Dubbed early on the "Everlane for jeans," DSTLD is a direct-to-consumer retailer that essentially sells jeans at wholesale prices.

In effect, what Warby Parker did with eye wear, DSTLD is doing with denim.

The brand told TechCrunch that it considers its jeans comparable to those from high-profile premium brands such as Citizens of Humanity and J Brand because it uses the same textile providers and wash houses. Although providing a premium product at a wholesale price should seemingly resonate well, DSTLD faced a substantial challenge at launch: convincing shoppers to care more about the quality of the product than the name of the brand.

And then something magical happened for the young denim darling. Country star Carrie Underwood and "it girls" Cara Delevingne, Selena Gomez and Kendall Jenner were all spotted wearing DSTLD jeans.

When it comes to convincing a brand-conscious shopper to buy a pair of jeans from a relatively unknown brand, few things are more powerful than endorsements from some of the biggest celebrities on the planet.

Beyond being able to archive the celebrity love on its own site, DSTLD got exposure on ELLE.com in an an article encouraging readers to shop like Jenner, and the article includes a direct link back to its site. DSTLD may not have a famous founder, but its celebrity fans give it the edge it needs to succeed in the saturated e-commerce market.

There are no guarantees in the world of e-commerce, but these retailers have one thing in common that sets them apart: brand awareness. And for that reason, they are positioned for continued success.





This article is commentary by an independent contributor. At the time of publication, the author held no positions in the companies mentioned.

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