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Bonobos started with a simple problem
which is: Guys can't find pants that fit,
guys don't like shopping. You had sort of an unflattering, dumpy
lowest common denominator fit you know that we gave the term "khaki diaper butt"
My cofounder identified this problem and created a better fitting men's pant
and my idea is let's see if we can put this product
on the web and create a web driven customer experience. Here we are
two hundred thousand pairs of pants later extending into other categories thinking
about new brands to launch, we really think we've discovered that you can, in fact,
use the web
to build
not just a brand that works, but a brand that potentially works better.
For example we had to create a new category when we went into button-down shirts
and we decided to use Twitter to actually prototype the product.
If you're vertically integrated into the design of your products,
you now have the real- time ability to get input
on things that matter to your customer base and to actually be able to alter your
offering--
to be able to create a new offering.
We've never seen this in the history of design,
where you actually have such a real-time feedback loop from the customer base
about how to serve them better. If you think about one of the core purposes of the web-driven
direct model
it's to create a sense of connection an authenticity between our customers and
our brand.
Think about
the online experience as a bundle
of product and service.
The reality is that increasingly we're gonna see these vertical models
where it's the bundle of the two things that's required to both to deliver value to
customers and to deliver value shareholders. Right?
That's one.
Two isи
you simply cannot win
in creating a brand online
without being great at storytelling...