As I continue to work with brands and designers, I continue to understand more and more the difficulties that they face in growing their business. The days of depending on retailers to sell their goods is a thing of the past and brands are constantly looking for “out of the box” ways to reach their customer. With the growing force of social media, brands have been much more successful in this venture and have been able to have a more direct approach with their customer. This is the benefit of this new world as we know it. We can literally go online and have a conversation with some of our favorite designers and brands, see what they are doing at any particular moment, and then go directly to their website or call them up to buy one of their products. This is the future of the retail landscape. Which begs the question:
Why would a designer sell their product at wholesale when they can have the chance to make all of the profits for themselves?
I’m currently working on a project that has me researching online stores and new brands and I had a great discovery in DSTLD Jeans last week that really verified this constant conversation that I have been having with myself for the past year. DSTLD is a contemporary denim brand that is selling jeans in a direct channel to their customer base without depending on the usual retail channels. Their strategy is direct to consumer and because of this, they are able to keep their prices low and build a trusting relationship with their customer base.
Their mission states: “Refined, elevated and middleman free. Pure Premium Denim starting at $65″
Premium denim for $65?! Seems unbelievable, but when you don’t have to factor in the cost of what a product will retail for (usually 2-4x the wholesale cost), brands are able to sell their product for a much more affordable price.
Launched in 2014 in Los Angeles, the brand brought together a group of highly skilled denim purveyors that have worked in the business for several years from some of the top brands including John Varvatos, BCBG, Lucky Brand, Guess, and Edun, to name a few. A well-rounded merger of industry educations & cultures, they came together to produce a brand that has a common goal of re-defining premium denim. Their brand ETHOS states:
“DSTLD [‘distilled’] is more than just a name: it’s an idea we take seriously and strive to live up to. From the refined, streamlined aesthetic of our work to the direct – in a sense, “purified” business model, we aim to distil the business of premium denim down to its essence.
On a grander scale, we aspire to facilitate a movement – to guide a generation of thinking men and women of style toward an appreciation of fewer, better things. It’s high time we all devoted more resources – our precious time, energy, and yes, money – on experiences, not stuff.”
Well I don’t know about you, but after reading their website and learning about their process of design and manufacturing and sales I am 100% sold on this business model and I certainly think it is one of the smartest strategies in the game right now.
And what makes this brand even better? They allow you to pick out three different styles of your choosing that they send to you for FREE and let you try them on for 10 days before you decide what you want to keep or send back. HELLO!!!!! We all know that finding jeans that fit right is a struggle, and shopping online for denim can be challenging. DSTLD answers all of these problems by allowing you to try on styles in your house risk free and then allows you to send back whatever you don’t want at their expense.
I’m actually going to order mine today and I am looking forward to supporting their brand as it pretty much sums up all of the things that I believe in. Be sure and check out their website and order your pairs and tell others about this amazing way of doing business. Their instagram feed is very well done in an almost all black and white tonal aesthetic and features all of their customers wearing their favorite pair of DSTLD denim.