Rethinking the Fashion Ecommerce Industry with Brass Clothing co-founders Jay Adams & Katie Doyle
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The Nitty Gritty:
- How emotional intelligence was more important than data intelligence to the cofounders of ecommerce site Brass Clothing.
- Why product is secondary to connection with your customer.
- How the value you provide consistently for the customer isn’t just about the product.
The friendship between Jay Adams and Katie Doyle, cofounders of Brass Clothing, began when they were freshmen in high school. They never imagined they would create an ecommerce fashion line together to satisfy not only their own needs, but the fashion needs of a community of passionate women.
Fast forward from freshmen year to when they were both budding professionals—Jay worked with apparel manufacturers and Katie with online fashion retailers—and shared a mutual frustration with the lack of quality and integrity in the fashion world as well as the toll fast fashion was having on the environment and people’s lives. They launched Brass Clothing in September 2014 with a line of five dress styles to solve the problems they had in their own wardrobes and to take advantage of the opportunity to provide something better to like-minded women.
In this week’s Profit. Power. Pursuit. episode we learn about their unique product development and marketing approach that has fueled the growth of their business.
Unique Approach to Taking The Product To Market
We really were trying to take sort of a minimum viable product approach. Not very typical in consumer products, but for us it was really important for us to test our concept and see if there were other people interested in what we were doing.
– Jay Adams
Taking a minimum viable product approach wasn’t the only way Jay and Katie diverged from other ecommerce sites and consumer product businesses. In the spring of 2015, they were ready to attract more customers with their spring/summer product, but they wanted to do it in a financially feasible way so they used a Kickstarter campaign.
When it came to marketing their business, Jay and Katie continued to buck the trends of ecommerce and focused on connecting with their community rather than rely solely on what the data would tell them to do.
Tap Into People’s Emotions And Their Whys
When Jay and I started Brass, we knew we wanted to make products that women loved. Not only just great clothing, but we also wanted to create a brand that people loved. And really build a community around our brand with like-minded women.
– Katie Doyle
Typically, marketing for ecommerce sites is very data driven. Just lean on Google Analytics to tell you what people want. Jay and Katie wanted to focus on the emotional side. They really wanted to build a community. Connect with their customers. Develop relationships. As a result, emotional intelligence was more important to them than the data intelligence.
Listen. Learn. Adapt.
We’re not about cool-girl fashion, we’re about relatable fashion. We’re about connecting with our customers. We’re about helping her. Providing value all along the entire customer experience. Product, emails to the follow-up.
– Jay Adams
Listening to their consumer base continues to be a priority for Jay and Katie to help improve the product and the Brass Clothing experience. Their best-selling items have nearly 200 reviews, and Jay and Katie assess the feedback they receive from their customers to determine how they can improve. In the podcast they share several ways their products and experience have evolved based upon customer feedback including using models in all shapes and sizes to market their products.
One of the most valuable and special parts about ecommerce and direct to consumer brands is you get to own that relationship and communication with the customer.
– Jay Adams
There’s much more in the full podcast including how content marketing was crucial in the launch of Brass Clothing when Jay’s article, The Myth of the “Maxxinista” went viral, how Jay and Katie enhanced their products by embedding services (see the book by Dave Gray, The Connected Company for more on the concept), and how continuous improvement, even on tried-and-true products, is the key to success.
We look forward to sharing next week’s Profit. Power. Pursuit. podcast with you. Subscribe on iTunes and tune in weekly to learn directly from today’s most inspiring entrepreneurs.