Sports Shoes Brand Greats: Old Business, New Way Of Playing

Smart entrepreneurs and consumers alike are adopting a new business model, that is, reducing the low efficiency of dealer manufacturing, because the group can no longer create value-added products, and then sell products directly to consumers at more affordable prices. Wahl is an example of Warby Parker. Recently, rumours have been made that the value of the eyeglasses company has reached 1 billion dollars.

Likewise, sneakers have reason to celebrate. Ryan Babenzyn, Ryan (Babenzien) and Jon Buscemi (Jon Buscemi) co founded in New York Broolyn shoes brand Greats promised to sell the best men's shoes with a price of only $49 to consumers directly, which will subvert the sports shoes industry.

So far, Greats has been focused on selling online through its own website, Greats.com. The brand released the first two products in August 2013 and sold out in just 90 days, which is enough to prove their market demand. After that, Buscemi and Ben Bryan and he began to concentrate on adjusting the production plan. In June last year, the company released a new shoe and began to replenish its two sports shoes inventory. Here's how they learned how to run an electric business and how to build brands since then.

Greats has always reminded himself not to blindly pursue revenue, but to focus on long-term growth rather than improving short-term sales, he said. Although he believes that the company may create a lot of revenue through Amazon and other channels, the brand will not do so for the time being. This strategy will enable them to focus on direct selling to consumers through their own official website, so that they can control brand information on their own sites.

Thanks to what Greats has built up. Brand affinity Although the company was founded soon, it found that 20% of its customers were repeat customers. He also hopes that with the growing maturity of young consumers and the growth of this brand, many consumers will shift their purchase targets from the lower priced ones to the more expensive ones.

In order to build a new shoe brand, he knows that it is very important to win recognition in men's fashion industry, so he contacted his friends in the circle to publicize the brand. As a result, it hasn't been until the new Greats listing, and fashion pioneers such as Nick Wurster Wooster have already sent pictures of Greats shoes on their feet to Instagram, which not only helped the brand to attract the attention of consumers, but also set up market expectations for the Nick. Even before Greats launched a single product, its number of fans on Instagram reached 10 thousand.

So far, it has always been the most effective way for the company to lead the fashion trend, to win customers and public opinion, Co operating with different brands and promoting its limited edition launch has helped the brand to attract new customers. Greats recently co operated with the US brand Parabellum to produce a limited amount of rubber soled sneakers called Wooster. No shoelaces Sports shoes will be produced in Italy, with white as the keynote and the top leather as the main material. Parabellum displayed a number of Wooster sneakers at its store in San Francisco, which helped Greats attract a number of retail customers on the west coast. Before that, they probably did not enter the market at all.

In addition, they spend about half of Facebook advertising on mobile devices, which generally have lower advertising rates than computer pages, and then redesign the website's mobile product pages, so that users can easily add products to shopping cart based on navigation. This mobile strategy worked well - on the day of the Rosen listing, orders for mobile devices accounted for 52%.

　　 Greats There are many ways to explore and learn, but they are very enthusiastic about the future development. In the coming months, the company will focus on enriching product mix, and derive two new shoes based on the best seller Bab, which will further expand this model and then introduce a more expensive Italy sneaker. The upcoming cooperation will reduce the brand and more potential customers. On the other hand, it will also help Greats's team to have a clearer understanding of the possible effects of international expansion.