Key Takeaways
- Brands can revitalize old products by understanding audience desires and positioning them differently.
- Innovation and differentiation are crucial for market success, as demonstrated by SKIMS, Liquid Death, and Dollar Shave Club.
- By focusing on inclusivity, unique branding, and meeting unmet needs, brands can generate hype and build loyal followings.
Imagine if shapewear was as inclusive as your favorite pair of jeans, water came in a can as bold as your favorite energy drink, and shaving was as convenient as your morning coffee. That’s exactly what SKIMS, Liquid Death, and Dollar Shave Club did, and they’re just a few examples of how brands are taking age-old products and making them feel new, exciting, and different.
SKIMS: Shapewear for Every Body
When it comes to shapewear, one size definitely does not fit all. SKIMS, founded by Kim Kardashian, recognized this and created a line of shapewear that’s not only comfortable and supportive but also inclusive of all sizes and shades. By addressing the unmet needs of shapewear consumers, SKIMS has generated a loyal following and sold out of products despite competition from established brands.
Liquid Death: Water with a Kick
Water is essential, but it’s not always the most exciting drink. Liquid Death changed that by positioning water as a rebellious and edgy product. They packaged their water in a can, resembling energy drinks or alcoholic beverages, and gave it a humorous and unique branding. The result? A water brand that’s as cool as it is refreshing, attracting a wide audience.
Dollar Shave Club: Shaving Made Simple
Shaving is a chore, but it doesn’t have to be. Dollar Shave Club made it easier than ever by offering monthly subscriptions that deliver razors directly to customers’ homes at a low price. By eliminating the need for in-store purchases or reminders, Dollar Shave Club has revolutionized the razor market and gained a loyal subscriber base.
The Secret to Success: Innovation and Audience Focus
What do these brands have in common? They all understood the desires of their target audience and positioned their products in a way that met those needs. By embracing innovation and differentiation, they’ve revitalized old products and achieved market success.
Bonus: Here’s a little-known fact: SKIMS’ drop campaign model was inspired by Kylie Jenner’s successful Kylie Lip Kits. By creating a sense of exclusivity and desirability, brands can generate hype and build anticipation for their products.
Conclusion: In a world where consumers are constantly bombarded with new products, it’s not enough to just launch another version of the same old thing. By understanding audience desires and positioning products above competitors, brands can revitalize old products and achieve market success. SKIMS, Liquid Death, and Dollar Shave Club demonstrate the power of unique branding, innovative offerings, and a focus on meeting unmet needs.
Frequently Asked Questions:
What’s the secret to SKIMS’ success?
SKIMS’ focus on size and shade inclusivity, as well as its drop campaign model, have contributed to its success.
How did Liquid Death make water cool?
Liquid Death’s humorous and unique branding, along with its unconventional packaging, has made water an exciting product.
What’s the key to Dollar Shave Club’s popularity?
Dollar Shave Club’s subscription model, which provides convenience and value, has been a major factor in its success.
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