Q&A: Telfar Aims to “Exit” the Fashion Industry
Jing Daily recently caught up with Telfar to discuss the brand's message of inclusivity, its Bag Security Program, brand collaborations, and more.
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- Jing Daily (JD): Telfar’s message of inclusivity is counter to the concept of exclusivity that many luxury brands still cling onto. Do you think this inclusive trend, led by independent brands like Telfar, is starting to change the industry or is there still a long way to go?
- Telfar Clemens and Babak Radboy (Telfar):
- JD: Telfar’s Bag Security Program also goes against the concept of gatekeeping that has underpinned the high-end luxury market for decades. As you see it, is this program the future of luxury?
- Telfar:
- JD: Brand collaborations are perhaps the most influential
- content-commerce
- strategy at the moment, and your collaborations with
- White Castle
- and Converse are a good example of brand values coming through in a collaboration. Based on Telfar’s experience with collaborations, how can a brand approach the concept of collaboration to ensure it is mutually beneficial?
- Telfar:
- JD: In the China market, there has been steadily rising demand in recent years for independent brands and previously niche categories like vegan leather. Has Telfar seen increased demand in China, and does the brand have any efforts planned specifically for that market going forward?
- Telfar:
- JD: As a 16 year-old brand that has seen a huge uptick in attention in recent years and has a following of extremely passionate customers, what are Telfar’s secrets to fostering deep brand loyalty?
- Telfar:
- JD: As a direct-to-consumer luxury brand, how does Telfar balance the consumer experience with a focus on the product?
- Telfar:
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