In Her Shoes: Geraldine Chung

The Cut

New York Magazine

Documentary, Personal Journals, Society & Culture, Arts, Fashion & Beauty

4.4 • 1.7K Ratings

🗓️ 22 November 2023

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

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Summary

Our guest on In Her Shoes this week is Geraldine Chung, the founder of the beloved online fashion brand LCD. It began as an online destination, showcasing an inspired mix of emerging independent designers. The brand grew fast—within a few years, Chung went on to open a brick and mortar location in Los Angeles. But like so many other small businesses, LCD took a big revenue hit during the pandemic. It's been difficult for small brands like it to regain stability, much less profitability. Earlier this month, Chung announced in a very candid Instagram post that she's shutting down the business. We wanted to talk to her about how she reached this decision, and ask her to reflect on what she learned in a decade of building and evolving the brand in a changing retail landscape. Learn more about your ad choices. Visit podcastchoices.com/adchoices

Transcript

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0:00.0	Support for this episode comes from eBay.
0:04.0	Whether it's a holy-grail pair of sneakers, head turning handbags, or one genuine wardrobe staple.
0:10.0	If you're always on the hunt for that one wardrobe staple you've just got to have,
0:13.6	eBay gets it. Nothing's more important than the real deal.
0:17.2	When you shop on eBay, all you have to do is look out for that shiny blue check mark that says
0:21.3	authenticity guarantee, and you'll know that every inch,
0:24.4	stitch, soul, and logo will be verified authentic through a detailed inspection.
0:29.3	With eBay authenticity guarantee, Real is always in reach.
0:33.2	Ensure your next purchase is the real deal.
0:35.6	Visit eBay.com for terms. Welcome to In Her Shoes. I'm Lindsay Peebles. This week we're talking with Geraldine Chung the founder of
0:55.1	LCD. When Geraldine launched the brand in 2012 she didn't have a background in
1:00.6	fashion. She had been running digital for Atlantic records.
1:04.8	An LCD began as an online destination. It showcased an inspired mix of emerging
1:10.4	independent designers and grew fast.
1:13.2	Within a few years Geraldine went on to open a brick and mortar location in Los Angeles.
1:18.9	But like so many other small businesses, LCD took a big revenue hit during the pandemic.
1:24.7	And since that time, it's been difficult for a lot of small brands to regain stability,
1:28.7	much less profitability.
1:31.3	Earlier this month, Geraldine announced in a very candid and vulnerable
1:34.8	Instagram post that she's shutting down the business. We wanted to talk with her
1:39.2	about how she reached this decision and look back on what she learned in a decade of building
1:43.8	and evolving the brand and its values. Thank you so much for being here. I'm
	...

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