Mom and former fitness player Sarah Moylan made a temporary sports bra in 2011 with a maternity dress and a hot glue gun, and she hopes to calm her exercise frustration.
The early iteration of the Shefit sports bra concept eventually turned into a thriving industry, face-to-face with many leading brands and landed at this year\'s \"Inc . \"
5000 \"list of private enterprises with the fastest growth.
I sat down with Moylan to learn the secret of her success.
That\'s what she\'s talking about.
After the company\'s 2016 appearance on the popular abc TV show Shark Tank, your own breakthrough growth has begun
Life entrepreneurs try to win the hearts and money of experienced investors.
\"It\'s an important media push on shark tanks, helping us get a huge visibility,\" Moylan said . \".
The infamous shark tank made Shefit a success overnight ---
Of course, this has helped the company\'s sales, which have continued to grow by more than 360% over the past two years.
However, it is Moylan\'s preparation and vision that translates advocacy into a sustainable business.
\"We looked at each episode and wrote down all the questions that entrepreneurs were asked so we could practice,\" Moylan said . \"
While opportunities like shark tanks can bring startups like Shefit to the national stage, maintaining visibility and continuing to reach customers is the main challenge for brands.
While the final details of the shark tank deal need to be kept secret, Moylan said the company had pirated without external investment.
Your goal fitness is an industry that traditionally continues the desire of women.
Moylan does not want to cater to this arbitrary ideal of media support, but wants to attract real women, a concept promoted by brands such as Dove.
\"For a long time, the media and big brands have been trying to tell us what is right and what is the ideal woman,\" Moylan said . \".
\"We want to break these stereotypes and give real women power in all shapes, sizes and abilities,\" Moylan said . \".
Shefit from size AA-
To remove the pre-set bias, I refer to their large size as \"luxury\" instead of \"big \".
Although the concept of marketing to a \"real\" audience seems to be No.
What\'s smarter is that it should be done with care.
Last year, Dove missed the mark of limited edition bottles that were supposed to inspire physical confidence, but were criticized for encouraging women to identify based on their body size.
What\'s the bottom line?
When you make social statements in marketing, authenticity is the key.
Consider whether your information is true or not, and what impact the event may have on your target consumer.
In particular, using strategic partnerships to guide retailers and leveraging the influence and resources of strategic partners that have gained a foothold in retail is powerful ---
Especially in the game 3.
Sports bra market $5 billion.
For Shefit, this means finding a strategic partner at Jeffry Aronsson, which includes Oscar de larunta, Mark Jacobs and Donna
With this level of strategic support, Shefit has bypassed many challenges ahead of schedule --
It often leads to the demand for investment funds, which leads to the emergence of stage companies.
In other words, it is wise for retailers to learn from difficulties
Won the mistakes and successes of those who came to them.
Maintain a direct customer relationship while having a customer relationshipto-consumer (DTC)
Not every retailer has such a model, it is becoming an important retail channel.
Moylan decided to stick to DTC it to control the customer experience and provide better support for their buyers.
They want to avoid crossing too.
Channel conflict.
While this may mean faster growth, they decided to stay away from outside retailers and sell only on their own electronics
Business platform.
Understand the relationship you want with your target customers-
Before, during and after the point of sale--
Is an increasingly important factor in retail marketing.
Finally, it\'s about the product of the course, so that your brand information and customer relationships are dialed in can only take you so far.
Because it works, it is successful in the end.
A study conducted by the Central University of Michigan Sports analysis center, which tested Shefit Ultimate Sports bra with brands such as Adidas, Brooks, mobile comfort, mobile performance clothing, nike and Armour believe that Shefit\'s bra has resulted in a maximum reduction in breast movement compared to other brands.
Finally, all the bad names and-
If a product is not worth the hype, peer-to-peer information will drop.
A key component of marketing is to ensure that the product is ready for it.
Competing with industry leaders is a daunting task, especially for self-serving retailers.
But, as the success of Shefit suggests, it is not impossible.
By seeking quick opportunities
Track success, prepare effectively, take advantage of experienced partners and have a clear value proposition that your product can compete with the best.