As I understand, Self Edge’s ability to be exclusive purveyors for some brands is an important quality in such a highly competitive marketplace. One question though, how does one approach the art of selling high-quality, durable goods such as raw denim? The products as we know it are far from something you’ll end up replacing every few months especially when you bring something like Iron Heart’s into question.
Agreed and I’ve been asked the same question a few times. As it turns out, the jeans are often an entryway for customers to discover the incredible collections that these brands are also producing. Of particular interest are the shirts and jackets that all of our brands make, many of which are a history lesson of sorts in garment production from the ’20s to the ’60s due to the painstakingly exact ways they are assembled. Whether the customers appreciate the history, the construction, or the general aesthetic, the tops do very well at Self Edge and are an easy thing for people to get into after they’ve picked up a pair of jeans. We also stock leather goods, jewelry and footwear from many of the brands so there’s plenty of things for customers to discover each time they’re in the shop. And of course, we have folks who like trying new jeans often.
Do you feel that the fashion industry perceives the Internet as a tool in different ways relative to other industries like technology? It seems that fashion itself is much more brand-driven than other industries that this plays into how brand’s approach the Internet.
I can attribute a good deal of our success to the Internet. At our inception, so many tools were at our disposal: online communities, message boards and blogs. These weren’t available to everyone. Many companies of our size are still learning how to best use the Internet to build a brand following. The trick, like you alluded to, is making it look cool and desirable when some of the strongest fashion brands in the world pride themselves on their elusiveness. This is something that is quickly fading, though; every luxury brand has a website and most have e-commerce stores.
Our school of thought is that we’d rather customers see our product than not; at that point, they can make a decision on whether they like it. Of course, we’re very detail oriented with regards to how our items are shot and presented, and we target specific news sources on the Internet. But we’re not opposed to anyone talking or writing about the brand (or buying it, for that matter).