Nikki Gillialand says, “US fashion retailer Everlane has over 250,000 followers on its main Instagram account.

It’s second, @EverlaneStudio, has just short of 6,000.

While you might assume the latter is merely a social media fail, in actual fact, this limited number of followers is part of a deliberate strategy.

How does it work?

Everlane Studio is a private account that accepts just 100 followers each day.

It offers exclusive online content and early access to new releases, allowing customers to get their hands on items before anyone else.

Alongside this, the brand uses the platform to gauge consumer responses, testing out new products and using the feedback to determine future decisions”.

How Everlane is using an ‘exclusive’ Instagram account to strengthen customer loyalty

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