Zady was founded to highlight organic apparel as a lifestyle for Millennials seeking an alternative to the disposable fads of “fast fashion.”
This story first appeared in the October 29, 2014 issue of WWD. Subscribe Today.
“The new currency for this generation is values,” said Maxine Bédat, Zady’s cofounder.
Values consistently play a key role in shaping Zady as a destination shopping and lifestyle site. In addition, it layers in content to connect with its core audience, a generation that engages with brands more so than when compared with their older counterparts.
According to Bédat, “Storytelling is so integral to what we’re doing. What it does is translate a transactional experience into an experience….We don’t want to just transact. We don’t want to buy a commodity. We want to buy an experience and storytelling is one way for us to do that.”
A typical product page on Zady has information about the brand, the product and even where it is made. She gave as an example denim jeans from the Imogene + Willie brand. The site has information about Carrie and Matt Eddmenson, the founders of the brand, and the Cone denim mill, where the jeans are made.
That engagement enables the buyer who purchases from the site to have an emotional connection to the brand and the founders because they now feel they are “buying from Carrie and Matt,” Bédat said.
There are icons on each Zady Web page that reflect different values: locally sourced; made by hand; sustainable; high-quality raw materials and whether it is Made in the USA. Supply chain transparency is paramount, with the product page showing “where every product is coming from,” she said, adding that the information is there so consumers know that “what we are curating for them has environmental impact.”
The company is launching its first private-label products for the upcoming holiday season, called “Zady Essential Collection.” The collection’s manufacturing focus is on process and quality, according to the company Web site. Bédat said the collection will be entirely made in the U.S., from the wool to the dyeing and finishing to the final sewing.