stitch fix

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In the early months, Stitch Fix did not have enough money to do advertising. This was a good thing. Start-ups today often have A or B round money to spend on demand generation ad programs.  I like the idea of running a start-up without advertising – for a while at least. It puts employees and consumers in charge of marketing. Not agents. Creative directors, media buyers and English majors shouldn’t be responsible for new product success.

When there is no start-up ad budget, there are no false prophets. Just product and consumers.

Advertising is an accelerant to be introduced when the product is right. When the product meets pent-up demand.  Ads, done well, are also expensive. Ads done poorly can also be expensive, by making the company look gooberish. Unprofessional.

Just as France has a moratorium on media 24 hours before an election, start-ups should have a moratorium on advertising for the first 6 months.

Peace.

 

 

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stitchfix

I’ve been writing a lot lately about how brand strategy is the perfect intersection of customer care-abouts and brand good-ats. Earlier this week I posted that it’s best to have good-ats as part of company DNA rather than just build them based on customer needs research.

Enter Stitch Fix, a very cool clothing start up that melds the best of the online web retailing with features of brick and mortar clothing stores. Stitchfix has built its business around convenience, surprise and renewal. It’s genius. And addictive.

The brand planner in me loves what I interpret as the company’s three brand planks: “personalized,” “better every time,” and “on your time.” This organizing principle for product, experience and messaging is unique and, if done well, highly defensible.

The website lists these three things as benefits, which is another word for care-abouts.  They are presumably brand good-ats but time will tell. This is a case where a start-up has to build the good-ats as the business matures. And course-correct in real time.  But you can see how having a plan, an organizing principle and commitment to brand strategy can make it work.

If Stitch Fix gets benefit delivery right it is going be a high-flier.

Peace.

 

 

 

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