![]() “It’s a bit of a crazy time to be opening retail stores. Why investing in stores still makes sense We’re now sending out both a women’s book and a separate men’s book to engage the customer with the brand.” We started to get some data back and we realized, ‘Wow, this is really working, and people are really engaging with the brand.’ So we slowly ramped it up over each main season. We sent it to existing customers, and then we sent it to prospects, so people who may have an affinity for the brand or similar brands in the space. We tested catalogs last year, in a very small way we sent out probably 50,000 books, which may sound like a lot, but actually investment is not that great. It’s a much slower experience with the brand, versus just a quick-hit online - where you can really sit there and flip through more storytelling, and look at the editorial and the product. “Digital is really one of the main places where we’re investing, but also, we’re going a little bit old-school and doing in-home catalogs - actual 30-page books where we deliver those to people’s houses. will just throw things out there and hope they stick in a foreign market, but you really need to appreciate what’s happening on the ground.” In the U.K., France, Spain, Scandinavia and a lot of these countries, we’ve paired together a sales agency with a local PR agency, to help us manage each market as if it was in our backyard. Once we had established that the brand was working in a lot of international markets, I tried to find local sales agents and distributors who could help us actually reach the stores on a day-to-day basis. … Ultimately, you do need to have partners, but in the beginning, you have to get momentum on your own - no partner is going to want to come build your brand from zero. And so, it’s been 15 years of a slow, deliberate evolution of both domestic business and international business. business, which was very grassroots: going to the stores to understand the nuances of the business and what that local market wants. And so I ended up traveling to a lot of these international markets and taking a similar approach to how I built the U.S. “International accounts started seeing the brand at places like Intermix, Shopbop and some of these higher-end retail stores, and asking me if they could carry the brand. Here are a few highlights from the conversation, which have been lightly edited for clarity. “It’s now very much a full lifestyle collection,” he said, noting that a denim line is set to launch in the fall.Ībrams also discussed the brand’s expansion via international markets and physical retail. More recently, it’s also introduced bottoms and dresses. It would be a shame to refuse.Though sales of women’s button-downs drove nearly 100% of the business in its first 5-6 years, Rails has since slowly expanded to other categories that can serve as the “top-half” of denim, like T-shirts and “cozy” sweaters, said Abrams. In short, the perfect wardrobe that even celebrities such as Gisele Bündchen, Beyoncé, Kate Moss and Kendall Jenner have already adopted. This summer, the Californian brand is offering an invitation to travel and slipping fashionable printed dresses, crop tops to die for and jumpsuits with an elegant nonchalance into our suitcase. Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL The stiff cotton button-down shirt comes in an ultra-comfortable cashmere-effect material, while the basic T-shirt recovers its desirability in irresistibly flowing jersey. Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL The signature of Rails clothing is an effortless luxury feel and appearance that have led the brand to redefine modern wardrobe staples in a pragmatic, relevant style. Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Selected by PROMOSTYL Desirable pieces Its secret? A casual look blending urban uniforms and exotic touches, affordable pieces and high-end designs, trends and timelessness. ![]() Although he did not have any technical knowledge, he nonetheless cultivated a distinctive aesthetic sensibility and a keen business sense, rapidly transforming his small firm into a lifestyle brand taking over men, women and children’s wardrobes. It all began in Los Angeles in 2009 when the young man turned his hand to producing… hats. ![]() Selected by PROMOSTYL Selected by PROMOSTYL An unusual career path Who said that you needed to go to fashion school to become a designer? Certainly not Jeff Abrams, the founder of the Californian label without any specific training. ![]()
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