🔥🪑Hot Seat EP 6 - Duer Denim Evolves Ecom and Solves Markdown with NEXT, their Kickstarter for Pants
Gary Lenett is a fashion industry icon. He got tired of predicting trends for the new denim wash and decided to make pants that served a simple function: pants so good, you'll never have to think about pants again. Duer look great and feel great, and can be worn for any occasion.
This fast scaling Vancouver brand was taking the Canadian retail, wholesale and ecom world by storm, when Corona hit. Luckily they were prepared.
Gary had long been planning NEXT, a new system for product distribution modelled after Kickstarter, a platform that Duer has already been massively successful with.
Pants on Demand, reduce the two biggest issues for apparel brands 1. by producing pants for people who order them you keep excess out of the landfill and 2. You'll never have to markdown goods again.
We also were lucky to have Calvin Roex, the head of their ecommerce platform where we discussed their most successful channels, the launch of their new program as well as suggestions for them to improve and expand on their angles.
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00:00 - Gary Lennett Fashion Industry Legend and the Duer Story
02:01 - The Birth of Lifestyle apparel and Athleisure wear
04:03 - Duer pivots to on-demand denim with internal Kickstarter platform NEXT
6:44 - Two biggest reasons for on-demand fashion: Landfill and Markdown
38:42 - Gary’s philosophy about consumerism and clothes. Buy good clothes, that last so you don’t have to think about clothes
40:58- Eric’ Angle for DUER makes Gary’s day “Jeans that make me wanna bike more”
42 - Gary’s stories belong in your ads
Eric Dyck has over a decade of experience in the performance marketing world and has spent the last five building a tight-knit community of high-end media buyers and direct to consumer brands, creating connections and learnings that benefit everyone. With Pilothouse, Eric is leveraging internal learnings about ads, funnels, and traffic sources to help new brands scale their companies with paid traffic strategies.
Explore our thoughts on advertising, media-buying, marketing, etc.
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