Website Closers® presents a target company that operates 4 separate Brands marketing unique, proprietary clothing direct to consumers. The company got its start launching test websites and then creating websites for products poised to become best sellers. Their specialized socks, t-shirts, hoodies, and yoga pants bring in a nice mix of sales, highly enthusiastic customer reviews, and a growing 18% Repeat Customer Rate across the four websites. Now with more than 36,000+ SKUs and an Average Order Value of $55, the brand’s potential for growth is enormous. A growing email database of subscribers has enabled the brand to effectively upsell new SKUs to their existing customers. This company has immeasurable opportunities to scale, including listing their top selling SKUs on Amazon and launching B2B sales.
Witty and oftentimes comical, their brand voice and slogans make their collections of socks, tie-dyes, t-shirts, tank tops and hoodies appeal to an increasingly wide range of customers looking to make a unique purchase. Before launching each of their brands, they operate “test stores” used to gauge consumer interest and ensure that every storefront is a viable, thriving space – learning this system will be invaluable to a buyer of this business. Once they determine a particular field is ripe for success, the company launches a collection of Print-On-Demand products before ordering the inventory for their top sellers. This strategy enabled the brand to quickly amass a large collection of best-selling products without the downside of having SKUs that simply were not finding an audience.
This industry is a phenomenally lucrative one, and there’s nothing threadbare about it when it comes to profitability. The Global Apparel Market is projected to grow in value from $1.5 trillion in 2020 to $2.25 trillion by 2025, and custom clothiers will be in no short demand amongst those looking to stand out from the crowd. The Custom T-Shirt Printing Market is becoming an economic titan in its own right, having brought in $3.64 billion globally in 2020 with projections to grow by 9.7% through 2028. Custom designed t-shirts and other apparel are riding a wave of popularity among consumers eager to be wearing stand-out clothing made for them. This company fully recognized how profitable those trends were likely to become when they first launched, but since then, a host of other smart business decisions have helped foment customer loyalty and blossoming sales.
The brand’s first website marketed socks with bright colors and comedic slogans, using a vibrant brand voice to secure its position as the go-to retailer for zany, funny, and outlandish footwear. It was followed by two other sites, one marketing yoga mats and attire, and the other providing nature and bird-themed graphic apparel printed on butter-soft fabrics. The fourth site has a wide variety of colorful t-shirts, sweatshirts, and hoodies with specialized designs.
Each brand developed its own top-selling SKUs. Customer feedback throughout all offered brands indicate high satisfaction and excellent word-of-mouth advertising opportunities: Five Star reviews have been the norm across each site as customers rave about the quality of the products, the fast shipping and delivery, and their superior customer service – quality, care and professionalism that transcends separate website brands. They collect these reviews and utilize them to great efficacy on online review sites such as Google and Trustpilot. Their products appeal equally to men and women, with women tending to favor the yoga products while men are the primary buyers for the comical socks and nature-themed apparel.
Because of the nature of their products, seasonality isn’t a risk factor. However, unlike most other businesses, sales peak during the first and second quarter of the year. While most businesses see a decline in sales following the holiday shopping sprees, this company has discovered that ad costs drop substantially at the start of the year, enabling them to use PPC ads to generate new sales. Those ads run on Facebook and Google, and the brand has effectively used media buying to cycle in new collections of products every 30 days with a marketing campaign informing customers that these new products will be available at a certain price for a limited time. Once that window has closed, they move on to promoting their best seller’s collection and then archive the remaining products. This cycle is repeated often.
Marketing in the right niches to drive sales, this company boasts an email database with a tremendous 191,200+ subscribers across its brands. They utilize this to send promotional campaigns as well as successful blog posts that provide informative content and keep their brands at the forefront of customers’ minds. They also utilize comprehensive SEO on all of their websites, resulting in phenomenal number-one Google search placement results for each brand name.
In the highly visual and shifting field of apparel sales, this brand pops with their vibrant social media strategy. Each individual brand account has followers well into the thousands with high interaction rates. Expanding their outreach by tapping into the faddish field of influencer marketing would yield tremendous sales growth, as unboxing videos and custom creations are all the rage on Instagram and TikTok. Utilizing a micro-influencer program that gives loyal customers a small discount in exchange for new referrals has also proven useful for other brands in this niche. These expertly-applied methods have yielded a staggering 278,100+ Monthly Online Visitors spread across each website.
That’s quite a few accomplishments for this company, but there’s much more reach available to this company. The company could begin listing its best sellers on Amazon, which would introduce its most popular SKUs to that marketplace’s giant audience. Additionally, the brand recognition garnered through top Amazon placements could help sell further custom listings. Today, there are already 4,000 monthly searches on Amazon for their yoga and sock SKUs, so Amazon represents an opportunity to boost gross revenue tremendously. Other marketplace opportunities for this type of product include Etsy.com, Target.com and Walmart.com, and adding an Affiliate Marketing Arm to the business would allow a much large funnel by which consumers could find these products.
While the company sells its products primarily in the U.S., they have started testing in international markets such as Australia, the UK, Canada, and New Zealand. Amazon’s foreign platforms would be ideal for reaching more customers in these markets. In addition to global expansions, tapping into wholesale markets could offer further sales through Brick-and-Mortar Retailers in malls, farmers markets, and more.
This is an amazing opportunity to own four websites, each one with a solid track record of financial success and customer satisfaction. With apparel proving to be one of our most stable and evergreen products, this is one brand that won’t wear out over time.
