(a good read / Marketing, Branding, eCom)
... Call it a buzzword, or an obsession, or a trend, but millennial and Gen Z consumers are constantly searching for something real. Whether it be an authentic voice, an authentic experience, or an authentic avocado toast, it seems to be the defining feature of the largest cohort of young shoppers since the baby boom.
The Dolls Kill brand has it in spades. The brand was born from active participants in the cultures they represent. They aren’t following trends by looking at market reports, they’re living them. Shaudi Lynn was still DJing through most of the brand’s growth and only stopped when the day-to-day of running the company got to be too much. Unlike many of their competitors, everyone at the company is deeply immersed in the worlds that they build and the fashion they put on their site.
This even extends to the models. Rather than hiring professional models, or “dolls” as the company calls them, Dolls Kill solicited photos from their fans and followers. This turned into a “Be a Model” contest, which ended with the company hiring the winners, who are still with them today. This kind of fan engagement, combined with “DJ Shoddy”’s endorsements from the DJ booth, gave customers the sense that the brand wasn’t some abstract construct, but a part of their community.
read more (NextRoll / Adroll) Brand (DollsKill)
... Call it a buzzword, or an obsession, or a trend, but millennial and Gen Z consumers are constantly searching for something real. Whether it be an authentic voice, an authentic experience, or an authentic avocado toast, it seems to be the defining feature of the largest cohort of young shoppers since the baby boom.
The Dolls Kill brand has it in spades. The brand was born from active participants in the cultures they represent. They aren’t following trends by looking at market reports, they’re living them. Shaudi Lynn was still DJing through most of the brand’s growth and only stopped when the day-to-day of running the company got to be too much. Unlike many of their competitors, everyone at the company is deeply immersed in the worlds that they build and the fashion they put on their site.
This even extends to the models. Rather than hiring professional models, or “dolls” as the company calls them, Dolls Kill solicited photos from their fans and followers. This turned into a “Be a Model” contest, which ended with the company hiring the winners, who are still with them today. This kind of fan engagement, combined with “DJ Shoddy”’s endorsements from the DJ booth, gave customers the sense that the brand wasn’t some abstract construct, but a part of their community.
read more (NextRoll / Adroll) Brand (DollsKill)
