I am the first to admit it I love certain brands. Not just for the products they offer, but for the knowledge and inspiration that go into making them. So why can’t I get more of that kind of experience with the things that I buy?
As it turns out, there is no reason why not. If a customer feels a “pain point” – meaning that a product or service disappoints, it should be possible to create a new brand that fixes that pain point. That is the message that Jeff Raider offers. He should know, he has done it two times – first with glasses (Warby Parker) and second with razors (Harry’s).
One of the keys to making this work is for brands to go directly to customers. That might mean bypassing wholesalers and retailers altogether or selectively using them. Most important, the brand dominates the customer relationship in order to make it better.
I agree with Jeff – this is a significant trend. BTW, Jeff also thinks that over time folks will be buying up to 50% of their purchases online. A lot of these will be by subscription. If so, a company like MeUndies is may be remembered as one of the early adopters of this business model.
Let’s see how this plays out.