Jessy Dover, Dagne Dover’s co-founder/creative director, discussed this subject at the Interactive Advertising Bureau’s (IAB) 2019 Annual Leadership Meeting (ALM).
More specifically, she highlighted how the brand – which makes products from work bags and totes to laptop sleeves – has opted to partner with retailers that share its core values.
“We just launched in Apple Stores … and we launched in Nordstrom last year,” Dover said. (For more, read WARC’s in-depth report: Dagne Dover goes to market with direct-brand tools.)
Elaborating on this theme, she outlined the underlying logic that informed the online brand’s moves into the physical retail space.
“We are using retail as another sort of marketing channel, but we also want to meet our customers where they are. They’re online. But they’re also at Nordstrom and in the Apple Store,” said Dover.
The dynamic between Dagne Dover and legacy retailers reinforces both brands and benefits the customer, but still poses risk for an enterprise with a largely digital history.
Said Dover, “We are only have 16 people who work at the company and we really have been able to do amazing things with that.”
Partnering with Nordstrom extends the influence of that group. By stocking Dagne Dover goods, she said, “they can provide their customers with some of the things that we really can’t provide to our customers at this point in time.”
And there’s yet another advantage to the Nordstrom partnership that can feed the entrepreneurial resources of the handbag company as the relationship matures.
“Some of the things that we don’t necessarily want to do – or risk doing – they are happily going to do for us,” Dover told the IAB confab.
“As a creative, one of the things that I’m most excited about in offline retail is the chance to design and create physical spaces for customers to experience our brand,” she added. In line with this notion, “We’re opening our first store in New York this year.”
Sourced from WARC