Chris is an e-tailer of yoga pants for men with a growing following. A unique product with special powers. But as a fast growing market, it won’t be long before the majors crowd him out with colour, style, range, distribution and advertising clout. So, he has a limited window of opportunity within which to define his Brand Strategy, get intimate with his Customer Segments, expand his tribal following, and learn from his customer base. His supply chain is going to be key here, as is his need to protect his Brand.
acorro comment:
Teakle’s, WarriorOne business is beautifully simple, niche, focused on one product for a clearly defined fast growing global audience. The new male yogi market is ripe for stealing be the likes of Rebel, Lululemon, and 2X with their substantial production and distribution capacity.
My concern is brand and penetration. How does WarriorOne stay in the game? What does the brand stand for: innovation, style or fashion? I‘m not clear on why the product is superior to others:
If its Innovation, push the differentiators: uniquely male by male, level-of or lack-of compression, direction of the weave, odour resistance, see-through avoidance or, support for the boys? Protect your IP though trademarks, designs and patents.
If its Style, spell out the colour-style-accessories roadmap? Are you a premium product and at reasonable price, or the elite product and a premium price; and why?
It feels like its Fashion and Following. So, how are you choosing and utilising your brand ambassadors to really stretch the audience and get maximum reach? Do they have real bind over new male yogi’s or is that only building now? What Yogi events/festivals are you seen at and which studios are you courting for apparel sales/referrals?
Like a tri, there’s a time to ride and a time to sprint. I think it’s time to sprint to stay in this game.
