Even in New York Metropolis, surrounded by expansive shops and basement boutiques, Alex Drexler couldn’t discover the proper button-down shirt.
Alex’s quest for the proper shirt with particulars like a “weighty button” led him to design his personal, launching Alex Mill in 2012. Since then, Alex Mill has gained a cult following on-line and particularly round New York, the place the model attracts a whole lot of its inspiration.
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Designing head to toe
As soon as Alex Mill mastered the proper button-down, it wasn’t lengthy earlier than the model utilized the identical rules to different wardrobe staples. Utilizing high-quality materials and with a discerning consideration to element, Alex Mill expanded into jackets, pants, and girls’s clothes.
All of the whereas, CEO Roxanne Stahl O’Hara says the corporate’s providing remained centered on timeless items. “I feel a whole lot of manufacturers can run the chance of making an attempt to be the whole lot to everyone,” Roxanne says. “The garments all have to work collectively. If it doesn’t all work collectively, then I feel you lose the client, as a result of they don’t know what to purchase.”
By no means underestimating word-of-mouth advertising
Alex and Roxanne say that phrase of mouth helped the corporate develop, even within the digital age. “One of many issues that I’m most pleased with is our reference to our prospects and the group,” Alex says. “Endorsement from the group is extra necessary than spending tons of cash on a paid advert.”
To achieve success with word-of-mouth advertising, you want an awesome product that individuals wish to speak about. For instance, Alex Mill doesn’t pay for influencer advertising, however it works with creators of all sizes who wish to incorporate the corporate’s garments into their very own type and content material.
Making inventive relatable
When Alex Mill is planning its inventive campaigns, it showcases its personal metropolis. “Whether or not it’s a fast Instagram or a bigger editorial marketing campaign, we’ll simply go exterior and shoot it. New York is our greatest backdrop,” Roxanne says. That helps the model communicate to its New York–primarily based prospects, and encourages them to go to Alex Mill retail places.
Typically, Alex Mill makes use of its behind-the-scenes workers, from manufacturing managers to designers, as fashions for content material. “I feel that resonates with lots of people. They wish to see individuals they’ll relate to sporting these garments,” Roxanne explains.
Collaborating on distinctive items
Alex Mill has discovered success collaborating with different style homes on items that would have by no means come from both firm alone. The partnerships often culminate with limited-edition (and typically even handmade) objects that generate a whole lot of demand from the model’s followers, corresponding to when the model not too long ago collaborated with Japanese denim maker OMNIGOD.
“We search for collaborators which have possibly a distinct viewpoint than we’ve and we really feel like the mix collectively is extra highly effective,” Roxanne says.
To be taught extra about Alex Mill’s partnerships and its connection to New York Metropolis, listen to the full interview as a part of the Shopify On Location sequence.
