Everlane uses its current Instagram account to share behind the scenes photos of headquarters and product shots with its 204,000 followers. On Tuesday, the retailer will launch a new Instagram, @EverlaneStudio, as a space for new product launches, initially shoes. There’s one caveat: the Instagram will be private. “It’s a micro-community that we’re hoping to build,” said Red Gaskell, head of social. The company will give its followers access to product before wide release and look to the account as an incubator for feedback.
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