When Allison Herman took over Dragonwing, she thought she was stepping into a thriving business. What she actually got was a crash course in reinvention.
Dragonwing started as a niche undergarment brand for girls in field sports (think soccer, lacrosse, and other high-intensity activities). But when Allison acquired the company, she quickly realized that scaling it wouldn’t be as simple as continuing what was already in place. From outdated Amazon listings to a social media presence that didn’t connect with her target audience, she had to rebuild almost everything from the ground up.
And she did.
The Power of Community-Driven Branding
One of the biggest turning points for Dragonwing was shifting from a purely functional product line to a brand with a mission: empowering girls to feel strong, confident, and seen.
But how do you actually build that kind of brand loyalty? Allison found the answer in community.
Rather than relying on traditional advertising, she launched an ambassador program – a network of girls who love the products and want to represent the brand. What started as a small initiative quickly grew to 200–300 ambassadors at any given time, driving word-of-mouth marketing and creating an authentic, engaged audience.
Through this, she also discovered an unexpected truth: her biggest customer base wasn’t where she thought it would be.
Initially, Dragonwing was focused on field sports. But when Allison took the brand online, she found that dancers, cheerleaders, gymnasts, and pageant competitors were far more active on social media. These girls were not only engaging with the brand but also sharing it, allowing Dragonwing to organically expand its reach.
Fashion Shows: The Unexpected Strategy That Changed Everything
As a fashion school graduate, Allison had a background in the industry—but she never expected that fashion shows would become one of her most powerful marketing and product development tools.
She started small, securing a spot in Denver Fashion Week, but the impact was immediate. Girls who walked in the show experienced a huge confidence boost, parents loved seeing their daughters shine, and Dragonwing gained significant media exposure.
Now, fashion shows are an integral part of the brand, taking place in New York, LA, Dallas, Miami, and more. They allow Dragonwing to:
- Test new product designs in real time
- Gather direct feedback from their community
- Create stunning, high-impact visuals for marketing
- Strengthen their brand’s reputation in the fashion space
Balancing Change with Staying True to Your Mission
One of the hardest parts of running a business is knowing when to evolve and when to stay the course.
For Allison, innovation is essential. She’s constantly launching new products, expanding into new categories, and exploring new retail partnerships (including Target.com and Walmart.com). But at the core of every decision is the same driving force: making sure girls feel comfortable and confident in their own skin.
That means prioritizing age-appropriate designs, using high-quality fabrics, and showcasing diverse models. It also means listening to customers, parents, and the girls wearing the clothes so the brand can continue to evolve while staying true to its mission.
The Reality of Buying and Growing a Business
If you’re thinking about acquiring an existing business, here’s what Allison wants you to know:
- It’s not as “turnkey” as it sounds. Even with a solid foundation, you’ll likely have to rebuild key areas from scratch.
- You don’t have to do everything yourself. Focus on your strengths, and outsource the rest.
- The best brands aren’t just selling products, they’re building relationships. Community is everything.
- Failures aren’t setbacks; they’re learning opportunities. Every misstep teaches you something valuable.
For anyone building a brand, Allison’s story is proof that growth isn’t about getting it right the first time. It’s about adapting, learning, and showing up for the people you serve.
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