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Hello Molly


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Hello Molly positions itself as a provider of fashion-forward yet affordable wardrobe essentials for the modern, style-conscious shopper. Unlike high-end designer brands, Hello Molly aims to make the latest trends accessible to individuals on a budget.

The online store prides itself on releasing over 100 new arrivals each week. This ensures customers always have access to the most up-to-date fashions. The buyers at Hello Molly are in tune with emerging styles and source clothes and accessories that reflect current catwalk and street style looks.

By rapidly incorporating the latest trends into its inventory, while maintaining budget-friendly price points, Hello Molly caters to fashion lovers who want to stay on top of what’s hot right now. The brand understands that its customers want to keep their closets stocked with current pieces without having to spend a fortune.

Customer Profile

Hello Molly aims to dress the free-spirited, fashion-forward woman who views clothes as a form of creative expression. Hello Molly’s customer is outgoing with a busy social life, needing stylish and adaptable clothes. She’s a trend-conscious “social butterfly” with chic outfits for all events, from brunch to nights out.

Instead of one style, Hello Molly customers use fashion as a mood board, creating dynamic looks by mixing and matching. They take pride in their ability to seamlessly transition from day to night events in outfits that are distinctly “them”. The Hello Molly girl is adventurous, enjoys standing out, and uses fashion for connection. She likes the brand’s statement pieces and essentials, creating eye-catching outfits for all occasions.

Social Media and Community Engagement

Hello Molly has cultivated a massive social media presence and engaged community across platforms like Instagram, Facebook, and TikTok. With over 2 million followers on Instagram alone, the brand has become a favorite among fashion influencers and ‘It-girls’ who regularly feature the brand’s latest collections.

Notable influencers that have supported Hello Molly include top models like Emily Ratajkowski and fashion bloggers like Aimee Song. Their Instagram posts showing off the brand’s stylish dresses, jumpsuits, and accessories have helped drive desirability and visibility for Hello Molly. Beyond influencers, the brand also actively engages with its highly-engaged community of fans and customers on social media.

By leveraging user-generated content and running social campaigns like #HelloMollyGirl, the brand has created a dynamic online presence and two-way conversation with its audience. This strong community engagement on social platforms has been key to Hello Molly’s rapid growth and ability to stay on top of the latest trends. With new influencer partnerships and growing follower counts across its social channels, the brand’s social media strength shows no signs of slowing down.

Growth and Milestones

Hello Molly has experienced impressive growth and achieved major milestones since its founding in 2012. The online fashion retailer was created by Amelia Day as a passion project, starting out with a small collection of dresses and going on to become one of Australia’s leading e-commerce destinations for trendy women’s fashion.

Within just a few years, Hello Molly significantly expanded its product offerings beyond dresses to include a full range of apparel, swimwear, accessories, and footwear. The brand has also introduced several exclusive in-house collections, including Dear Emilia, an elegant dress line, and Hello Molly Swim, showcasing the latest swimwear trends.

In 2019, Hello Molly made a bold move into the activewear space by launching Elette Fit. The athleisure and fitness line caters to women seeking stylish and functional workout apparel. That same year, the company added a Self Love category to promote body positivity and self-care. These launches demonstrate Hello Molly’s commitment to responding to customer needs and promoting wellness and confidence.

By continually evolving its collections and exploring new categories, Hello Molly has managed to achieve remarkable growth while staying true to its mission of providing accessible, on-trend fashion. Within a decade, the brand has expanded from a small online dress shop to a thriving e-commerce fashion destination carrying everything today’s style-conscious woman could want.

Charitable Contributions

Hello Molly actively gives back to the community through donations and partnerships with various charitable organizations. One of their main philanthropic focuses is supporting women in need. The company frequently donates clothing and accessories to Dress for Success, a non-profit that provides professional attire and career development tools for underprivileged women looking to re-enter the workforce.

Hello Molly also partners with the Australian Red Cross on initiatives that provide aid and resources to communities impacted by natural disasters. After the devastating bushfires in 2019-2020, Hello Molly worked with Red Cross to raise funds and awareness for relief efforts. This commitment to community support reflects the brand’s desire to make a positive impact beyond just selling affordable fashion.

According to founder Jennifer Hawkins, philanthropy has always been an integral part of Hello Molly’s identity. The company aims to use its platform and profits to help women in challenging circumstances get back on their feet. By supporting organizations like Dress for Success and Red Cross, Hello Molly gives back in a meaningful way aligned with its core values. The brand’s charitable contributions showcase its dedication to empowering all women.

Celebrity and Media Visibility

Hello Molly has gained significant visibility through celebrity endorsements and media coverage over the years. The brand’s chic and trend-setting designs have been spotted on some of the biggest names in entertainment and fashion influencers.

Supermodel Emily Ratajkowski, affectionately known as Em Rata, is a fan of the label and has been photographed wearing Hello Molly’s stylish dresses and swimsuits on multiple occasions. Her endorsement provides valuable exposure to the brand’s young and fashion-forward target demographic.

Reality star and beauty mogul Kylie Jenner has also created buzz for the company by wearing several Hello Molly outfits, including cut-out mini dresses and colorful two-piece sets, on her highly followed Instagram account. With over 300 million followers, Jenner’s social media presence generates tremendous interest in brands she associates with.

In addition to celebrity endorsements, Hello Molly has been prominently featured across leading fashion and lifestyle publications. The brand’s striking new collections and must-have designs have garnered coverage in digital platforms like Who What Wear, Popsugar, and The Trend Spotter.

Hello Molly’s expansion into swimwear has also received attention, with features in print magazines like Maxim and Women’s Health that highlight the label’s on-trend bikinis and one-pieces. This diverse media coverage has been instrumental in building brand awareness and affinity among style-conscious consumers.

Pricing and Affordability

As a fast-fashion inspired online retailer, Hello Molly aims to make the latest trends accessible at affordable prices. Their price points are comparable to other major fast fashion players like Zara, H&M, and Forever 21. Tops range from $20-50, dresses $40-100, bottoms around $40-60, and outerwear in the $50-150 range. These prices are significantly lower than premium contemporary brands like Revolve and Princess Polly.

Hello Molly also runs frequent sales and promotions to offer even deeper discounts. Sitewide sales of 20-30% off are common, especially around major holidays and shopping periods. Category-specific discounts like 30% off dresses or buy one get one 50% off tops are also offered regularly. Limited time flash sales feature prices slashed by 40-60% on select items for just 24-48 hours.

For maximum savings, customers are encouraged to sign up for the email newsletter which provides early access to promotions and special coupon codes for percentages off or free shipping. Compared to mall brands and department stores, Hello Molly provides very affordable pricing, especially for the fashion-forward styles. Their sales and promotions make the trends even more budget-friendly for the brand’s target demographic of socially conscious shoppers.

Website and Shopping Experience

Hello Molly’s website has a clean, easy-to-navigate layout that allows shoppers to quickly browse and find products. The homepage features large banners showcasing new arrivals and seasonal collections. A top navigation bar lets customers filter by clothing categories like dresses, tops, bottoms, and accessories.

The product pages provide detailed images, sizing information, and customer reviews. Shoppers can select color and size options before adding items to their cart. Hello Molly offers free standard shipping on orders over $50 AUD within Australia. For international orders, shipping costs vary based on location.

Returns and exchanges are accepted within 14 days of receipt for items in original condition with tags attached. Customers simply fill out a returns form and send items back. Once received and inspected, refunds are issued to the original payment method.

The website highlights sales and deals on certain products. Shoppers can sign up for email notifications about new arrivals, special offers, and exclusive discounts. Multiple payment methods are accepted, including major credit cards, PayPal, Afterpay, and Zip Pay. The site uses secure encryption for all transactions.

Company Culture and Values

Hello Molly was founded in 2012 by friends Amelia and Emily, who wanted to make trendy fashion more accessible and affordable. Headquartered in Sydney, Australia, the company has grown to over 60 employees but maintains a fun, vibrant startup culture.

The Hello Molly team describes itself as a family who loves fashion, travel, and enjoying life to the fullest. There is a strong emphasis on creativity, innovation, and thinking outside the box. Employees are encouraged to take risks, make mistakes, and learn from them.

Giving back to the community is also an integral part of Hello Molly’s culture. The company partners with charities supporting women’s empowerment, environmental causes, and providing access to education. Hello Molly aims to run an ethical business and make a positive social impact.

According to their website, Hello Molly’s core values are:

  • We are dreamers – we imagine the possibilities and make them happen.
  • We are innovators – we challenge conventions and status quo.
  • We are connectors – we build relationships and community.
  • We are givers – we share our success and give back.

The work environment is described as supportive, with leaders who listen to ideas from all team members. Employees are encouraged to balance work and fun. There are team bonding activities, social events, and incentives like extra vacation days.

Hello Molly strives to be a company with heart that brings out the best in its employees while delivering affordable, on-trend fashion to customers. Its founders aim to maintain a culture focused on creativity, innovation and giving back even as the business grows.

Future Outlook

As Hello Molly continues to grow, the company has exciting plans to further expand its offerings and reach new customers. With the success of recent launches like Elette Fit activewear and the Self Love category, Hello Molly is exploring additional categories that align with its brand philosophy of empowering women.

In terms of growth, Hello Molly plans to expand its brick-and-mortar presence by opening new storefronts in trendy, high-traffic locations. The company also aims to grow its international presence by shipping to new markets and tailoring its collections to appeal to diverse demographics. Ongoing investments in digital marketing and influencer partnerships will help introduce the brand to new audiences.

Hello Molly aims to grow its vibrant social media community with engaging campaigns and contests. The company plans to use user content and encourages customers to share their take on Hello Molly’s playful style.

As it evolves, Hello Molly will remain committed to releasing exciting new arrivals each week, while also nurturing its exclusive collections. The future looks bright for this forward-thinking brand as it continues to make trendy fashion accessible to women around the globe.