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Need some outside the box idea's for winter outerwear

by cha12ge
17 replies
I work for an extremely small outerwear company competing against the likes of Canada Goose, Moncler, Nobis etc.. The jackets are about 50% (or more) cheaper, but are not made in USA/Canada. The jackets are very warm. The problem I have is that our brand isn't known, and we only sell online so it is especially difficult to get someone who doesn't know the brand to shell out a few hundred bucks for a jacket without trying it on. We do offer free shipping and returns, but thats pretty much standard across the board for all companies nowadays. I believe creating a feel of authenticity is important. We do product placement, but honestly speaking, our jackets aren't performance jackets, therefore we can't really target winter sports athletes (which wouldve been great), or market ourselves in that regards, which kinda makes it difficult to create an air of authenticity.

I need some cheap, outside-the-box marketing idea's to:

-create brand awareness
-let people know that we are great value for the price, without cheapening the brand (I find this extremely difficult)
-increase sales (obviously right?)

We do FB ads, retargeting, have a blog, instagram, etc... but i think we need something beyond the scope of traditional online advertising/marketing.

Hoping that some clever warriors could give me some guidance... Thanks in advance!
#box #fashion #idea #outerwear #winter
  • Profile picture of the author eccj
    Who are the jackets made for?

    They are not expensive; not cheap; not for winter sports; etc.

    Who are the jackets for?
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  • Profile picture of the author bizgrower
    I buy a lot of outdoor clothing.LOL

    I'd do Youtube

    Display Ad Network advertising for very targeted ads and retargeting (these were suggested by Warrior DigiChik in another thread - not affiliate links):
    https://rtb.sitescout.com/registration/
    https://www.clickcertain.com/register/agency/

    See about getting some items on Brad's Deals,
    Amazon, EssentialApparel.com (I found a little
    outerwear company called Hawke and Company there), Pintrest.

    Duluth Trading and SportsmensGuide.com are companies I'd suggest emulating.
    Especially Duluth Trading because they have had phenomenal growth the past few years.

    Emulate the navigation and display of UnderArmour's website. Ease of use leads to more business.

    Your company does not want cheap ads if they are not effective - good Return on Investment, yes.
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  • Profile picture of the author massiveray
    I would look at segmentation and going after them specifically. In most industries that I work with (from an SEO standpoint) i concentrate on 4 areas:
    1) Elderly people
    2) Children
    3) Disabled (physically)
    4) Disabled (learning)

    If you can find 1 or more of these areas that you can market specifically to, in your case, the elderly and childrens markets would be fairly easy. What you do is create a page that shows the benefits to these types of people, so this jacket is great for elderly people as it is comfortable to wear in extreme sold weather and saved on gas bills etc etc or some other benefit.

    You can then contact all of the bajillions of blogs and websites that focus on these things (clothes for old people, keeping old people warm in winter etc etc) and either ask them for a link to the page (to benefit their audience) or send them a jacket for a review.

    This is basically a free method of increasing traffic to your site, and if your site does it's job of converting visitors into customers then you make money instantly.

    It works in 2 ways:
    1) The links will increase your organic search position over time
    2) The websites you get links on will drive referral traffic who should be interested in buying

    Then set up some adwords remarketing and facebook retargeting for a couple of £ per day and you'll pick up a lot of sales from people who didn't buy on the first view.
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  • Profile picture of the author savidge4
    Originally Posted by cha12ge View Post

    I work for an extremely small outerwear company competing against the likes of Canada Goose, Moncler, Nobis etc.. The jackets are about 50% (or more) cheaper, but are not made in USA/Canada. The jackets are very warm. The problem I have is that our brand isn't known, and we only sell online so it is especially difficult to get someone who doesn't know the brand to shell out a few hundred bucks for a jacket without trying it on. We do offer free shipping and returns, but thats pretty much standard across the board for all companies nowadays. I believe creating a feel of authenticity is important. We do product placement, but honestly speaking, our jackets aren't performance jackets, therefore we can't really target winter sports athletes (which wouldve been great), or market ourselves in that regards, which kinda makes it difficult to create an air of authenticity.

    I need some cheap, outside-the-box marketing idea's to:

    -create brand awareness
    -let people know that we are great value for the price, without cheapening the brand (I find this extremely difficult)
    -increase sales (obviously right?)

    We do FB ads, retargeting, have a blog, instagram, etc... but i think we need something beyond the scope of traditional online advertising/marketing.

    Hoping that some clever warriors could give me some guidance... Thanks in advance!
    I think you have walked your way right around your target. You need to target couch potatoes... Stay warm look good doing it @ half the price.

    Here is what i would do.... I would start searching Social Media for people that have killer winter images ( original winter images ) and get ahold of them and send them a coat, Taylor Swift style as it were... if they are close to you geographically deliver it in person.

    Donate 10 jackets to an orphanage - Start a crowd funding effort to buy coats for the less fortunate. Donate oats to a armed services program.

    winter is almost over here.. but down way south winter is on the way... take your act global.

    Hit up a ski slope and trade coats with a skier for a run.. get an honest review right then and there.

    basically video video video... People buy from the words of others in their social circles.. get into the social circles and get your product in there. A coat costs what tens of dollars? and solid referral sales will make you what?

    Red Hot Chili Peppers "Give it away" - would be a great background song
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  • Profile picture of the author bizgrower
    The Canada Goose story:
    (They did not cheapen the brand)

    How Canada Goose Went From Small Outerwear Company to International Luxury Brand

    Keeping it real with Canada Goose

    I think it would be helpful to put up your company's website,
    so we know more about your products and "ideal customers".

    have you thought about manufacturer's reps getting your products in boutique stores?

    Is the clothing more urban chic or after ski chic (like Aspen, Vail and Breckenridge) or ?

    I'm going in sort of blind, but if the clothing is durable enough and keeps people warm, maybe the company could donate/sponsor search and rescue groups? That would get it in the hands of the users and create a buzz?
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  • Profile picture of the author cha12ge
    Hi all thank you for your replies. I've already reached out to instagram influencers, that didn't yield much in terms of sales, though I did notice a small uptick in page views on the site and followers. We have kids and adult sizes (only boys and mens at the moment). Our jackets are about $250 for kids and $450 for adults (cheaper than the $900+ that companies that Canada Goose, and Moncler charges, but still a pretty penny. I understand this). We are competing in the luxury outerwear market. There are titans in the industries that run the show who can charge a premium and get away with it because of brand recognition and the authenticity they have created.

    I do like the idea of trading jackets at ski resorts, but I am not sure how well that would work because our jackets aren't really made for performance. As @savidge4 mentioned, I think our jackets are more geared towards researchers in the arctic or people who go ice fishing. Basically anyone who has to stand/sit around in the cold without too much movement. I have sent the jackets to blogs and websites to try on and test. The performance gear blogs were not thrilled with the performance aspect of it, but they all did mention that the jackets were nice (style-wise) and warm. I would love to go to sundance festival and have celebrities and the influencers there try on our jackets, but Canada Goose has a foothold there, so I don't see that as a possibility.

    In terms of targeting the eldery, I don't think that is quite the demographic we'd like to approach as they are not "cool". I doubt Canada Goose would target the eldery as well.

    One thing I forgot to mention is that we do have some brand recognition amongst the urban demographic, but we'd like to expand beyond just that demographic. Obviously it is better to go mainstream. I don't want to be a niche urban brand.
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    • Profile picture of the author savidge4
      Originally Posted by cha12ge View Post

      One thing I forgot to mention is that we do have some brand recognition amongst the urban demographic, but we'd like to expand beyond just that demographic. Obviously it is better to go mainstream. I don't want to be a niche urban brand.
      Tell that to Timberland boots, or Tom Hardy, or Dom Perignon, or Crystal for that matter. If THAT is were you have a slight bit of a hold... THAT is mainstream. Performance is not at all mainstream.. that IS a niche.

      Ever heard the phrase "Cold Pimpin"? maybe you need a "Warm Pimpin" image

      Maybe come out with a "True Colors" series A red one, a blue one, a black one and a white one.

      Stop fighting it, and let it loose... get amusing with it a dude all up in your jacket "Cold Sweatin" would be funny.

      Go over the top.. "If police officers could afford to, they would wear one too." with a video of some poor officer waving on traffic frantically to stay warm. everything all black white and grey with a dude standing on the color in the RED true Color series warm chillin.
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      • Profile picture of the author marciayudkin
        Before we started wintering in Hawaii, my husband bought a ton of high-end winter clothing. (He liked to walk/run outdoors even if it was zero degrees.) He did a lot of research on various brands, and from the consumer's point of view, it was extremely hard to figure out what temperature range the various items would really protect you at.

        So if you could marshall scientific or even semi-scientific evidence and/or testimonials linking your items to specific temperature ranges, this would have been helpful to a consumer like my husband.

        Hope that gives you some ideas.

        Marcia Yudkin
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    • Profile picture of the author massiveray
      Originally Posted by cha12ge View Post

      In terms of targeting the eldery, I don't think that is quite the demographic we'd like to approach as they are not "cool". I doubt Canada Goose would target the eldery as well.
      You have completely missed my point, I was using the elderly as an example not as a direct piece of advice.

      My point was that as you can't compete directly with the big dogs, you need to find a smaller, more specific demographic and target those people.

      Become the ____ (insert demographic) winter outerwear guys.
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      • Profile picture of the author Kay King
        There's something I don't understand. You have mentioned several times these clothes are "not performance wear".

        Then why compare them to other brands that feature "performance"? Should you be targeting designer brands rather than active wear brands?

        If it's a very small brand you need to find a hook to make it exclusive instead of trying to compete with Olympic level performance winter clothing.

        What is the ad slogan for the brand's website? (i.e., unique selling position)?
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        • Profile picture of the author savidge4
          I was thinking about this a bit ago... why not think "In the Box"? you sell coats that are warm, and are inexpensive in comparison to your direct competitors... the only issue is your competitors sell performance garments and you don't.. so technically they may be in the same market space as you, but your target would be different.

          Friday night.. High School football field anywhere USA.. Saturday afternoon football field any college USA... Sunday afternoon Pro football field anywhere USA... Week nights spring and fall soccer fields anywhere USA. Week nights spring baseball fields anywhere USA.

          Who do you target? the players, or the spectators? At the very least you are looking at the minimum of 2 to 1 targeting here. for every child on the field, there are 2 parents ( not to mention grand parents ) you get into high school games there is what 50 to 1? you get into pro sports.. it becomes what 100 to 1?

          When performance is warmth and not mobility.. you brand needs to be right there. When you are not that guy all done up in team color paint and no shirt.. your brand needs to be right there. When your kid is being the best they can be... your brand needs to be right there.. its not about the players.. its about the spectators that endure the same conditions.

          You need to target soccer moms... you need to target football dads... you need to target comfort in the worse conditions... you need to target being there, when your child or your team needs you most.
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  • Profile picture of the author cha12ge
    I just came across this little tidbit, perhaps someone can help me find a way to use it to my advantage...

    Canada GOOSE jackets, contain DUCK down, not goose down. Goose down is generally better and more expensive than duck down. We use goose down. I would like a way to use this to our advantage without attacking and feeling the wrath of Canada Goose.. help?
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    • Profile picture of the author bizgrower
      Originally Posted by cha12ge View Post

      I just came across this little tidbit, perhaps someone can help me find a way to use it to my advantage...

      Canada GOOSE jackets, contain DUCK down, not goose down. Goose down is generally better and more expensive than duck down. We use goose down. I would like a way to use this to our advantage without attacking and feeling the wrath of Canada Goose.. help?
      I try not to badmouth competitors either. I would simply state and repeat often that your products
      contain goose down. I wonder if there could be a shortage of goose down, or a choppy supply
      chain? If it is sometimes difficult to get goose down, what would your company do - especially
      if they start selling more products? How about all the clothing labels and marketing collateral that
      say goose down and you had to switch to duck, or not produce? (just random thoughts)

      Dan
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    • Profile picture of the author quadagon
      Originally Posted by cha12ge View Post

      I just came across this little tidbit, perhaps someone can help me find a way to use it to my advantage...

      Canada GOOSE jackets, contain DUCK down, not goose down. Goose down is generally better and more expensive than duck down. We use goose down. I would like a way to use this to our advantage without attacking and feeling the wrath of Canada Goose.. help?
      With that info I'd attack:

      More goose less bills

      If it walks like a duck, talks like a duck..?

      When is goose not a goose?

      Educate your potential customers. Get consumer watchdog style sites involved.

      I'd probably increase price as well.

      Out of interest is there a goose down shortage because that could be PR gold.

      Quick question but what's the most expensive coat in your niche?
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      I've got 99 problems but a niche ain't one
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  • Profile picture of the author Oziboomer
    A small operation in Australia that is gaining ground and has recently had TV media buzzing was for school uniforms that were made from fair-trade components.

    It is a small movement but the person behind the business leveraged the thought that their children might be wearing cotton harvested by other children.

    Now they have an angle to work on.

    There is momentum for the parents and hence the schools to offer "fair-trade" uniforms to their pupils.

    What angle other than price can you genuinely exploit?

    That is where your USP comes in.

    What can you state that is either totally unique (i.e. fair-trade school uniforms) or something a competitor is not saying . (We didn't pluck any Geese - Canadian or otherwise - to make this jacket that is scientifically proven to be X percent warmer, X percent lighter, X percent more economical)

    Or like the adverts of old..."Ah....It's so warm and stylish too I just wish it was winter all year" "Not like those overpriced imitations that are really just Geese wearing "Duck down"

    Don't be a goose this winter wear a genuine "duck down" original.

    Best regards,

    Ozi
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  • Profile picture of the author bizgrower
    I read the wiki article about Canada Goose and they and Carhartt
    supply parkas to the United States Antarctic Program, a step you
    could still try to take. Funny how similar the Canada Goose and USAP logos are:

    https://en.wikipedia.org/wiki/United...arctic_Program

    https://en.wikipedia.org/wiki/Canada_Goose_(clothing)



    Supporting things like the USAP and charities and cold weather
    events like the X-games, or Iditarod (I personally can't stand
    pushing dogs that hard) should get you some free publicity.

    Supplying a police department, local TV news reporters in
    cold country (anywhere in the world as Savidge4 pointed out,
    and Land's End gained a foothold that way).
    Imagine TV sports commentators wearing your parkas as they
    report from a major ice skating event, or the sidelines of an
    NFL game, or any other sporting event....
    Supplying a major or minor league sports team
    Spyder gained by supplying the US Ski team.

    I was surprised to see Canada Goose on backcountry.com, but there you go.

    You might try to get in with Gorsuch (you should Google them
    for all their presence) and gorsuch.com. Fairly large retailer
    of high end clothing like Bogner (which I think manufactures
    in Asia). I wonder if they would be interested in their own private
    label?

    One thing about Canada Goose that is probably good PR for
    them is that they get their down from Hutterite farmers across
    Canada. Like restaurants using locally sourced veggies...

    Taylor Swift just spent some time in Colorado. Could not
    hurt to go the celeb route either, especially her.

    .
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  • Profile picture of the author Joe J
    Originally Posted by cha12ge View Post

    ........ The problem I have is that our brand isn't known......

    I need some cheap, outside-the-box marketing idea's to:.......

    Hoping that some clever warriors could give me some guidance... Thanks in advance!
    Originally Posted by cha12ge View Post

    I just came across this little tidbit, perhaps someone can help me find a way to use it to my advantage...

    Canada GOOSE jackets, contain DUCK down, not goose down. Goose down is generally better and more expensive than duck down. We use goose down. I would like a way to use this to our advantage without attacking and feeling the wrath of Canada Goose.. help?

    Originally Posted by Oziboomer View Post

    ...............that is where your USP comes in.

    What can you state that is either totally unique (i.e. fair-trade school uniforms) or something a competitor is not saying . (We didn't pluck any Geese - Canadian or otherwise - to make this jacket that is scientifically proven to be X percent warmer, X percent lighter, X percent more economical)

    Or like the adverts of old..."Ah....It's so warm and stylish too I just wish it was winter all year" "Not like those overpriced imitations that are really just Geese wearing "Duck down"

    Don't be a goose this winter wear a genuine "duck down" original.

    Best regards,

    Ozi



    In regards to Brand awareness, how about creating some videos or pictures around the premise of a duck taking off his 'natural coat of duck feathers' and putting on one of your goose down coats. Plenty of creative ways to portray this. Of course, you would have to guide the consumer a little with what is happening between the goose/duck down comparison.

    Joe
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