An Instagram star who has sold $35 million of her own products explains how she built her fashion line and turned followers into customers
Before launch, Engel teased her collection first to her Instagram followers, posting videos as a way to build buzz for the upcoming products.
"They had a huge buying team come in and check out the line," she said. "They loved it, and wanted to be a part of our launch. This really catapulted us to have a much bigger launch than we have initially planned for, for our own site." And the process of building buzz didn't stop when her line launched, she said. It's a constant process, a sentiment echoed by other industry insiders about DTC products from influencers, who often use a limited release strategy to sustain enthusiasm.Engel shares each collection's "look book" the day before it launches with her followers, as a way for them bookmark the items on Instagram, and shop later when they come out.
Engel's dresses are limited edition, and almost always sell out "immediately after a launch," she said. She builds up anticipation on social media days before a collection drops.
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