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SUSTAINABLE BRANDS ARE USING SOCIAL MEDIA TO BUILD MEANINGFUL RELATIONSHIPS WITH CUSTOMERS AND AVOID OVERPRODUCTION

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As a reaction to fast-paced fashion and constant drops, brands are using social media as a way to build an engaged community and organise pre-order and made-to-order for their collections.

With this model, brands are offering the opposite of impulse buy: they eliminate overproduction, cut waste and establish a closer relationship with their customers. Shoppers, on the other hand, love the exclusive feel of these limited edition pieces. The pandemic saw surplus inventory and cancelled orders accelerate this trend, and successful young brands such as Telfar, Khaite and House of Sunny are moving more in this direction.

DATA INSIGHTS

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DESIGNER STORY

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CREATIVE VOICES

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DESIGNER STORY

By Megan Crosby

Portsmouth, United Kingdom

By Megan Crosby is a completely made-to-order brand, with the basis of a strong Instagram community focusing on joyful and planet loving fashion. Since 2019 the brand has been operating with an 8 step system which allows inclusive sizing, as well as avoiding leftover stock and overproduction. The system starts with customers requesting styles and submitting their size or measurement requirements when the website is open for orders. Then, fabrics and materials are ordered and sent into manufacture to a small team of seamstresses where all the garments are handmade specifically for their customers.

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CREATIVE VOICES

“Community is at the core of what we do. Our amazing customers (my BMC Babes as I call them) are what it’s all about, they’re why we exist as a brand: to create styles that they can love and cherish. I created BMC with these babes in mind in the hope that together we can start paving the way to a better fashion industry. Changing consumer mindset around fashion and promoting a slow fashion economy is BMC’s highest goal. Slow fashion is the future, and it’s about all of us making small changes and working together to make it more accessible, stylish and cool. I cannot imagine how BMC would be without social media & the endless support from the incredible community, an amazing, positive space for the fashion industry.”

— Megan Crobsy, Founder and Designer, By Megan Crosby

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DATA INSIGHTS

363% year-on-year increase in traffic on Lyst for Telfar, which works on a pre-order basis

64% growth in demand for pre-order items on Lyst during the past year

144% increase in year-on-year demand for House of Sunny, which uses a pre-order system