e-commerce

With Sales Down, A Focus on Branding

With Sales Down, A Focus on Branding

When the coronavirus hit, Melanie Isett knew that she needed to act fast. As the owner of The Leotard Boutique, an e-commerce operation based in Lebanon, Isett sells tutus and dance accessories directly to consumers. With many Americans re-evaluating their discretionary spending and the lucrative dance recital and wedding seasons cancelled, Isett wanted to get through her stock — and quickly.