Before launch, Engel teased her collection first to her Instagram followers, posting videos as a way to build buzz for the upcoming products.
"They had a huge buying team come in and check out the line," she said. "They loved it, and wanted to be a part of our launch. This really catapulted us to have a much bigger launch than we have initially planned for, for our own site." And the process of building buzz didn't stop when her line launched, she said. It's a constant process, a sentiment echoed by other industry insiders about DTC products from influencers, who often use a limited release strategy to sustain enthusiasm.Engel shares each collection's "look book" the day before it launches with her followers, as a way for them bookmark the items on Instagram, and shop later when they come out.
Engel's dresses are limited edition, and almost always sell out "immediately after a launch," she said. She builds up anticipation on social media days before a collection drops.
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