Joe’s Jeans is tapping into the power of Instagram and influencer marketing.
After a successful partnership with influencer and We Wore What founder Danielle Bernstein in April—it brought in 88 percent new customers and contributed to the brand’s biggest online sales day—Joe’s Jeans is going for round two.
On Monday, the brand dropped its second collaboration with Bernstein, which places the spotlight on The Danielle, the high-rise vintage-inspired jean with an exposed button fly created specifically for the collaboration. The Danielle is offered in two new washes, bone and gray. The collection also includes a new high-rise skinny zip jean with a raw hem, available in black and dark indigo. Each jean retails for $198 and is available in sizes 23-34.
On Instagram, Bernstein wrote to her 2.2 million followers: “Spent months perfecting these fits for you guys with @joesjeans. We kept the collection super small so that I could focus on quality!”
“We know it’s important to keep seeking out partnerships that work for our brand and also make sense for the influencer, celebrity or athlete,” Jennifer Stender Hawkins, Joe’s Jean’s senior vice president of marketing and innovation, told WWD. “The magic works when it’s a true win-win for both parties who are authentically engaged in the process.”
To date, Bernstein is the only influencer Joe’s Jeans has ever worked with—but the brand has plans to change that, as a collaboration with New England Patriots’ wide receiver Julian Edelman is coming soon, with reports of it dropping this week.
Joe’s Jeans is investing in social media-friendly shopping. The brand is one of the first to adopt Instagram’s new checkout and drop reminder features, which are the social media platform’s latest offerings for brands expanding their selling strategies.