On the ultimate day of New York Vogue Week, Telfar invited friends to a press convention on the prime of a concrete loft house overlooking the Brooklyn Bridge, the place an escalator lit up in digital signage teased “Telfar TV, it’s on then it’s gone.”
An hour after the scheduled begin time, 13 audio system (plus a canine) — together with artist Kandis Williams, musician A$AP Ferg and the designer Telfar Clemens himself— took their seats at an extended desk dealing with the room stuffed with editors, associates of the model and celebrities. The first agenda was to introduce Telfar TV, a “public entry channel” — an intentional emphasis on public — 24-hour stream the place the model’s new equipment will probably be launched, together with a duffle bag that debuted on the occasion on Sunday.
Viewers who obtain the Telfar TV app can watch video footage from each the model and the general public — anybody can add their very own movies that includes Telfar merchandise by means of a QR code that, if chosen, will seem on the channel. Folks should choose a class — “humorous,” “attractive,” “hood,” “voyeur,” and “hijab” amongst a number of of them — for his or her video to look on Telfar TV.
However lots of the model’s prospects will probably be tuning in for one motive: Telfar TV is the one place the place prospects will have the ability to discover QR codes to buy the model’s new equipment.
For Telfar, the app is the most recent try by the model to grapple with — and capitalise on — the immense reputation of things just like the signature purchasing bag often called the “Bushwick Birkin.” Beginning final 12 months, new releases had been routinely snapped up by bots and flipped within the resale market, irritating common prospects. Telfar launched more and more difficult assessments to weed out the bots. Forcing prospects to look at Telfar TV and anticipate QR codes to look may theoretically make it even tougher to sport the system.
However Telfar TV is greater than an enhanced safety measure. The app is a daring effort at group constructing, making a digital enclave deliberately separate from social media platforms that “promote baggage and garments, not human beings,” mentioned Babak Radboy, Telfar’s artistic director.
“I actually need to see syndication, I need to see a spot the place we will straight present members of the group and skip the violent technique of seize,” mentioned Williams.
Many manufacturers attempt to encourage the type of devotion of their prospects that leads them to hold exterior the Aimé Leon Dore storefront on Mulberry Avenue, or immerse themselves throughout the eccentric world of Gucci. Telfar has the same maintain on its prospects, and after ramping up releases of recent iterations of its signature equipment, is increasing into new classes as effectively, together with activewear.
Telfar doesn’t have a retailer of its personal, and solely a fraction of Gucci’s sources. However with Telfar TV, it’s betting it has one thing simply as essential: prospects who purchase into the model, not simply the luggage.
https://www.businessoffashion.com/articles/marketing-pr/why-telfar-is-launching-a-television-channel | Why Telfar Is Launching a Tv Channel | BoF Skilled, Information & Evaluation