by By Michaela Horvath
Over the past three years, Matilda Djerf and her brand have cultivated the perfect sustainable and timeless wardrobe, filling the “gaps of comfort, lounge, business, and casual fashion” (Djerf Avenue). The brand has done incredibly well and recently developed new features that make Djerf Avenue especially special. The website now includes three separate tabs allowing users to gain inspiration, shop and resell clothing, all on their platform. Djerf Avenue’s new additions cover all bases from start to finish and allow the customer to not only feel like an Angel but really be a part of the brand itself.
As an online shopping guru myself, the first feature that stood out to me is Angel Avenue; a separate page where shoppers can create an account, post and curate vision boards straight on the website. If you take a cute picture wearing Djerf gear, add it as a pin and live forever on their website! These pins also allow users to shop looks posted.
Obviously, like any retail website, the clothing is the centerpiece of the website. Creating Angel Avenue allowed customers to feel inspired, learn how to style items and see real-life people wearing the clothes, making people more inclined to buy their clothing.
Angel Avenue isn’t the only special addition they created. Djerf also added a resale component that allows shoppers to explore other customers’ past purchases and grab them for themselves. This sustainable incorporation isn’t unheard of; however, the pricing and practicality of it are what makes it groundbreaking. In the average resale store or second-hand website, the person selling will usually make 25% of how much they (the store) will price the item. At Djerf, you receive 70% of the resale price. Not only is this great for the sellers, but it’s also great if you are a fan of second-hand apparel or are like me and appreciate a discount!
Whatever mood you are in, Djerf Avenue’s website will meet you there. Having these different tabs encourages users to stay, explore, spark creativity, and have fun!
I think Matilda is such an interesting example of today’s influencer. Her brand truly capitalizes on her fans obsession with her, because every time she posts in a certain piece of clothing it instantly becomes cool. She is her own brand ambassador.
This is an excellent way to incorporate sustainability into a high-end brand. I appreciate Matilda’s ability to showcase that a wardrobe can be a few classic, quality pieces (at a price) and steers away from fast fashion. I personally shop second-hand for most of my closet and I find this feature of her brand to be a unique way for people that want to shop sustainably can do so.
I really enjoy what Matilda is doing here. As she is a very influential person, it is imperative that she uses her power for good. I respect her willingness to create a platform for her fans to practice sustainable habits without financial part in it! Such a good example for others to do something similar.
Hi! I love Matilda and Djerf Avenue! I really enjoyed reading your post. It is great to see that someone I look up to is doing great things. I appreciate what she is doing with her brand, and I think she is a great representation of what brands should be working towards.