Millennials may have a fixation with pink, but don’t underestimate their appetite for being smart shoppers.
More and more, the marketplace is brimming with direct-to-consumer fashion companies. Their offer of fair-priced, quality products with transparent production and pricing has become alluring to young customers looking for alternatives to fast-fashion companies. Such examples include luxury cashmere brand Naadam and fine jewelry startup AUrate. Then there is Everlane — the company that pioneered the direct-to-consumer (D2C) trend by offering quality basics like crewneck wool sweaters and oxford shirts at transparent pricing.
Everlane’s success is undeniable, but what they have spearheaded is what Grana — a new fashion company to the D2C market — is looking to expand upon, and at a much bigger, better, and faster rate.
Grana’s main focal point is offering the best, highest-quality fabrics from around the world at honest prices. For example, you can purchase a silk camisole for only $49 — one of their best-selling products. You can also buy a cashmere crewneck sweater for $99 or a pair of Japanese-cut denims for only $49. Sounds unreal right? So how does Grana keep their prices so low?
It all goes back to cutting out the middlemen and limiting the number of distribution centers to just one — in Hong Kong, where Grana is based. In a typical store setting, the chain of events takes at least four steps or more: A garment starts with an agent, and then travels to a distributor, then to a warehouse, and finally to the store. Each movement of goods includes a markup in the garment’s price. Grana, contrastingly, reduces the process to three simple steps
Grana prides itself on going straight to the fabric sources, which help bolster their diverse 10-piece fabric selection: Chinese silk, Peruvian pima cotton, French poplin, Irish linen, Mongolian cashmere, Italian merino, Japanese denim, Japanese chambray, Chinese cotton twill, and Italian Sensitive.
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