Everlane thrust the online shopping community into a frenzy last week when it unveiled its new leather accessories collection on Snapchat Discover channel, Sweet. In addition to announcing the eight-piece Cadiz line of unisex bags and wallets on the Snapchat-exclusive editorial channel, Everlane also let users monogram and order items by screen grabbing the product with a hand-drawn monogram, and snapping it to the brand’s Snapchat account handle.
What’s interesting about all of this? Well, for one, the collection is beautiful, functional, and streamlined with a soothing color palette to boot. But beyond that, Everlane is doing the most millennial thing ever by bringing shopping to Snapchat — something that hasn’t been done much before now. Whether or not the experiment actually translated into sales, one thing is for sure: People took notice of the announcement. Note to other fashion brands looking to reach that twenty-something demographic: Get thee to Snapchat.
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