March 18, 2024
Pic Credit: @djerfavenue via Instagram
Today we will be looking into the workings of Djerf Avenue : the ALL TIME FAVOURITE IT girl fashion brand on Tiktok responsible for the " DJERF EFFECT " . So lets DJERF UP!
Origins
Founded by Mathilda Djerf and Rasmus Johansson in 2019, Djerf Avenue has quickly become the DARLING of SOCIAL MEDIA. It all started when Mathilda, a rising swedish social media influencer with a love for fashion, was doing modeling gigs and experienced first hand the retouching of both photos of clotthes and also the models as well. That's when she decided to start an ALL INCLUSIVE fashion brand which stays as authentic as possible to the products and the people and also has a big focus on sustainability.
Stats
In the first 48 hours of launching, she had 700 orders. With more than $2 million in sales revenue in the first year to $8 million in sales revenues in 2021 to a staggering $22 million in sales revenues in 2022, she has taken the company from 0 to $34.5 million in less than 4 years. With a focus on organic growth in marketing on social media, the brand has been profitable right from the start with their marketing costs being only 2% of their revenue in 2022 and only 4-5% of their revenue in 2023.
Business Model
The brand, with its 84% of workforce as women, has a D2C business model, selling most of their products online and through pop up stores across the world with a focus on authenticity and size inclusivity. Despite being a fashion brand it doesn't conform itself to trends and instead focusses on classic silhouettes with a signature Mathilda Touch which are timeless and are made of superior quality to last long. The brand focusses heavily on incorporating sustainability and transparency throughout their business model.
Transparent Supply Chain
The brand has a LEAN supply chain as its products are in a handful of factories across Portugal, Sweden and Italy, making the production process efficient. The brand believes in TOTAL TRANSPARENCY and partners with only certified and audited factories which ensure ethical labour practices. They regularly upload their active supplier list to Open Supply Hub which is a supply chain mapping platform. The brand has an " Our Factories" page on its website where it lists every single factory details for complete transparency.
Product Design
The brand is comitted towards size inclusivity with sizes ranging from XXS to 3XL and is constantly working on expanding their size range to include a more extensive representation while being ethical and not overproducing items. The product design focuses on SLOW FASHION made with HIGH QUALITY natural and recycled materials which are EASY TO CARE for. They also follow their " Djerf Avenue Production Cycle" which involves testing, washing and wearing each and every garment in each and every size to ensure consistent quality for all its customers.
The " No Retouch" Policy
One of the core principles of the brand which sets it apart from its contemporaries is their NO RETOUCH policy wherein the models and products in the photos are never retouched thereby ensuring that the items people see are exactly what they receive. They also embrace inclusivity by featuring models which include their customers and employees of various body shapes and sizes even with an ostomy bag or disability and various hair types. This brings in the element of REALNESS and their customers can see and relate to how the clothes will look on different body shapes and sizes.
The Djerf Effect
With a following of over 2.7 million instagram followers and 1.2 million tiktok followers, Mathilda has created a Djerf Effect on social media which can be evidenced in the #djerfavenue which has over 40 million views on tiktok and the GRWM videos which have taken the internet by storm. Another example of the Djerf Effect can be seen in the natural user generated content in the #mathildadjerfhair featuring people recreating her bouncy Farrah Fawcett-esque hair and which has more than 75 million views on tiktok and with an incredible 13.8 billion videos under the search " Mathilda Djerf Hair". All of this has contributed to the brand's incredible oragnic growth on social media and has also enabled Mathilda to diversify into the lifestyle and beauty segment.
Creating Angels' Avenue
The brand has forged a social community by creating their Angels' Avenue forum on social media which provides a safe space for their customers to share their interests, photos and social life as a community. The brand also prioritizes loyal customers over influencers by creating a close friends list on Instagram which also Mathilda to personally connect with her customers over Zoom. They also offer one-on-one 20 minute virtual styling sessions on their website in order to create a more personalized shopping experience thereby successfully forging a loyal customer base.
Launching A Re-Sell Platform
The brand has launched its own resell platform wherein customers can buy and sell used Djerf Avenue clothing for lower prices and the brand also sells faulty items on this platform at cheaper prices without disposing them thereby promoting a circular economy to reduce waste.
Remake Collection
This is another sustainability initiative by the brand wherein they take an item from their existing stock and repurpose it into something completely new. By doing so they are ensuring a DOUBLE MANUFACTURING PROCESS thereby eliminating the need to produce entirely new materials and also saving resources and energy and reducing wastage. One of the latest examples of this remake project is a bag made from trousers which were returned as defunct.
Focus On Circularity
The brand actively integrates CIRCULAR DESIGN PRINCIPLES with an aim to minimize their carbon footprint across their product range by conscientiously selecting regenerated and recyled fibres over cheap synthetic materials. One example can be seen in the use of Corozo buttons made from palm trees instead of plastic. They also minimize waste by sourcing dead stock material for new products. Not only their products but even their packaging includes 100% post consumer plastic which is totally recyclable thereby making the brand one of the few fashion brands which truly embrace sustainability.
Last but not the least, here are a few of our ABSOLUTE FAVOURITE Djerf Avenue products.
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
Pic Credit: Djerf Avenue
There is a huge craze over Mathilda and Djerf Avenue on social media, and rightly so, and we wanted to highlight the reasons behind it. We hope you fell in love with our ALL TIME FAVOURITE brand's principles as much as you love its products.
xoxo