Andari Fashion · El Monte, CA
Marketing & Product Development
A social media brand launch for a long-standing B2B knitwear manufacturer, built on content pillars, storytelling and short-form video that show apparel clients what the factory can do.
Andari Fashion · El Monte, CA
A social media brand launch for a long-standing B2B knitwear manufacturer, built on content pillars, storytelling and short-form video that show apparel clients what the factory can do.
Problem statement
Andari Fashion is a 35-year-old, referral-based manufacturer that makes Made-in-USA knitwear for apparel clients. Its craft was strong, but the people deciding where to produce could not see any of it: the business had no social media presence, and its processes are hard to explain in a sentence.
The goal was to make the factory legible. Show how the work is done, in the language buyers use, and let competence carry the brand.
Starting point
Voice
Andari speaks as an institution. Interviews use "we" on behalf of the company, so the brand reads as capability rather than one person's journey.
Content explains how things are made, with technical vocabulary used correctly and no promotional hooks.
Every claim is framed around what it means for the apparel client, and captions close on outcomes, not sentiment.
Process
Content pillars & storytelling
I translated the manufacturing process into repeatable content pillars, then wrote each platform's version in its own register.
Behind-the-scenes manufacturing, one station per reel.
Plain-language explainers on gauge, fibers, stitches and construction.
What to prepare, how sampling works, what to expect at each stage.
Thirty-five years of people, milestones and know-how, since 1991.
An eight-slide Instagram carousel, "A Guide to Knit Fibers," from the Knitwear 101 series, and the LinkedIn caption format used for technical posts.
"Material selection is one of the most consequential decisions in garment development. Fiber type and gauge directly determine drape, hand-feel, and durability…"
Opening of a LinkedIn caption, written for peers rather than followers
Short-form video
I turned complex manufacturing processes into short videos and digital content, edited in Adobe Premiere Pro, so apparel clients can see what the factory can do.
Product development
I started at Andari as Product Development Coordinator and moved into marketing as Marketing Associate, so the story on social matches the work on the floor.
A carousel that walks a new client from first idea to finished knitwear, in the same order the product development team works.
Results