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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TIME STAMPS
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
09:33 - How NEXT works (Kickstarter model)
10:02 - Problem/Solution clothing and how NEXT saves on prototype testing
16:11 - NEXT on Demand vs straight ecommerce for DUER
18:33 - How NEXT makes you feel like an insider/backer
20:43 - DUERs performance marketing efforts (ads and influencers)
21:10 - Whitelisted influencer traffic for Duer (must do!)
22:30 - Canada’s Ecommerce scale potential (bigger than you think)
24:27 - DUER’s retail vs wholesale vs DTC sales
27:04 - Pilothouse shouts and insights about DUER Ads and CX
28:16 - Indoor vs Outdoor creative - realistic vs aspirational creative (aspirational wins)
30:45 - Advice: Feeding the AI with ANGLES
32:00 - Hitting the feed with multiple takes on the same products
32:50 - If you had a $50K grant given, where would you put it?
34:21 - Attribution model chat
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
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This week on the DTC Poddy, we chatted with Dain Walker. Dain is a brand strategist and Instagram expert who's grown a rabidly engaged 200k following in less than two years by simplifying complex and powerful ideas into compelling content.
