Oplæg fra Jess Flesher, co-founder og CEO hos Son of a Tailor, på Creunas konference om Branded Commerce den 18/6-2019.

1. Branded Commerce
SON OF A TAILOR
March, 2018

2. 2015 2016 2017 2018 2019
Growth…

3. !3
International
Others
29 %
NL
6 %
CH
8 %
DK
10 %
US
13 %
UK
14 %
DE
20 %

4. DNVB

5. The Demand
T-shirts is the fastest-growing fashion product
category as it is increasingly used as
outerwear.
Men are becoming increasingly more conscious
of their body
Premium T-shirts for Men Is Our Niche
The “Established” Customer Experience
They return 20-50% of their items
“Premium” Male customers don’t want to waste
time shipping boxes back and forth with ill-fitting
T-shirts.
They don’t care about inventories - they care
about products

6. We are making…
A Better T-Shirt In Every Way
Individually fitted to every customer
Made from the highest quality materials
Produced in a more sustainable and transparent way
SON OF A TAILOR

7. 1: T-Shirt Design
Customer chooses design and configures
details such as color, neckline, pocket etc.
2: Sizing Algorithm
Our algorithm estimates your body measurements
based on 5 easy questions (height, weight, etc.)
3: Production Automation
Unique T-Shirt patterns are automatically
generated and sent to suppliers’ cutting
machines.
4: Transparent Production
The T-Shirt is sewn, quality-checked, and a
hangtag is signed by hand, which gives
full transparency in the production chain.
Rethinking the Customer Experience

8. 1: T-Shirt Design
Customer chooses design and configures
details such as color, neckline, pocket etc.
Rethinking the Customer Experience

9. 2: Sizing Algorithm
Our algorithm estimates your body measurements based on 5 easy questions
(height, weight, etc.)
Rethinking the Customer Experience

10. 3: Production Automation
Unique T-Shirt patterns areautomatically
generated and sent to suppliers cutting machines.
Rethinking the Customer Experience

11. estions
4: Transparent Production
The T-Shirt is sewn, quality checked and signed by hand giving full
transparency in the production chain.
Rethinking the Customer Experience

12. However, at the end of the day
Facebook Ads
Google Ads
Banner Ads
Paid Influencers
Advertorials
Earned PRMagazines
Outdoor
Pop-up/retail
Podcast Photo shoots
UX & Design
AcquisitionAwareness In-between
SON OF A TAILOR
BrandingMarketing
Content Production
TV

13. Customer Lifetime Value vs Customer Acquisition Cost
CLV vs CAC
0 12 24 36 48 60
CAC target
CAC reality
SON OF A TAILOR
Months
DKK

14. We are making…
A Better T-Shirt In Every Way
Individually fitted to every customer
Made from the highest quality materials
Produced in a more sustainable and transparent way
SON OF A TAILOR

15. We are making…
A Better T-Shirt In Every Way
Individually fitted to every customer
Made from the highest quality materials
Produced in a more sustainable and transparent way
SON OF A TAILOR

16. Branding is being true to yourself
SON OF A TAILOR

17. Branding is being true to yourself
And that’s really hard
SON OF A TAILOR

18. “My Precious”
Marketing and Branding are two separate thing
no they are not
yes they are
no they are not
…
SON OF A TAILOR

19. However, at the end of the day
Growth Marketing/Hacking
Inconsistent
Short-Term
Numbers Based
Not-specific target groups
Always Measurable
Branding
Consistency is king
Long-term
Feeling based
Predefined Audience
Rarely Measurable
SON OF A TAILOR

20. However, at the end of the day
Marketing Team
Sales
Acquisition
Retention
Basket Size
Branding Team
Consistency
Feeling
Design
Imagery
SON OF A TAILOR

21. However, at the end of the day
Marketing Team
Sales
Acquisition
Retention
Basket Size
Branding Team
Consistency
Feeling
Design
Imagery
SON OF A TAILOR

22. However, at the end of the day
Marketing Team
Sales
Acquisition
Retention
Basket Size
Branding Team
Consistency
Feeling
Design
Imagery
SON OF A TAILOR

23. Thank You