Annotations - direct to consumer marketing

“What we’re selling is a quality product at a much lower price because we’ve removed layers of traditional function,” Scanlan says. Born as a direct-to-consumer brand, Naadam currently has three stores in New York City

(as a mechanism for lowering prices)

Not only are many of these cashmere disruptors direct-to-consumer businesses — a noted advantage for fledgling brands seeking that inimitable "cool" factor — but they're also embodying a trendy, yet well-intentioned buzzword that millennial- and Generation Z-aged shoppers find appealing: "sustainable," "ethical" or "responsible.

(as connected to Generation Z)

The direct-to-consumer brand founded by Winser, Winser London, introduced recycled cashmere in their collection with a long, slim poncho in a neutral nude color that’s great for any occasion. The material for the poncho is collected and divided by color in Italy from old sweaters and cashmere pieces then cut into smaller pieces and combed back into

Naadam, a direct-to consumer cashmere brand that’s making luxe knitwear more sustainable, more accessible, and more affordable for everyone. By purchasing directly from nomadic Mongolian herders, Naadam is able to reduce their carbon footprint, offer livestock insurance, and create special non-profit opportunities for all the herders they work with. The result of purchasing directly from the source? An incredibly so

These descriptors are essentially stated rather than argued. #direct-to-consumer-marketing #luxury #affordable-cashmere ("accessible" and "affordable" as distinct here?) #chenj (cutting out middlemen to achieve all sorts of things!) #carbon-footprint (reduction) #livestock-insurance #collective-action (as "non-profit opportunities")

If you’re not going to do something that makes you take notice or feel something, it’s a good chance that you’re going to waste the money,” Scanlan said.

There are not many details in the article but the desire to seize attention is typical of Naadam's approach, which involves a marketing-driven business model (as a DTC business and, initially, a kickstarter campaign). The taboo-breaking message is also consistent with the desire for #disruption , in this sense taking cashmere out of the grips of the somewhat conservative fashion industry.

I wanted to share all the brands with you guys in a post, because they’re all cruelty-free, natural or sustainable! I’m always on a hunt for great natural beauty products or inspirational sustainable fashion/jewelry brands and if you’re in the same boat as me, def check out these tagged brands!

Different approaches to ethical trade.