Everlane releases collection available only on Snapchat
Everlane has just become the first brand to sell their products via Snapchat. On Tuesday, Everlane released their new leather goods collection on Sweet, a Snapchat-based lifestyle publication. The collection is only available for purchase via Snapchat.
Everlane’s new collection includes zippered wallets, pouches, crossbody bags, and card cases, all in the brand's signature high-quality leather. Price points start at $40 for a card case and max out at $150 for a foldover pouch. Shoppers can only purchase these products via the Snapchat platform by screenshotting the image, circling the color and adding a monogram via the platform’s photo editing features, and emailing the photo to Everlane.
The line will not be released until November 10th, but customers can pre-order the products now.
This move by Snapchat comes less than a week after Instagram announced their new in-app shopping feature. Instagram, owned by Facebook Inc., announced that as of this week, users will be able to shop directly on Instagram. When they click on a post, they will be redirected to the product page on the brand’s website.
Everlane is an online-only fashion retailer, dedicated to transparency and fairness to its employees and works directly with factories to ensure a fair standard of living for every single employee in it's production chain. Everlane was announced as one of the world’s most innovative companies of 2016 by Fast Company last year, and this new marketing strategy is an indicator as to why.
Sweet is owned by Hearst magazine conglomerate. The online-only platform lives exclusively on social media platforms like Snapchat, Facebook, and Pinterest. Their daily content includes recipes, celebrity interviews, fashion, lifestyle, and news stories. Sweet has previously worked with Carolina Herrera and Gucci to exclusively release collections and products, but none have been shoppable via Sweet.
Since is this purely editorial content, Everlane is not paying for ad space.
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