimise channel growth
Support the Launch of Alexandra’s first pop-up store at Robina
Supply Chain
Sourcing and supply chain exploration with new ethical and capable partners
Supplier agreements and capability assessments to ensure alignment with brand standards and expectations
Development of quality standards and supply chain policies to support consistency, transparency, and long-term partnerships
Impact & Values
Development of Alexandra’s Conscious Fashion Journey
Defining clear impact pillars across People, Planet, and Product
The Outcome
With a clear roadmap, strengthened infrastructure, and an aligned team, Alexandra Australia is now poised for the next level of sustainable growth. From launching a successful pop-up store to redefining its impact story, Lexi has built a brand with purpose and performance at its heart.
" Having Elizabeth as my business and strategy consultant has been incredible for my professional development, helping me refine processes, build a roadmap, and create exciting opportunities for growth."
— Lexi Bell, Founder, Alexandra Australia
TUNE INTO THE PODCAST TO HEAR MORE
The Journey Continues
Our optimisation journey with Alexandra is far from over. As the brand continues to grow and evolve, we’re proud to remain a strategic partner—supporting Lexi and her team through each new chapter of business expansion, innovation, and impact.
We’re excited to continue building a strong, purpose-led brand together.
Ready to Grow Your Fashion Business?
If you're ready to scale with purpose and clarity – just like Lexi – learn more about our signature consulting offer: The Fashion Business Growth Roadmap
Meet Elizabeth Formosa
Elizabeth founded fashion consultancy Fashion Equipped in 2012 to expand the reach and potential of the Australian industry. Backed by decades of experience in all aspects of the business, and passionate about entrepreneurship, growth and the power of community, Elizabeth and her team deliver fashion consulting, mentorship and online learning to hundreds of businesses and counting. From buying, product development, sales and sourcing, to strategic planning, marketing and team management, our expert line-up of industry insiders are committed to sharing their knowledge, networks and passion - to empower you to build a thriving fashion business.
