“It’s like an Instagram incubator,” said Gaskell. “We want to gauge criticisms, and we’re making it private in order to have a curated, high value experience. People will feel like they’re in on something.”
“This is kind of an experiment,” said Red Gaskell, head of social media at Everlane. “We wanted a controlled experience — something that could exist between a physical store and our online store. It creates an area of focus for us.”
The idea is that @EverlaneStudio’s followers will be the brand’s most dedicated customers, and the company can introduce new products to them first and keep close track of their feedback on Instagram. Think of it as a modern version of the private sale, with the added benefits of a focus group.