A little over a week ago the President & CEO of Allen Edmonds, Paul Grangaard started a Q&A thread on Reddit, one of the more interesting things I’ve seen a brand do in a while that didn’t follow the typical pattern we see brands following on the internet today.
It was smart for a couple of reasons. The first is that he connected with a network of people who are already passionate about menswear. There are a plenty of groups like this online, but a subreddit made sense in this instance because you can communicate immediately with a subset of people with a focused interest; no audience or status required. Read more