Jane Herman, the creative force behind the women’s denim label The Only Jane, ventured into the Substack realm a year ago with her newsletter, Jane On Jeans. This platform became a space where she scrutinized other denim brands and dispensed sartorial advice. However, it wasn't until April that she spotlighted her own creation, the Georgia Jeans, in her posts.

"I aspired to offer my readers a superior denim choice," Herman reflects. "Why not one crafted by my own hands?"

Herman is far from the solitary designer discovering the potent customer acquisition possibilities inherent in personal websites, blogs, and email newsletters. Substack, in particular, has seen a burgeoning adoption within the fashion industry. This phenomenon recalls the golden era of fashion blogging, prior to the omnipresence of social media. Early adopters include industry titans such as Tory Burch, alongside beauty luminaries like Bobbi Brown.

"Last year marked a significant influx of fashion founders and designers onto Substack," notes Christina Loff, Substack's head of lifestyle partnerships. This surge transcends mere growth trends, suggesting a profound appeal in establishing direct communication with consumers, a stark contrast to the ubiquitous social media campaigns. "Audiences are weary of incessant marketing; Substack offers a sanctuary from the relentless bombardment of promotions and advertisements," Loff adds.

Substack's appeal is quantifiable. The platform has witnessed an 80 percent year-on-year increase in fashion and beauty subscriptions, with over three million paid subscriptions and more than 35 million active subscribers. This "critical mass" of engaged readers presents an alluring prospect for designers aiming to captivate new audiences.

For Herman, Substack fills a void left by the closure of specialized retail havens like her father’s renowned Los Angeles boutique, Ron Herman, which shuttered in 2023. "People frequently ask me where they can find the best jeans, and I find myself at a loss," she laments. "Retail establishments are vanishing. Yet, shopping on Substack mirrors the traditional retail experience, where buyers curated top-tier attire from various brands, with store personnel often contributing their own creations."

Herman's approach to her Substack postings reflects this ethos, paralleling how her mother once sold her jacket designs in her father's store. She is adamant that Jane On Jeans should not devolve into a mere marketing instrument. "It's a testament to my enduring passion for denim," she asserts. Herman routinely shares affiliate links, allowing readers to purchase the items she showcases.

Since its inception in 2017, Substack has garnered a reputation for authenticity and genuine user-generated recommendations. It has emerged as a platform where influencers, editors, and stylists offer their unsolicited endorsements, and aspiring writers publish candid, informal narratives that would typically elude traditional media outlets.

Meg Strachan, the founder and CEO of jewelry brand Dorsey, inaugurated her What I Put On Today Substack in January 2023. Over the span of a year, she has amassed over 13,000 subscribers. "People would DM me on Instagram, inquiring about my attire, but sharing links there was cumbersome, and Instagram stories vanish after 24 hours," she explains. "I realized that a link on Substack could remain accessible indefinitely."

Strachan exclusively dons her own jewelry designs in her outfit breakdowns but consistently features an array of other clothing brands. While she occasionally delves into her role as the company's leader, she refrains from overtly promoting her brand on the platform. "I aimed to maintain a distinction between the brand and the newsletter," she says. "A Substack that feels overly commercialized faces a potential backlash."

The Essence of Personal Connection

Given that users selectively subscribe to content on the platform, akin to choosing personalized email marketing, there's a risk of landing in the spam folder. Instead, Strachan observes, subscribers crave an intimate glimpse into the lives of those they follow. "I've never browsed Instagram and felt uplifted, but Substack offers a captivating dive into personal narratives," she remarks. "It's more about the unvarnished reality of those you follow."

This phenomenon, perhaps dubbed 'influencer fatigue' or social media burnout, underscores the burgeoning appeal of fashion Substacks, reflecting a collective yearning for deeper, more meaningful online engagements. Viv Chen, the fashion scribe behind The Molehill Substack, attests to a "genuine hunger" for long-form content since joining in 2021.

"People reminisce about the personal blogs of the 2010s," Chen observes. "We are so inundated with visual content that a return to written expression feels inherently more authentic." This authenticity resonates with designers and brand founders willing to divulge personal anecdotes and industry insights, often presenting a stark contrast to the glamorous facade.

Substack offers a unique proposition: the ability to directly engage with followers and retain control over one's email list, an asset beyond the reach of current social platforms. This becomes especially pertinent in the context of potential TikTok bans in the US and global news bans from Meta. The long-form nature of Substack necessitates a departure from conventional social marketing tactics.

Clare Vivier, founder and creative director of handbag and accessories brand Clare V, finds this aspect particularly exhilarating. "I began with a blog and felt a wave of nostalgia upon discovering Substack's potential for in-depth communication," she recalls. Vivier launched her Substack last month, inspired by a conversation with Strachan. She plans to share her entrepreneurial journey and outfit analyses with her audience. "This platform will benefit the brand while also serving as a medium for personal expression," she concludes. "I am wholly immersed in this brand, ensuring an authentic narrative, no matter the outcome."

How Substack Can Elevate Your Dry Cleaning Business

In the competitive world of dry cleaning, staying connected with your customers is crucial for success. Substack offers a powerful solution by providing a direct and engaging communication channel that can help your dry cleaning business thrive. Through regular newsletters, you can share valuable tips on garment care, highlight exclusive promotions, and showcase success stories, all of which build customer loyalty and trust.

With Substack, you can educate your clients about the benefits of professional dry cleaning services, introduce new offerings, and address common concerns, ensuring your audience stays informed and engaged. This personalized approach not only enhances customer relationships but also fosters a community around your brand, setting your business apart from the competition. By leveraging Substack, your dry cleaning business can cultivate a loyal customer base and drive long-term growth.