Mon. Jan 17th, 2022

“Lockdown for us was a blessing in disguise,” Carter tells me. “We did not realize how much people got involved in our stories. Customers told us that the edits were the highlight of their day. It was a distraction and entertainment and a way to get involved in our community.”

Alicia Robertson, Belinda Young and Rebeca Carter in their Bec & Bel store.  They have been selling their own submitted fashion in love with Bec & Bel since mid-2020.

Alicia Robertson, Belinda Young and Rebeca Carter in their Bec & Bel store. They have been selling their own submitted fashion in love with Bec & Bel since mid-2020. Credit:Louise Kennerley

If TIS is hopeful, Bec & Bel is available and relatable. Three different 40-something women show and model the clothes, and at a slightly lower price (the average item costs around $ 250), Bec & Bel sell mid-end as well as high-end pieces.

Initially, only 10 percent of sales for Bec & Bel came from their website and Instagram, but that all changed in the lockdown. Almost immediately, Carter and Beck experienced a 30 percent growth in sales. About 2,000 women tuned in to their stories daily; on their best day, Bec & Bel sold items for $ 8000. An example: me, the proud owner of a Philosophy blazer in love and one like the new Isabel Marant Étoile jacket.

“So many women discovered us in the lockdown,” Carter says. “Some people have started treating us like celebrities! When they get to the store now they say, ‘Oh, I feel like I’m on a movie set’.

At non-profit recycling clothing retailer Fashion Forward (@ fashionforward327), founders Sharon Aaron and Nicole Katz also migrated to Instagram. Aaron and Katz launched Fashion Forward in 2020, selling high-quality donated clothing at pop-up events in their homes, with all proceeds going to Jewish House, a charity that provides crisis support and accommodation to individuals of all faiths. Most items sell for $ 25 to $ 50, with many items brand new with tags or barely used.

When the second wave of COVID hit, Katz Aaron suggested they go online.

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“It has been a really educational experience,” Aaron says. “You have to be flexible and see where the market is. We had done a few things online for the first lockdown, but we did not use Instagram. It has been a game changer. ”

The pair started “dropping” edits on Monday and Wednesday with sales on Sunday and gained hundreds of new followers. I watched the drops religiously and ended up with a Little Joe dress, a Collette smock and a Flax and Seed knit for the total amount of $ 95. Last week, Fashion Forward sold a brand new Helmut Lang jacket ($ 595) for $ 75 within five minutes of posting.

“Just during the lockdown, we raised $ 21,000 for the Jewish House,” Aaron says. “I did not negotiate for the incredible feel-good aspect. No one feels guilty. It’s a new way to donate to charity. ”

First of all, I want to keep tuning in.

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