Website Closers® presents a popular brand within a highly evergreen niche. This 5-year-old eCommerce offering is based within the Shapewear niche and has cultivated a dedicated following among various social media channels. They have 11 premium waist trainers, wraps, and body gloves, and an astounding total of 350 SKUs thanks to their wide variety of product variations and patterns. Their Average Order Value is a notable $78, and their 29% Repeat Order Rate serves as a great indicator of their high rate of customer satisfaction.
Shapewear is an incredibly evergreen vertical, having seen a wave of interest thanks to influencer and celebrity endorsements, and marketing efforts centered around the body-positive movement. In 2020, the global market was worth $1.9 billion, with North America having the largest revenue share of about 38.8%. Shapewear has become a great way for women to improve their confidence and sense of self-worth, and thanks to innovations in the market, they’ve also become much more comfortable and practical to wear throughout everyday life.
It’s no surprise, then, that through hard work, the company has seen the level of success that they have. They offer a variety of shapewear to suit different body types, and endorse a message of self-love, femineity, and learning how to accept and embrace your body. They’ve actively worked to build not just a consumer base around their brand, but a community that encourages each other to be their best selves.
They run several social media accounts, all of which have been thriving thanks to their message and consistent activity. Their Instagram account has over 46,000 followers, their private Facebook page has over 30,000 members, and their YouTube channel has been by far the most successful, with over 181,000 subscribers and a staggering 18 million views. They also have over 54,000 subscribers in their email database, which they take advantage of through flows set up in Klaviyo.
The company has a high rate of organic traffic, which they supplement with other forms of marketing. They run advertisements on Google and Facebook, have a simple affiliates program in place, and partner with a few influencers in order to attract new consumers on social media. They also have a SEO program, which uses content software to determine what topics and keywords to use, and helps them decide on the content to email to their customers and subscribers. All of their marketing efforts have led to an average rate of over 80,000 visitors to their website every month, and made them incredibly popular within their niche.
A buyer could scale the business in many ways, such as by expanding the company’s SKU offerings. There are many products that their demographic would be interested in, including corsets, tummy slimming creams, and compression wear. These products are highly in demand within the shapewear niche, and would drastically increase the company’s sales if implemented.
They could also add a “bootcamp experience” and sizing program service to their website. The bootcamp experience would provide customers with a hands-on, 30-day walkthrough on ways to improve themselves, and the sizing program would both help customers figure out which waist trainers best fit them, and coach customers through the shaping process. Other female-centric brands within related markets often see fantastic success by offering these services, so by incorporating them into the company’s own business model, they would likely see similar results as well.
The company could also refine their already excellent marketing campaign by better utilizing their YouTube channel, and expanding their social media presence onto other platforms. TikTok in particular is ripe with potential, as not only is it popular, but it also offers the opportunity to go viral. If one of the brand’s videos gets enough attention, interest in their products can soar, and they can grow to be one of the most recognizable businesses within the shapewear market.
Expanding onto other online sales channels would also be profitable, as websites such as Amazon, Walmart, and eBay are all used by millions of people around the world. The company can use PPC, targeted advertising, and their existing reputation to direct attention to these new channels if they choose to establish them, diversifying their profits and giving them access to more consumers than ever before.
The shapewear market is prospering among customers who want to feel more confident in their own skin, and achieve the body that they’ve always dreamed about. Celebrities like Kim Kardashian already endorse the market, and as it becomes better associated with the body positivity movement, demand is bound to grow with each passing year. This acquisition has already established themselves in this burgeoning industry, giving them an edge with their fantastic reputation, great products, and commitment to a wonderful message.
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