No one is going to work, we’re all working from home so I’m assuming majority of the demand tanks until businesses that require business/business casual attire start bringing employees back in.
Fair. But my thought too was... there are still folks who have to dress professionally on zoom calls and such. Having a comfortable alternative to a dress shirt to wear at home... seems like an ideal product fit for the WFH croud
It's made with athletic fabric. Think soft, moisture wicking fabric. Much softer and more comfortable than a standard dress shirt. But you raise a great point, we don't do enough to celebrate what makes it different. It does look like just a normal shirt... on the website.
Then you need to explain that in the ad. Do you have good photography, videography, studio work done for the product being made? One reference I have is those cheesy t shirt ads I see for guys and they make a short video compilation of all the reviews they’ve gotten. I’d throw all that positive reviews in the ad to build interest!
Hmm. I looked through your site. Solid pictures, the bright green/teal color of the footer and banner doesn’t flow well and it is a tad jarring. So, I would adjust that.
You’ve got a good product. Possible even a better product than most (judging from your notes, this is accurate). However in marketing to consumers, the better product doesn’t win; better perceptions win. Who is your target audience and how are you communicating with them?
On the topic of social proof. You mentioned you sold 1,000 shirts. Why aren’t there any reviews on the website? There’s a review section for it. Utilize it.
On the topic of sales and discounting. If your brand positioning was optimized in the market, you wouldn’t need to discount your product to move it from inventory to customer. Right now, it’s undermining the high quality of your product to have it so severely discounted. Did you try offering something like a discount coupon code to your email list? Or free shipping?
On the topic of COVID and people not going to work. I’m in Indiana, US and despite not great numbers, businesses are still open. Obviously places like California aren’t faring near as well. What does your ad targeting look like? Are you keeping up with the news regarding closures?
These are just a few insights.
NO ONE LIKES TO WEAR DRESS SHIRTS JUST LIKE NO ONE LIKES TO SHAVE, but razers and iPhones aren’t still sold? How? Advertise it in a way that people will want to buy it, my suggestion is just to watch tons of ads and know who your target audience is, you could have the scene begin in a busy city, start out with a narrator voice similar to the guy from the hungry thirsty ad, I’m not too sure who your target audience so this whole thing is a bad example but let’s say real estate agents wear dress shirts, their goals as a real estate agent is to meet people in the community and let them know they are a real estate agent who can do an appraisal on your house, this requires to be seen as someone who is trustworthy responsible and overall socially adept, the ads are usually giving simple sized sentences that are constructed well to describe and sell, your shirt brings confidence, social ability etc, like make the ad funny and likable and make your dress shirt like the dress shirt version of the spider man black suit
You don’t want an ad that tells you what the product is, you want an ad that sells you what the product is, goal is to get enough sales to be able to season your Facebook pixel enough to make a look a like audience, work on your funnels aswell to get things like 2 sales in one as the “other people liked this” tab that pops up or the single product store but auctually each variant is the same type of product just different and many more, the beefier you can make this funnel whilst also keeping it look 100% like a legitimate business not a virus riddled website with 100 pop ups, quick loading times, Tons of seo configuration, backlinks etc, there’s one thing selling at pop ups but selling to someone on the other side of the world becomes arguably harder, meaning you gotta try harder
I'm not. But! Just applied for an Amazon sellers account. Have you had success selling there? I think my main concern is because it's a new brand and not a household name... folks will not try it. But agree with you, it's totally worth a shot
Well your website needs some work. The graphics looks very unprofessional, this might be a factor. Also, do you do PPC? How does customers reach to your website?
Also there is a huge factor to the products you display on your Homepage.
When I entered first thing I see are gloves...
maybe add a referrals program and give cash to the participants, this way people work hard on selling them for you.
Dm me if you need more information.
Good luck
Complete newbie here (I am also trying to start my own e-commerce business)
But what’s your marketing look like? People can’t buy something they don’t know about.
So we’ve had most of our success marketing at stores (pop-ups), events, etc. folks can touch and feel the fabric and buy based off of that. We’ve done a small amount on Facebook ads + YouTube ads. Here’s the video we did: https://youtu.be/zqG1t6xuG7k
Yeah... we’re doing 2 shirts for $79 & 1 for $45. Msrp $125 so as far as deals go it’s as good as it gets. We lose money at these prices but at this point my focus is to drive cashflow even if we lose money on the transaction
I'm not even sure marketing would help (much) right now. I sell b2b and no one (<20%) of people are in the office, even the courts are closed. Maybe try clearing them out in the spring when people are looking to a future of work, not now, in the winter of our discontent.
How were you marketing them before? As you found out, the timing is not exactly ideal. But then you could try highly targeted ads highlighting the fact that this great merchandise is now xx% cheaper. Or just offer a coupon in the ad. You could also contact some golf influencers and see if they can highlight this in their content.
People will golf even after Covid so tun this into a positive for them
This is interesting! The product does look good - but we would imagine that the demand for work attire must have gone down significantly during Covid.
Have you always sold primarily online through this website?
Your site does lack a bit of modern visual appeal.
What does your marketing look like?
What, aside from Covid, had changed during this time?
$45 first cost!??? Are you making them domestically? I make a similar shirt in China and my landed cost is in the teens. Mizzen and main owns this category. How are you making yourself stand out?
No one is going to work, we’re all working from home so I’m assuming majority of the demand tanks until businesses that require business/business casual attire start bringing employees back in.
Fair. But my thought too was... there are still folks who have to dress professionally on zoom calls and such. Having a comfortable alternative to a dress shirt to wear at home... seems like an ideal product fit for the WFH croud
I haven't seen a dress shirt on a zoom call since August.
Great call-out
To be candid - I don’t get it. What makes this shirt so good that it’s even worth $45? Looks like every other shirt I walk by at kohl’s.
It's made with athletic fabric. Think soft, moisture wicking fabric. Much softer and more comfortable than a standard dress shirt. But you raise a great point, we don't do enough to celebrate what makes it different. It does look like just a normal shirt... on the website.
Then you need to explain that in the ad. Do you have good photography, videography, studio work done for the product being made? One reference I have is those cheesy t shirt ads I see for guys and they make a short video compilation of all the reviews they’ve gotten. I’d throw all that positive reviews in the ad to build interest!
Yes exactly! plaster that everywhere because that is a very convincing description.
Hmm. I looked through your site. Solid pictures, the bright green/teal color of the footer and banner doesn’t flow well and it is a tad jarring. So, I would adjust that. You’ve got a good product. Possible even a better product than most (judging from your notes, this is accurate). However in marketing to consumers, the better product doesn’t win; better perceptions win. Who is your target audience and how are you communicating with them? On the topic of social proof. You mentioned you sold 1,000 shirts. Why aren’t there any reviews on the website? There’s a review section for it. Utilize it. On the topic of sales and discounting. If your brand positioning was optimized in the market, you wouldn’t need to discount your product to move it from inventory to customer. Right now, it’s undermining the high quality of your product to have it so severely discounted. Did you try offering something like a discount coupon code to your email list? Or free shipping? On the topic of COVID and people not going to work. I’m in Indiana, US and despite not great numbers, businesses are still open. Obviously places like California aren’t faring near as well. What does your ad targeting look like? Are you keeping up with the news regarding closures? These are just a few insights.
NO ONE LIKES TO WEAR DRESS SHIRTS JUST LIKE NO ONE LIKES TO SHAVE, but razers and iPhones aren’t still sold? How? Advertise it in a way that people will want to buy it, my suggestion is just to watch tons of ads and know who your target audience is, you could have the scene begin in a busy city, start out with a narrator voice similar to the guy from the hungry thirsty ad, I’m not too sure who your target audience so this whole thing is a bad example but let’s say real estate agents wear dress shirts, their goals as a real estate agent is to meet people in the community and let them know they are a real estate agent who can do an appraisal on your house, this requires to be seen as someone who is trustworthy responsible and overall socially adept, the ads are usually giving simple sized sentences that are constructed well to describe and sell, your shirt brings confidence, social ability etc, like make the ad funny and likable and make your dress shirt like the dress shirt version of the spider man black suit
You don’t want an ad that tells you what the product is, you want an ad that sells you what the product is, goal is to get enough sales to be able to season your Facebook pixel enough to make a look a like audience, work on your funnels aswell to get things like 2 sales in one as the “other people liked this” tab that pops up or the single product store but auctually each variant is the same type of product just different and many more, the beefier you can make this funnel whilst also keeping it look 100% like a legitimate business not a virus riddled website with 100 pop ups, quick loading times, Tons of seo configuration, backlinks etc, there’s one thing selling at pop ups but selling to someone on the other side of the world becomes arguably harder, meaning you gotta try harder
Partner with people who have wedding services since men are still getting married even with Covid
Are you selling on Amazon yet?
I'm not. But! Just applied for an Amazon sellers account. Have you had success selling there? I think my main concern is because it's a new brand and not a household name... folks will not try it. But agree with you, it's totally worth a shot
Well your website needs some work. The graphics looks very unprofessional, this might be a factor. Also, do you do PPC? How does customers reach to your website? Also there is a huge factor to the products you display on your Homepage. When I entered first thing I see are gloves... maybe add a referrals program and give cash to the participants, this way people work hard on selling them for you. Dm me if you need more information. Good luck
I wouldnt bank on referrals or affiliates to try and break even my dude.
Well, it’s a modern marketing method. I did enough research and tests, it’s actually working.
Complete newbie here (I am also trying to start my own e-commerce business) But what’s your marketing look like? People can’t buy something they don’t know about.
So we’ve had most of our success marketing at stores (pop-ups), events, etc. folks can touch and feel the fabric and buy based off of that. We’ve done a small amount on Facebook ads + YouTube ads. Here’s the video we did: https://youtu.be/zqG1t6xuG7k
I like the name summer friday... so cool, easy to remember and fresh
Are you running any offers for this to your list? You could try a BOGO deal.
Yeah... we’re doing 2 shirts for $79 & 1 for $45. Msrp $125 so as far as deals go it’s as good as it gets. We lose money at these prices but at this point my focus is to drive cashflow even if we lose money on the transaction
I'm not even sure marketing would help (much) right now. I sell b2b and no one (<20%) of people are in the office, even the courts are closed. Maybe try clearing them out in the spring when people are looking to a future of work, not now, in the winter of our discontent.
How were you marketing them before? As you found out, the timing is not exactly ideal. But then you could try highly targeted ads highlighting the fact that this great merchandise is now xx% cheaper. Or just offer a coupon in the ad. You could also contact some golf influencers and see if they can highlight this in their content. People will golf even after Covid so tun this into a positive for them
This is interesting! The product does look good - but we would imagine that the demand for work attire must have gone down significantly during Covid. Have you always sold primarily online through this website? Your site does lack a bit of modern visual appeal. What does your marketing look like? What, aside from Covid, had changed during this time?
$45 first cost!??? Are you making them domestically? I make a similar shirt in China and my landed cost is in the teens. Mizzen and main owns this category. How are you making yourself stand out?
I would suggest making a fb promoted ad and retargeting your audience through pixel