Loyalty Truth

While visiting family in Nashville I had the opportunity to stop by a shop I have been interested in ever since my sister sent me a video clip from the shop’s website.

Imogene + Willie have a truly unique and glamorously independent spirit that drives its own kind of loyalty. It’s one of those “I-want-to-be-in-your-club” kind of feelings when you enter their shop, very folksy and down-to-earth with no stress on selling, which makes me think  …  how do they sell high-end denim so well when so many other design companies have had to take a step down from the high-end of retail?

I+W opened just as the financial crunch started, yet they continue to thrive, even recently creating a denim line being sold in stores such as Anthropologie.

The brand they’ve created does a lot of the work, it seems, towards creating a loyal customer and community base. The ethics behind their eco/socially conscious is a strong asset, as well as purposeful community involvement through hosting of local events and social gatherings. Their highly interactive and functioning blog helps to keep customers coming back, but most importantly an excellence of workmanship and product is undeniable.

These are just a few reasons I find myself mentioning I+W in conversation continually- recommending them to anyone on the hunt for killer jeans, or suggesting must-visit locations for anyone visiting the Nashville area.

Imogene + Willie has reminded me that passion and commitment towards your brand can foster a contagious fan-base and loyalty. It’s truly an experience worth repeating to buy a custom-fit pair of jeans from their shop.

Editor’s Note: Our Mystery Millennial is back and we are glad to share her thoughts about Imogene + Willie. Expect to hear from our digitally connected Millennial more often over the coming weeks. There’s no better way to understand how the generation views the efforts of retailers and others to build customer loyalty than to hear from them directly.