In September 2014, the staff at Medelita Professional Lab Coats and Performance Scrubs carried out a new product development plan that started with the launch of the medical industry’s very first “limited edition” lab coat, aptly named “Vera G.,” after one of the first female professors of surgery in the world. The new women’s designer lab coat is a complete departure from its unisex predecessors, with a sleek envelope collar, vertical princess and high waist seaming, and perfectly placed pockets that are both functional and durable. Within 4 days after the lab coat was launched online at medelita.com it was sold out, making this the most successful initial launch of any Medelita lab coat.
The idea behind the “limited edition” series was born out of a need to satisfy some very specific demands from a small number of highly vocal and influential customers. Rather than take a huge risk and build a large run of a very unique concept, the company was able to leverage its location in Southern California to cost-effectively establish a short-run line of products. Company founder and lead product designer, Lara Francisco, PA-C, spent months in Los Angeles’ historic fashion district working with several prominent design shops to find the perfect fit for the first lab coat in this line. Lara explains, “We have all worked very hard to make this a reality and we’re so proud of the results. We have come a very long way since we started in 2008, and I’m lucky to have the opportunity to continue learning and developing professional garments that offer clinicians with a stunning alternative to their traditional uniforms.” Based on the success of the new lab coat, the company has decided to fold the design into its core production while it continues to work toward its next “limited edition” product.
The company anticipates its next “limited edition” release will happen early in 2015.