Australian brand Tiger Mist has over 1 million Instagram followers and collaborates with celebrities such as Kendall Jenner, Sofia Richie, Anastasia Karanikolaou, and more. Right now there are so many fast fashion brands that have taken over the world like Shein, Romwe, H&M, etc. As well as celebrities who have clothing lines that are popular due to their Instagram followers and influencer relationships.
Above all that competition Tiger Mist still maintains itself as a popular brand all these years later. So how exactly did the company grow from a small brand into an internationally shopped brand?
The Company Was Founded by Two Sisters
The designer for Tiger Mist is Stevie Pallister, who co-founded the store with her sister Allana Pallister in 2008. The sisters felt that they are tired of not seeing clothing that matches their personal style. They also notice that other brands are creating clothes that are too similar to each other.
“What we saw was that everyone was doing really similar styles. We just couldn’t get what we were after.” Pallister told News Corp Australia. “We’re not on-trend, we kind of try to set trends. And that was purely from frustration. We’d have customers requesting certain things and we wanted certain things for ourselves, for our own wardrobes, that we couldn’t get in the market.”
Tiger Mist Was Created As a Purely Online Store
The two sisters realized back in 2008 that social media was becoming the biggest way to market. At the time of launching, Facebook was the top social media company, and brands didn’t use it to help build their traffic. Right now, brands take advantage of social media to build their clientele because millennial and Gen Z shoppers are mostly online.
“We started on Facebook early on … but Facebook is really limited in its reach now, so even when you’re trying to promote your brand it probably only goes out to a small percentage of who actually likes your page,” Pallister said to News Corp Australia.
The Brand Designs Fun Unique Products
The Pallister sisters want to design clothing that is for girls who like to go out and enjoy partying. They create revealing clothing such as party dresses with trademark cutouts, crop tops, skirts, and other merchandise. Their clothes are unique because they’re good for both going out and small events. They are also made with good quality material.
Tiger Mist is Now Sold in Stores
Even though the company creators want to maintain their brand online, they were approached with the idea to sell in-store. Tiger Mist can now be found in the Eastland Shopping Centre. They want to keep the store very modern and tech advanced for their in-person customers.
In the store, iPads can be found for customers to shop online and visit social media pages. Customers can also charge their phones on the charging stations.
“We wanted to create an online experience in a physical space, and we feel like our brand is perfect for a concept like this. Giving some of our local customers the ability to touch and feel our product in the store will add a physical element to their regular online shopping experience with us,” said Stevie Pallister.