Welcome to Conversations, Highsnobiety’s podcast series where we discuss topics and trends with the people shaping today’s scene.
This week, we head to London to hear about the various ways brands distribute their clothing in order to reach their customers in 2016.
In 2016, there should be multiple ways to sell your clothes as a brand. Despite technology being more evolved than ever, brands are usually restricted to a relatively small amount of methods to sell their clothes. The traditional method of selling via wholesale is becoming a dicier proposition, as stores are buying less and, in some cases, only doing Sale or Return, which can often leave a designer with a pile of unsold clothes at the end of the season.
Online retail has its own issues, with the difficulties when it comes to both getting traffic and conversion rate (getting a customer to actually buy something) coming up as key issues. And physical spaces can be expensive, forcing a designer to need to create more. So we decided to speak to three different brands to discover how they sold their clothes.
First up was E. Tautz. E. Tautz is the most traditional of the brands, a 2015 GQ fashion fund winner, helmed by Patrick Grant. Grant is a celebrity in his own right, with a guest spot on BBC show The Great British Sewing Bee. He founded E. Tautz as a casual counterpart for Norton & Sons, and is widely seen as one of the most successful catwalk brands around today.
We then spoke to Simon, co-founder of Ejder. Ejder were primarily an online-first business but, after some successful pop-up stores, have decided to get a physical store. The store, based in East London’s Old St Station, is a 24-hour store and aims to expands Ejder’s presence.
Lastly, we speak to [Nothing], a young UK streetwear brand. [Nothing] was founded by Jai and Ari and, despite their youth (both are still in university), they’ve already gained a large fanbase, not to mention celebrity fans such as Skepta and Virgil Abloh.
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