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The Business of Fashion on Instagram

The Business of Fashion on Instagram

An essential daily resource for fashion creatives, executives and entrepreneurs all over the world.

Many direct-to-consumer companies have had a good run over the last few years, with start-ups Allbirds and Everlane generating tens of millions of dollars in sales through their own stores and website. But as the pool of fashion brands fighting for eyeballs on Instagram and Facebook becomes more and more crowded, the cost of acquiring customers is spiralling out of control. Many brands are reaching the conclusion that it s worth accepting slimmer margins with a wholesaler rather than going it alone online.

When former Zalando executive Luisa Krogmann decided to start her own upscale shoe brand, Aeyde, the resolve to sell exclusively through its own website, rather than department stores or boutiques, seemed like a no-brainer. After some initial success following the brand s launch, Aeyde struggled to find an affordable way to grow brand recognition and reach new customers outside its home base in Berlin. But, when a chance collaboration with an upscale boutique in Hamburg sold better than expected, Krogmann says she realised wholesale was the answer to her problems. Today, Aeyde generates 40 percent of its sales from department stores like Galeries Lafayette in Paris and Lane Crawford in Hong Kong, as well as boutiques like Assembly in Los Angeles and New York.

Deciding to go wholesale is one thing, knowing which stores to work with and how aggressively to pursue this strategy is another. Swipe across to discover our top tips and read the full story at businessoffashion.com [Link in bio]  : @thisisaeyde
Many direct-to-consumer companies have had a good run over the last few years, with start-ups Allbirds and Everlane generating tens of millions of dollars in sales through their own stores and website. But as the pool of fashion brands fighting for eyeballs on Instagram and Facebook becomes more and more crowded, the cost of acquiring customers is spiralling out of control. Many brands are reaching the conclusion that it s worth accepting slimmer margins with a wholesaler rather than going it alone online. When former Zalando executive Luisa Krogmann decided to start her own upscale shoe brand, Aeyde, the resolve to sell exclusively through its own website, rather than department stores or boutiques, seemed like a no-brainer. After some initial success following the brand s launch, Aeyde struggled to find an affordable way to grow brand recognition and reach new customers outside its home base in Berlin. But, when a chance collaboration with an upscale boutique in Hamburg sold better than expected, Krogmann says she realised wholesale was the answer to her problems. Today, Aeyde generates 40 percent of its sales from department stores like Galeries Lafayette in Paris and Lane Crawford in Hong Kong, as well as boutiques like Assembly in Los Angeles and New York. Deciding to go wholesale is one thing, knowing which stores to work with and how aggressively to pursue this strategy is another. Swipe across to discover our top tips and read the full story at businessoffashion.com [Link in bio] : @thisisaeyde

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