14 hours ago | By Carlene Thomas Bailey
May 11, 2017
By WGSN Insider
Social media has opened up a whole new window of possibilities for small brands, letting them reach a huge number of people around the world, something unthinkable before the Instagram era. But with this global exposure via Instagram feeds, comes the challenge of having to stand out from a crowd full of designers offering a wide range of products.
In the universe of Facebook, Twitter, Instagram etc, only the social media savvy survives: if opening a store is all about location, in the online world it’s all about the image and going viral is the ultimate goal. There are many cases that show the power of the Internet and one of them is Sabrina Tachdjian. A Uruguayan designer who started her accessories brand Sabrina Tach back in 2008 via Etsy, and ended up selling at Free People and Urban Outfitters. Celebrities like Vanessa Hudgens wore her products, while Vogue UK and Who What Wear featured her designs in their articles. Most recently Sabrina launched a sister brand focusing on clothing. So how exactly does a small independent brand goes from Etsy to expanding the business?
WGSN contributor Augusta Adriasola caught up with Sabrina to find out more:
Sabrina Tach, the accessories brand, began in 2008, when I was 24-years-old and working as a designer for a local jean brand, for which I travelled through the US and Europe doing trendhunting. One day while I was at a leather curtiembre (Spanish for an atelier specializing in leather) for the jean tags, something inside me woke up, a sort of creative spark and I was inspired to start a line of handbags to export. My initial investment was 200 dollars. From that I started to sell my products on Etsy and they went viral, both the products as well as the campaign images. From there many boutiques started to contact me and I got some big international deals, while some celebrities also started to wear the brand.
I wanted a new challenge but I didn’t want to lose the association with Sabrina Tach. I had the need to create non-leather garments so along with my sister (who had been working with me for a while) we decided to start Tach Clothing.
At the beginning, it was hard to communicate that they were “sister brands”. We then started to unify the imagery and the campaigns so people could understand more. At one point, we even debated whether we should make a totally different brand or just a line within Sabrina Tach, but Sabrina Tach is so related to leather that we didn’t want it to lose its identity.
How would you define Tach Clothing?
It is casual and cool. We are focusing on three lines: party collection, knits and jeans. All products are made in Uruguay.
Is it the same audience for Sabrina Tach and Tach Clothing?
With Tach Clothing the audience is a bit younger, something like from 17 to 40 years old, while at Sabrina Tach is wider, from 17 to 70. It wasn’t something we planned but it’s going that way.
What is the importance of social media to promote a brand?
At least for us, it is the only way we promote the brands, as we don’t pay for publicity in other kind of media or make any kind of diffusion outside of social media. At the same time, we have been developing an identity through social media, showing a bit of the everyday cycle of the brand like showing a sample when we get it in at the office. It allows our clients to feel close with the brand.
Love this contributor? Follow Augusta Adriasola on Twitter here.
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