You know those days where you have no idea what to wear but you have to leave the house eventually? I found the perfect solution, Lux About Town! We've caught up with Chi Town's own style blogger, Kylie Callander for breakfast! When asked what was her favorite place to eat breakfast she said "Anywhere where I can get a vanilla latte and natural sunlight! I love capturing the essence of coffee combined with a marble counter top or a detailed, tiled floor. It makes for an amazing blog photo! Don't forget to tell us what you thought about this interview at the end of this post!
Tell us a bit about the girl behind the brand? Lux About Town was created in February 2016, and I, Kylie Callander, am the girl behind the brand. I am an almost 30 (woah!) year old, fashion driven enthusiast that loves creativity and sharing my sense of style with others. I work for a Fashion Designer in Chicago so I have tons of resources at my fingertips, however, wanted to create something of my own, that I could be the boss of. That's when Lux About Town was born. Anytime I'm not at my 9-5 weekday job, I'm blogging. VP OPS by day, Style Blogger by night. I never stop working. Not because I need to, but because I want to. I'm so passionate about this industry that it does't even feel like work.
What does your morning routine look like? I work a regular Monday - Friday job so I'm up by 7am, getting my coffee fix and out the door I go. When the weather is good and the sunlight is right, I'll be up a little earlier to shoot some photos of myself or flat lays before I head to the office. If i'm having a good hair day or the shoe game is strong....that usually requires 1 hour of less sleep in the morning. On the weekends, you can find me still searching for the perfect breakfast spot to capture new content.
How do you make your content engaging enough to reach your target audience? First of all, I've learned that this isn't easy. I struggle every single day wondering if the content that I'm posting is really what my followers want to see. It's been challenging, but rewarding at the same time. I previously got an invitation from RewardStyle to become an influencer for their web tool that helps publishers, like myself, find and monetize their content. Through one of their apps, LIKEtoKNOW.it, I am able to tag product links to my Instagram images that are shoppable for my followers. When they sign up with LIKEtoKNOW.it and "like" my image on Instagram, they get an automatic email with ready-to-shop product links. This tool helps me understand what my followers like and want to see more of simply by using the statistics of what they click on and what they purchase.
How did you conquer fear when building your brand? I simply just said "Go for it!" I knew I had nothing to lose, but so much to gain from this new adventure. I changed a lot of things in the beginning through trial and error and kept close tabs on all those who inspire me. I said to myself, "If she can do this, I can too!" As time went on, my confidence grew and it just became natural.
How did you determine the style, tone, and voice for a recent piece of content you wrote? A recent post of mine talks about the Nordstrom Half Yearly sale. I knew I had to style myself with items that were part of the sale and were also in stock. If there is no sale and no stock, there's no point. You cannot profit off of zero inventory and pieces that have zero correlation to your topic. I wanted my content to be relate-able to my followers. I thought to myself "You don't have to have a million dollars to shop at Nordstrom"...here's a mock turtleneck that is only $17.90!
Just recently added a "Shop" tab to my website, making all images ready-to-shop links!
Check it out -- URL: http://www.luxabouttown.com