By building out a digitized supply chain that also gives feedback to factories on which styles are in demand, Cider is able to use data-driven buying, merchandising, and marketing strategies to create the ultimate flywheel of great selection and great prices. They love the clothes, but also want to put their own spin on the styling. The #cidergang is a global community of fashion-forward Gen Zers that expect tighter curation, higher quality, and an accessible price point. What this means is that while on the surface Cider looks like a direct-to-consumer company, it’s actually a marketplace of global factories that makes it possible for users to have more selection than Zara, at the price point of Forever 21, on-demand, and with minimal waste.Ĭider is also taking a different approach to curation than SHEIN. Cider gives me everything I wish I had decades ago, a huge selection of fashionable clothing, affordable prices, and a pledge to the environment.Īs a digitally-native fashion company, Cider is following the footsteps of SHEIN and building a direct-from-factory marketplace to embrace the future of Real Time Retail. While I’ve outgrown my all-dark colored wardrobe, my own early challenges with finding anything fun or easy about fashion is perhaps what first attracted me to Cider, a new, digital-first fashion brand.
I was intimidated by fashion and used clothes to blend in rather than stand out. There was a time when my wardrobe consisted of identical black and white T-shirts and dark navy pants so that I didn’t have to think about finding a passable outfit each day.
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