How One Clothing Brand Is Making Headlines with an Unusual Niche

Niche

It can be hard for a decades-old company to continue to innovate in exciting ways.

Tommy Hilfiger, founded in 1985, has made their reputation through dedication to an “American cool” classic style. The clothing line faltered in the early 2000s as their once-trendy red/white/blue palette and reliance on stripes and bold geometrics fell out of favor.

The Power of Innovation

However, recent innovations at the brand have led to a resurgence, with global sales topping $6.7 billion per year. Their latest move has been an unusual one: creating an adaptive clothing line for adults with disabilities.

The clothes will incorporate features that make it easier for men and women with disabilities to put them on each day and fit them to unique body shapes. These features include one-handed zippers, adjustable hemlines, velcro or magnetic closures, and other items that allow independence and style.

Most clothing in the line adheres to the classic Tommy Hilfiger styles with bold solids, stripes, and blocks of color. The newly launched clothing collection features 37 items for men and 34 for women.

Creativity Equals Gains

About fifteen percent of the world’s population has a physical or a mental disability. When the buying power of disabled individuals is combined with that of their family members, they represent around $6.9 trillion in spending power. Designers who bring their creativity to the challenges of making excellent clothing for this audience have a lot to gain.

What You Can Learn

A few lessons from Hilfiger’s success that can apply to your brand:

Look at who is underserved.

Moving into a crowded playing field can be difficult, at best. Instead of trying to distinguish yourself from the pack where competition is fierce, look at who is not served well by current products. By addressing the needs of these groups, you can carve out a niche for yourself and make an audience for your brand.

Start with a pilot program.

Tommy Hilfiger first created a collection of adaptive clothing for kids last year. When that was a success, they expanded to add the new collection for adults.

Get help from experts.

If you are heading into an area that is new to you, look for guidance along the way.

Tommy Hilfiger partnered with Runway of Dreams, a nonprofit whose goal is broadening fashion choices for kids with disabilities. They also worked on the kids’ line in partnership with adaptive clothing brand MagnaReady.

When working on the adult version of the clothing line, they spoke to a number of individuals to learn about their biggest fashion frustrations. They learned that the big three challenges were adjustability, modified closures, and other factors that made it easy to get in and out of garments. With that knowledge in hand, they built these into every item in their adaptive line.

Doing good does well for you.

It’s hard for fashion brands to make mainstream news. Some brands try to make the cut by doing something shocking, which can yield negative attention that can hurt goodwill for your brand. By reaching out to an underserved audience, Tommy Hilfiger got the attention of the media and got the sort of positive coverage that helps.

Looking where you can fill a need can allow your brand to make a bigger difference in the world. It can also spell increased success for your brand. By identifying these needs, you can provide customers with something they needed but weren’t getting from someone else and build strong and valuable relationships.

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Send Me All the Shoes You’ve Got!

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A growing shoe company sought to stretch their global influence, sending their first salesman to Asia to set up shop. After several days, he sent this dire message: “Bring me back immediately, you’ve made a terrible mistake. People in this village never wear shoes.” Months later, an enthusiastic associate asked for the opportunity to lead an international sales effort, offering to move anywhere. He packed his things and moved to the Asian outpost. After no immediate feedback, the boss began to wonder if they’d made another costly mistake. Soon, an overseas message rang through with joy: “Send me all the shoes you’ve got. I’ve never seen so many prospects!”

They say delayed hope can make the heart sick, but a dream fulfilled is a tree of life. Wouldn’t you like to experience more of the latter? New dreams can enliven enthusiasm and bring fresh joy for the days to come. But often the drudgery of life keeps our backs bent and our steps heavy. We are slaves to the checklist, struggling to lift our eyes above the tyranny of the urgent to see strategic breaks that might be right before us. Do you notice opportunities that others don’t? Do you have a vision for something that is bigger than the status quo? Would you like to?

Opportunity Isn’t Knocking; It’s Passing

Often opportunity isn’t knocking; it is passing. Many days opportunity doesn’t come looking for us; instead, we need to aggressively seek new ideas and perspectives, banging on the door until we finally crash through. Creativity may come in bursts, but often it is something that happens through our ironclad commitment to grow and evolve. How can you grow in resourcefulness or notice opportunities you are currently overlooking?

Team perspective can motivate enormous momentum. Surround yourself with good people, especially those with gifts and experience different than yours. What may seem daunting to you may be an exhilarating challenge for others! If you work alone, consider contracting a consultant to grow your skill set. Or network with a private coach for problem-solving, brainstorming, and peer advising. Often when you are pigeon-holed in one industry, it is harder to see broad-level solutions.

Extreme Differentiation Turns Obstacles into Opportunity

In stretching perspective, don’t just think outside the box, think contrary to the box itself. This strategy, called extreme differentiation, helps you uncover opportunities hiding in plain sight as you note the current gaps in your industry and brainstorm options that are dramatically different than your competitors.  Extreme differentiation pushes you to address problems that your competitors aren’t even considering.

Commit yourself to being someone who tries to see potential in every person and every situation. When it seems you have reached a dead end, take a hope-filled breath and view it as an opportunity to build something better. Richard Branson, the founder of the Virgin Group, gave this example:

Thomas Edison knew a thing or two about turning an obstacle into an opportunity. When he was in his late sixties, his huge West Orange New Jersey laboratory burnt to the ground. Rather than cursing his luck and panicking, he gathered family and friends to marvel at the fire and immediately began planning for the future. Edison started plans for a much-improved lab, seeing the potential for improvement the disaster had presented. He said: “You can always make capital out of disaster. We’ve just cleared out a bunch of old rubbish! We’ll build bigger and better on these ruins.”

Find the good in whatever situation you’re presented with and you’ll be on your way to finding those hidden opportunities.

Why Developing Good Leaders is Critical to Your Business’ Success

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Regardless of the type of business you’re running or even the industry that you find yourself operating in, everyone knows that quality leadership is essential. It’s equally essential for you to realize that leadership doesn’t begin and end with whoever’s name is on the door. Experience goes a long way, but the type of raw, natural talent necessary to become a good leader isn’t something that can necessarily be taught. It’s something you’re born with.

That’s why when you do recognize that you’ve got the makings of an excellent leader working with you, it is imperative that you do whatever it takes to help cultivate and develop that talent whenever possible.

Identifying Good Leaders

First thing’s first: not everyone working for your company has the makings of a good leader, regardless of how you currently feel about them. According to one recent study, only about one out of every ten people have the talent necessary to rise to this status. That means that spotting a candidate isn’t something that is just going to happen every day.

When you do see someone with the qualities of an excellent leader, you’ll know it. They’re usually the first people to arrive and the last to leave. They’re the people who keep a consistently cool head under pressure and who naturally seem to help elevate the rest of their teams to the level where everyone involved is doing their best work. They work incredibly hard for seemingly no reward at all because they just don’t know any other way to go about their day.

When you see someone who fits that description, make a note of it. They’re probably going to be running your business one day.

The Development Process

Once you have identified one of these fabled “good leaders,” the first thing you have to do is support them in any and all ways that you can. Never be shy about feedback, even when it’s critical in nature. The chances are high that they’re the type of person who welcomes constructive criticism anyway. Don’t just tell them what they’re doing correctly; make sure they know what they can do to improve and, more importantly, how they can do it.

Next, challenge them whenever possible. Don’t throw your growing leaders into the proverbial deep end of the pool to fend for themselves, but don’t allow them to simply spin their wheels either. Challenge and adversity are two important qualities that make all of us stronger. Little by little, this person will start to grow and evolve in front of your eyes and your business will become all the better for it.

Looking Towards the Horizon

Finally, remember that good leaders are an investment in the future of your company. Good leaders don’t just help in terms of collaboration and more substantial productivity.  They’re also innovation creation engines at the same time. By taking the time to develop the good leaders in your midsts today, you’re going a long way towards guaranteeing future success for your business.

From Survival to Full Bloom

Growing Flowers

Eliza Blank was tired of the gloomy atmosphere in her cramped New York apartment. Eliza began dabbling with houseplants, and her passion quickly bloomed into a budding small business. In 2012, Blank launched “The Sill” to bring color and hope to stale Manhattan apartments, equipping new “parents” by transforming certified plant killers into botanical aficionados. The Sill works to match the right plant to the right space, offering hands-on coaching that helps “aspiring green thumbs (and potential customers) feel at ease.”

The Sill operates both on and offline, recently opening its second brick-and-mortar shop in New York’s Upper West Side. Last year, sales topped $2 million, and a website redesign doubled online traffic and newsletter subscriptions. But the Sill had a few obstacles along the way. In the first year, the company’s co-founder bailed as Blank hustled to handle marketing, orders, and deliveries. “It was me, a desk, and a computer – I was writing the product descriptions, potting the plants, delivering the plants, and doing everything myself . . . I (sometimes) joke that I’m the CEO, but also the janitor,” Blank says. “I’m still straddling those two roles.”

While Blank credits several factors to her success, education as a service was a key component. Since prospects were often daunted by caring for a living product, the company organized sales around blogging, coaching, and newsletters. “Not everyone who comes to the website is there to shop. We believe it serves us to serve prospective customers through helpful content,” Blank says. As clients gained confidence, sales exploded. Even if blog readers don’t come to buy, Blank believes valuable content is a catalyst, because “we are then top of mind when the time comes to purchase – and the trust is already there.”

Blogging That Brings Business to Life

Perhaps you’ve toyed with the idea of business blogging yourself, but you’ve been hesitant to try. With so much to do, why bother with something that doesn’t yield immediate, obvious benefits? Content and social media can be a cost-effective way to not only complement your print marketing but also to promote your company, grow revenue, and enhance your reputation as a trustworthy resource. Check out these tips from blog coach Gary Dek to make your business blogging easier:

    1. Research competitors’ blogs to learn what works or to strengthen your own unique voice.
    1. Identify your target demographic and blog specifically to this audience.
    1. Publish in-depth resources that answer questions, offer step-by-step guides, and solve specific problems.
    1. Promote your content through social media, direct mail, e-mail, or asking core customers to re-post.
    1. Involve everyone on your team to contribute topic ideas, design concepts, or content submissions of their own. Work to humanize the company in a way that’s enjoyable and fun!
    1. Consider using guest bloggers to put your content in front of new audiences and give you greater influence and credibility.

Drive People Online with Direct Mail Marketing

Want to drive people online to your growing content? One of the best tools to increase website traffic is direct mail. A 2015 Direct Marketing Association study revealed that 78% of people react to direct mail immediately, with 44% visiting the brand’s website and 34% searching online for additional product information. Recent research shows that very active smartphone users are reading more print materials than any other target demographic!

As you grow your online AND offline presence, we’re here to help! As your local printing connection, we’re more than just a contracted vendor; we’re an invested partner, committed to efficiency, precise brand matching, and to the customer care you deserve. Stop in and see us today!

The No Tears Guide to Letting Someone Go

Boxing Desk

Having to terminate an employee is never fun. Even if you’ve had to execute this task hundreds of times over the course of your career, it never gets easier. Everyone understands how devastating and humiliating it can be to lose a job and, as a leader, you must find a way to handle the dismissal in the best way possible.

Come Prepared

Nothing is worse than a manager who is wishy-washy. Go over the employee’s track record ahead of time to confirm the employee’s performance merits dismissal. Ideally, you would have met with the employee previously and given them the proper warnings and a chance to rise to your expectations (think: three-strike policy). Regardless, the employee is going to want a clear answer to why he or she is being let go, and you need to provide a compelling reason.

Before the meeting, get all your ducks in a row regarding termination policies. Be prepared to settle the questions whirling in your employee’s mind: When will he get his last paycheck? Is she entitled to a severance package? What’s the timeframe for clearing out his desk? Before you draw up a termination contract, double check policies to ensure accuracy.

Set the Scene

It should go without saying, but terminating someone in a public setting is the ultimate faux pas. You’re not making an example of someone; you’re making the rest of your team dislike you. Find a private room in the office and shut the door. Silence the phones and computers. The time of day you call the meeting doesn’t matter. Honestly, there’s no “best” time to dismiss an employee. Ideally, get it done as soon as possible since delaying the inevitable makes an already hard situation worse. Once you start the meeting, cut to the chase. Small talk isn’t going to soften the blow. Aim for a considerate tone, but avoid sounding emotional during the conversation.

The Right Way Versus the Wrong Way

There are two ways most termination conversations can go. If a manager does it the wrong way, you’re likely to have the employee react in one of two ways: tears or yelling. Take the following two scenarios:

Wrong Way

Sylvia is called into a meeting where she has to sit and wait for fifteen minutes while you finish a personal phone call. You try the direct approach and tell her she’s dismissed effective immediately. You don’t give her much feedback on her performance and direct her to HR about her final paycheck and insurance benefits. You usher her out of your office in less than ten minutes.

What went wrong here? Sylvia is likely to feel humiliated over the abrupt dismissal. She is confused over what went wrong and will have no idea how to plan out her next move.

Right Way

You have had consistent contact with Sylvia prior to the meeting about her performance. You’ve offered guidance on how to help her succeed in her role. After multiple attempts at trying to resolve the situation, you and Sylvia both realize the position and company isn’t the right fit for her. When you call her into a meeting to let her go, she’s not surprised. You give her all of the details about her termination and ask for her to sign a termination contract after she takes the time to look it over.

In this scenario, you have let Sylvia go compassionately and professionally. She can use this experience to excel in her future endeavors. Your reputation as a fair and considerate manager stays well intact.

Inform the Masses

Avoid causing a workplace-wide panic by being transparent with the rest of your staff. You don’t have to give your team all the details about the dismissal but offer reassurance that the termination wasn’t the first in a string of firings.

Firing an employee is hands down the hardest part of being in a leadership position. At the end of the day, reassure yourself that the termination is necessary to avoid ultimately hurting the company.

A Blockhead Digital Character Shows 4 Ways to Do Marketing Right

Blockhead

Stampy Longnose.

It’s not the kind of name that immediately translates visions of millionaire status or successful CEO personas leading fast-moving, highly successful companies. However, this moniker represents one of the most prolific and successful YouTube operations based on the concept of entertaining kids with Minecraft stories and humor all while generating real-time dollars in advertising income monthly. The marketing approach is one of the most effective used online today.

Simple Equals Incredible

Stampy Longnose, otherwise known as Joseph Garrett of Portsmouth, U.K., in real life is a young fellow in England at the ripe age of 23 years. He currently brings in a respectable gross income of 200,000 British pounds a month creating cartoons of his video game adventures in the world of Minecraft. The game itself is extremely simple to play, like an electronic world of toy building blocks, and the tools used to make the videos don’t require rocket science either. However, Mr. Garrett has managed to generate an incredible following online which in turn has created a viable advertising channel that he then monetizes for access to Mr. Garrett’s audience.

The marketing approach is grassroots and simplistic as well and can be broken down into four steps.

1) Have a recognizable and distinct voice that people remember.

Mr. Garrett’s online voice as he moves across the screen with his character is so different from his normal conversation that he easily translates into a memory-sticking character that then makes it easy to attach a brand to. Mental stickiness is a key factor in customer reception of brand development.

2) Have lots of content and be a good storyteller.

If you can’t tell good stories, find someone who can. Particularly for online marketing, a library of content is a must. Viewers don’t stop with one video; they want to consume and consume a lot. In fact, many of Mr. Garrett’s young viewers are so enamored with his Minecraft stories, they would rather watch his videos than play the game (shocking!).

3) Don’t go it alone.

As soon as the Stampy Longnose idea became a hit, Garrett built a solid team of helpers who provided additional characters to work with as well as give hands-on support with production. It’s not easy to write a 20-minute humor dialog that will appeal to a 9-year-old, but that’s the goal and to do it 100 times or more each month.

4) Don’t stop with a good thing; diversify!

The various characters of Stampy Longnose have also included Stampy the Cat, Stampy, Stampylonghead and so on. Each one of them is now fertile ground for additional merchandising for Mr. Garrett. The production potential is so big, he has now branched across the pond and set up shop in Los Angeles to partner with additional revenue ideas based on the original online Minecraft characters Garrett created. Subscribing to the maxim that good ideas don’t stay good or unique for long, Mr. Garrett is actively seeking new venues for his entertainment product and audiences not yet familiar with his funny way that makes kids laugh.

What Do You Want to be When You Grow Up?

So, when you ask your young child tonight what they want to be when they grow up, don’t be surprised if he or she says a YouTuber instead of an astronaut or scientist. Given Mr. Garrett’s example above, more up and coming business owners should be looking at what worked for the online star and why they aren’t doing the same things to achieve marketing success with their customers.

Branded Promotional Products Make a HUGE Marketing Impact

Smile Promo

People love free stuff; they always have, they always will. This is why branded promotional products are so effective. It doesn’t even necessarily matter what “it” is. So long as it’s free, people are going to come running.

Choosing the right type of promotional products can have a huge marketing impact because of their longevity and because they’re functional in a way that people truly appreciate. If you’re thinking about experimenting with branded promotional products but aren’t sure if it’s something that will be worth your time and effort, here are a few key reasons why now would be an excellent time to start.

Branded Promotional Products Earn You the Right Kind of Attention

According to a recent study, 53% of people used some type of promotional product at least once per week. More than that, six out of every 10 of them said that they tend to keep promotional products for up to two years.

This means that when you invest money in creating that attractive and helpful branded tote bag, you’re essentially putting a piece of marketing collateral out into the world that someone will carry with them for around two years. That is 24 months worth of opportunities for them to use that bag in public, acting essentially as a walking billboard. That’s a long period of time to effortlessly keep your brand at the forefront of someone’s mind.

Integrating Branded Promotional Products Into Your Larger Campaigns

Branded promotional products compliment your other marketing efforts and earn a place among all the other techniques you’re using. You also need to know when and where to roll them out. If you’re the type of company that will be appearing at a trade show, for example, branded promotional products like USB chargers or even fidget spinners are terrific because they can attract attention to your booth and help guarantee that every personal interaction gets off on the right foot.

Think about it like this – the first known use of branded products as a form of marketing dates all the way back to 1789 when a guy you may have heard of named George Washington was trying to get elected president. The commemorative buttons he used at the time undeniably made an impact on the message he was trying to spread. If it worked for George Washington, you could bet that it will work pretty well for you, too.

When you also consider the fact that adding a promotional product into your larger marketing strategy can increase the effectiveness of your other types of collateral by up to 44%, you begin to get a better understanding of why the “all of the above” strategy is one that is more than worth exploring.