![]() ![]() 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. 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. ![]()
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