The fashion industry frequently encounters criticism for its environmental impact and impersonal practices. Cider’s progressive and community-centric strategy has advanced the fashion industry’s approach to environmental impact and personal engagement. At the forefront of this initiative is Mengyu Li, Cider’s head of branding and marketing. Li’s approach minimizes waste and builds a vibrant community among Cider’s customers, transforming how fashion brands interact with their audience.
Inside Cider’s New Production Model
Li introduced a bold vision to Cider: to overhaul the fast fashion industry. Traditional fast fashion models often result in substantial waste, with industry averages indicating that approximately 20% to 30% of inventory remains unsold. To address this, Li implemented a pre-order system that gauges customer interest before production begins.
“We started Cider aiming to transform the fast fashion industry,” Li explains. “We put new arrivals ‘on the shelf’ without actually producing them, so we only manufacture items that gain enough popularity. This approach has allowed us to reduce unsold inventory by 60%, surpassing the industry average. Additionally, we’ve cut supply chain costs by 13%, which is notably higher than the typical 5% to 10% cost reduction observed in similar case studies.”
Li’s sustainable model minimizes waste and ensures that production closely aligns with consumer demand. It benefits the company and the environment, positioning Cider as a responsible brand in a crowded market.
Addressing Challenges in the Pre-order System
The pre-order system comes with a downside: delayed shipping and delivery times. To address potential customer dissatisfaction, Li clearly communicated this on Cider’s product page, stating that by participating in the pre-order system, customers are not only waiting longer, but also contributing to environmental sustainability. Additionally, throughout Cider’s branding and website, Li emphasized their commitment to protecting the earth and helping customers feel good about their role in supporting a responsible and eco-friendly brand.
Li’s contributions have been pivotal in this effort. “We make it a priority that customers are aware of the pre-order nature of our products and provide regular updates on the status of their orders,” says Li. “This transparency has helped build trust and maintain customer satisfaction despite the longer wait times.”
Additionally, Li’s community-driven approach requires continuous engagement and interaction, which can be resource-intensive. Li has built a dedicated team to manage its social media presence and community interactions, ensuring that customer feedback is promptly addressed and integrated into the product development process.
How Cider’s Practices Are Reshaping Fashion’s Footprint
Li’s pre-order system and sustainable practices at Cider are catching on in the fashion industry. Through this model, she has created a method that reduces waste and appeals to eco-conscious consumers. This approach allows Cider to produce only those items that have garnered enough customer interest, which cuts down on unsold inventory.
Under Li’s leadership, Cider has also influenced other ethical fashion brands, such as BloomChic and AHA Selected, which are increasingly implementing pre-order systems for limited-edition items. This strategy helps manage inventory more effectively and aligns with the growing trend of transparent and sustainable business practices. Li’s work proves that these advanced approaches can successfully meet the demands of conscious consumers and set new benchmarks in the industry.
Building a Loyal Gen Z Customer Base for Cider
Engaging the core audience is crucial for any brand’s success. For Cider, this meant targeting the Gen Z demographic, known for their unique fashion preferences and digital savviness. Li’s strategy focused on Gen Z’s aesthetic interests—Y2K, cute but sassy, and retro and cool—and effectively utilized platforms like TikTok and Instagram to connect with them.
“Our prices are just right for young people, and TikTok was becoming really popular in the U.S. around 2020,” Li recalls. “Using TikTok helped us grow the brand quickly because most of its users are Gen Z.”
Under Li’s leadership, Cider became one of the first Chinese e-commerce brands to capitalize on TikTok to build brand awareness, setting a trend that many others would follow. The brand’s creative Instagram branding practices, such as “Drop of the Week” and “Fun Thursday,” also became popular approaches to customer engagement.
Li’s understanding of social media dynamics and aesthetic trends helped Cider find a unique space in the fast fashion market. Cider attracted a loyal customer base by offering affordable and trendy options that resonated with Gen Z. The brand’s appealing and interactive social media presence, featuring customer showcases where users share their Cider outfits and experiences, further strengthened this connection.
This approach has set a trend for companies targeting younger audiences. Brands across different sectors, including apparel label Kollyy, and jewelry brand Maison FouFou, now use similar social media strategies devised by Li to connect with Gen Z. Companies use TikTok and Instagram to connect with younger audiences, promoting a sense of community and building brand loyalty. The success of Cider’s community-driven method shows how powerful this strategy can be, motivating other brands to develop engaging and interactive content that truly resonates with younger consumers.
Beyond Social Media: Cider’s Unique Community-Driven Approach
Cider’s community-driven approach extends beyond social media and influencer collaborations, thanks in large part to Li’s contributions. The brand’s website, under Li’s direction, categorizes clothing by moods—feeling cool, feeling cute, feeling elegant, and more—rather than by traditional collections. This categorization helps customers shop based on their emotions, building a deeper emotional connection with the brand.
Li’s influence is also evident in Cider’s interactive marketing strategies. Initiatives such as the “Thursday of Fun” on Instagram and the “Meet our #CiderGang” sections were developed to provide platforms for customers to engage with the brand in personal and meaningful ways. These strategies, driven by Li’s vision, enhance customer loyalty and create a vibrant and compelling brand image.
Creating Authentic Connections
Cider’s emphasis on community building is a core strategy driven by Li’s vision. Unlike traditional top-down marketing methods, Li leverages micro-influencers and actively involves customers in the brand development process. Many customers recall seeing recommendations for Cider from small influencers or even their own friends on social media when the brand was first launched. This approach felt more authentic and convincing, as it came from people with good fashion sense in their immediate circles rather than from big influencers, who are often seen as part of a typical marketing strategy. This grassroots method enhances authenticity and fosters a strong sense of customer trust and belonging, allowing Cider to build deeper connections with its audience.
“We find more than 10,000 micro-influencers with fan counts under 20k to collaborate with,” Li explains. “They often work with us for free, simply in exchange for our clothing. This strategy has resulted in a return on investment of 3.5, much higher than the industry standard of 1.2.”
Li’s approach to influencer marketing is exemplified by the success generated when Jennie from BLACKPINK posted a picture wearing a $16 Cider top. The item quickly became a best-seller and nearly sold out in all sizes, demonstrating the effectiveness of Li’s marketing strategies and the impact of influencer partnerships.
Additionally, Li fostered a tight-knit community on platforms like Discord, where customers provide feedback and participate in the design process. This interaction transforms customers from passive buyers into active participants, enhancing their connection with the brand. Inspired by Li’s model, brands across various sectors such as Maison FouFou, a popular jewelry brand, as well as Halara, an athleisure clothing brand, are now using platforms like TikTok and Instagram to build vibrant online communities.
The Cross-Industry Impact of Cider’s Community Marketing
Li’s approach at Cider has influenced marketing strategies in other areas like technology and beauty. Micro-influencers and community-driven marketing have helped these sectors build strong, authentic connections with their audiences, leading to higher engagement and loyalty. In technology, companies are partnering with technology enthusiasts who have dedicated followers to promote new gadgets and software. This strategy, similar to Cider’s, focuses on smaller influencers who can engage their audience more genuinely.
In the beauty industry, brands use micro-influencers to showcase products through honest reviews and tutorials. This method resonates better with followers compared to traditional celebrity endorsements, building trust and credibility. Li’s creative use of social media at Cider shows how connecting with consumers personally can be powerful. Other sectors are now adopting this approach to improve their marketing efforts.
Li’s Art Exhibitions: Creating Comfort and Connection in Urban Spaces
Li’s role at Cider extends beyond fashion into the realm of art, where her exhibitions shape her approach to community and customer engagement. Projects like “Cotton Candy and the Daydream” and “Room for Tea” emphasize childhood playfulness and human connection, creating urban safe spaces that offer comfort and interactive engagement.
“I wanted to create something that brings people warm feelings and a comforting experience,” Li shares. “Our society feeds people so much stress and anxiety, and I wanted to provide an escape from that.” This commitment to fostering connection and comfort through art mirrors her approach at Cider.
By integrating these values into Cider’s community-driven strategy, Li has enriched the brand’s engagement with its audience. Just as her art exhibitions invite viewers to connect with their emotions and find solace, her work at Cider creates an authentic and engaging experience for customers. This holistic approach—blending art, emotional connection, and community-building—has been instrumental in redefining Cider’s brand identity and deepening its relationship with consumers.
Shaping a Connected and Sustainable Fashion Industry
Li envisions a fashion industry focused on meaningful connections and environmental responsibility. Her work with Cider and her art exhibitions reflect her commitment to creating experiences that resonate personally.
Using her skills in branding and art, Li continues to influence the fashion industry. “I hope brands and customers become more connected, and fashion contributes to positive change,” she says. As Cider continues to grow, Li’s forward-thinking approach is set to significantly influence the industry, demonstrating that a community-focused strategy is not only essential but also pivotal for future success. Her vision illustrates how fashion can be both a force for personal connection and a catalyst for positive environmental impact.
