Dovetail Workwear will be launching its new, robust line of women’s workwear via a live video event that is powered by Brandlive on Wednesday, July 11th at 11:30am PT. This will be the first full line of apparel offerings from Dovetail, featuring a variety of pieces crafted specifically for women with physical jobs like landscapers, welders, studio artists, and more.
This live event will also be the first major marketing push that the workwear brand has taken on since a successful pre-sale campaign in 2017. Kate Day, the brand’s co-founder along with Kyle Marie Begley and Sara DeLuca, says that the goal of using live video for this launch is twofold: for starters, they are hoping to encourage buyers, PR professionals, and interested consumers to swing by their booth at the Outdoor Retailer show this summer. More broadly, they want to expand the Dovetail brand beyond solely direct-to-consumer and into retail.
“The dynamic, real-time nature of live video will help people get to know us better, ask direct questions, see our apparel products in real time and in 3D, etc.,” says Day. “Plus we greatly value the communication feedback loop we have started with our customers about the problems and opportunities in women's workwear, so we're excited to see how live Q&A advances that objective.”
And for a brand like Dovetail, doing a live launch is about more than releasing its new apparel line and driving interest at a show. In an industry that Day says tends to “shrink and pink” women’s workwear, the Dovetail co-founders are committed to improving the resources available to females who get their hands dirty for a living, and believe that live video will help them to amplify that mission.
“We’d been thinking about using Facebook Live to launch this line, but once Brandlive was explained to us, it seemed like the perfect platform,” Day also shares. “Not to mention that we have limited resources and are wearing all the hats ourselves. It feels like the right move to work with Brandlive and know that we’re in good hands.”
A couple of hours before the Dovetail launch on July 11th, Brandlive will be hosting a live “behind the scenes” event as part of its new Launch with Live series, showcasing Dovetail’s preparations and interviewing key participants.
“Launch with Live is meant to show how different brands are using live video for integrated marketing campaigns, which the Dovetail launch is a perfect example of,” says Brent Hieggelke, Head of Marketing at Brandlive. “The high quality production will be able to capture how technical their apparel is, and Brandlive’s real-time interaction tools are truly meant for the authentic conversations they want to have with their consumers.”
To register and watch Brandlive’s Launch with Live event on July 11th at 9am PT, click here.
To register and watch Dovetail Workwear’s live product launch on July 11th at 11:30am PT, click here.
Heading to Outdoor Retailer in Denver this July 23th - 26th? Come say hi to the Dovetail Workwear crew! Visit the Dovetail booth (# VOS52-SL) in the Venture Out section, or attend the ‘Working Smarter’ panel presentation (Patagonia and Cordura will also be panelists) on 7/24 at 3:30pm, followed by happy hour at the Dovetail booth.
Brandlive provides an omni-channel live video platform for brands and retailers to modernize their training, marketing, and eCommerce events. The end-to-end live video platform enables brands to connect their best product experts and influencers directly to global digital audiences, who can then interact with those experts. Customers such as GoPro, The North Face, REI, eBay, Walmart and Cabela's use Brandlive to launch products, increase eCommerce sales, create innovative live marketing programs, and conduct more cost-effective internal events and training. Brandlive is headquartered in Portland, OR and can be found online atwww.brand.live.
About Dovetail Workwear
Dovetail Workwear started with three women—two with muddy knees and one knee-deep in textiles. Co-founders Kate Day and Kyle Marie Begley owned a residential design/build landscaping firm in Portland, Ore. called Moxie and Moss Gardening. Digging in the wet, Pacific Northwest soil was uncomfortable, their everyday jeans weren’t up to the task and workwear marketed to women was ill-fitting or in stereotypical colors and styles. When they met client and apparel industry expert Sara DeLuca, the three took things into their own hands, designing and producing the Maven pant to address these shortcomings.
In 2018, Dovetail Workwear donated $3,000 to Oregon Tradeswomen to establish The Maven Scholarship Fund to promote women’s access to trades occupations. The company also frequently makes in-kind donations to organizations such as Girls Build, SkillsUSA, and the Bonneville Environmental Foundation.