Tellin Clothing

The Challenge

• Every year, the world uses more resources than our planet can sustain. With fashion as one of the most polluting industries, tellin.shop wanted to shift from the larger “take-make-waste” consumption model to a more responsible cycle that involves local talent and resources.
• As a self-funded start-up, this clothing brand aims to innovate in an often-saturated industry, one that puts emphasis on style rather than substance. We needed a digital solution that allowed the business to innovate freely with very few technical constraints.
• The concept is to propose clothes that reinvent the smart casual attire for people of all horizons. An experience centred around the individual and its hectic lifestyle.
• A new business with relative low exposure to digital technologies, a desire to produce lean results fast.
  
• A brand that required a large degree of freedom to evolve its business model over time. A need for agility in day-to-day operations to respond better to short development cycles.

Transformative Solution

• Statement: A fashion start-up acquiring knowledge and skills to develop and scale its ideas into a fully-fledged ecommerce business. A business that aims to advance the fashion debate with clothes that are elegant and suitable for everyday stress.
• Co-creation: Involving the consumer as much as possible into the definition of the solution through workshops and focus-groups.
• Measured: a phased roll-out plan that involves a community of fans from start through to launch. A soft launch of a first “brochure” website while the business was designing its collections. A second launch with embedded ecommerce solutions, including sales, invoices, multiple payment gateways, inventory management, an interactive blog and a dedicated VIP membership section.
• Active elegance: creating an elegant garment, free of superficiality and designed for everyday situations. The digital solution provided by yechte embodies this same idea: affordable and powerful yet elemental in its execution.

The Business Impact