“We started brainstorming about, ‘What do we want to do in 2024 to really try and capture that savvy Gen Z or millennial, and help serve them in a way that we’re not serving them today?’” Crowell said, adding that Sam’s Club began its collaboration with Bader roughly 18 months ago. Crowell and his team turned to Sam’s Club’s “Member’s Mark Community,” a network for customers to offer feedback on new or existing products, and noticed many shoppers complaining about not being able to find apparel in their size when browsing the aisles at Sam’s Club, he said.
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“There’s this idea that to get fashionable and quality clothing, you either have to pay a lot of money for it or you have to source it through some of these fast-fashion brands where maybe quality isn’t there,” he said. “But that isn’t true. So, when we started developing the line, it was like, ‘What if all these items were under $30, and we just provided the right size at the right price?’”
Since the “Edited by Remi” collection dropped online last Tuesday, Sam’s Club has seen a “significant uptick” in consumers heading to the apparel section of the brand’s website and app, with much of that increased traffic coming directly from TikTok and Instagram, Crowell said. Indeed, two of the best-selling items in the collection thus far are a denim skirt and mesh long-sleeved shirt worn by Bader in her TikTok video announcing the launch of the line, he said.
Many people jumping from Bader’s content to the Sam’s Club site are signing up for a membership in order to purchase items from the clothing line—and most of those new members are buying multiple pieces, Crowell said. “We’ve even had some customers that signed up and became members buy the entire collection in one basket,” he added.