style in progress 1/2023 – TALENTS DOMAIN

IT‘S ALL ABOUT COMMUNITY

Influencer collections that are more than just merchandise: Talents Domain offers creators the opportunity to realise their fashion visions to the letter. The all-inclusive service package offered by Ricardo Meyer and Peter Jähne covers every step of the creation process, with 18 collections already in the pipeline for 2023.

Text: Martina Müllner. Photos: Talents Domain

Ricardo, you are an industry veteran. What impressed you most about collaborating with creators like Marvin?

Ricardo Meyer, CEO of Talents Domain: I like a great deal about the way this generation thinks. Everything is planned from the perspective of the consumer, based on community and feedback, even before we go into production. For our first collection, Marvin, an influencer known as @futurist, posted a style asking for feedback. The community submitted 12,000 responses. That is truly sensational!

Is it possible to predict sales based on these responses?

I am afraid not. That would be too easy. Sadly, community does not equal conversion. The product needs to meet very high standards and our learning is that it cannot be too normal. Special features are absolutely crucial, which is why influencers need someone who can create more sophisticated designs. These are not merchandising collections!

Will there be a dedicated marketplace or will each influencer market their collection independently?

Yes, we are creating a marketplace where each of the 18 influencers with whom we are implementing projects in 2023 will have their own landing page. Yet primary traffic is generated by the creators themselves. We are impressed by how well this setup works, and a return rate of only eight percent shows just how efficient the system is.

Speaking of which, how important is the aspect of sustainability?

Sustainability in the sense of certain organic cotton certificates is not a priority, and there is little interest in detail on the part of customers. Nevertheless, it goes without saying that the products are produced fairly and professionally in Europe, because none of the creators would want it any other way. The fact that we hardly hold any stock and mainly operate in limited drops is probably the most important aspect. This allows us to work precisely and keep the brands clean.

More than standard merchandising items: Talents Domain produces small, on-demand drops for creators in Europe.

Marvin, aka @futurist, commands a large community on TikTok, making him the perfect first testimonial to position Talents Domain as a full-service supplier for influencer collections.