![]() ![]() Our tight and right waistband feature has been popular since we brought it to market in 2007 and remains a key feature throughout all styles. We have a tiered product line for this category, starting with our performance, fully bonded, compression-lined boardshort, down to our high quality, but more entry-level volley. During the spring/summer, also known as our “warm season,” sales of our boardshorts, swim and active bottoms are very strong. The brand sells to surf, skate and outdoor retailers – Photo courtesy of Imperial MotionĮric Wicken: It varies by season. We anticipate this approach will soon be standard in the industry and we are proud to be part of this change. This level of communication helps us track market demand and keep sales high. Previously we touched base with our clients quarterly, now it’s weekly. We did lose a few accounts that were not comfortable with this way of doing business and we respect that.įor the customers who shifted to our new model, we are seeing an increase in orders and a higher level of engagement. The response from the majority of our retailer partners has been overwhelmingly positive. We are still providing high-touch client and account management, but in a more cost-effective way. We introduced this change directly to our partners, both in correspondence and in conversation. Our account team now consists of two sales representatives and two dedicated account managers. Plus, they have access to all the content we produce for our products.īy developing a direct pipeline to our retailers, we were able to improve margins, ship faster and provide a higher level of customer service. This allows them to have the same margins on product that they would have had on doing private label, but without the inventory liability and development expense. ![]() With this new model we have factored in the expense of rep commission, collecting money and all the other aspects that go into the old way of selling product, and given those savings directly to the wholesaler. Previously, the sales model for inventory was top heavy, with costs for samples, sales representatives and trade shows. Why move to the B2B model? Any concerns from retailers about buying the inventory directly? How does this model help Imperial Motion?Įric Wicken: Having worked in the apparel brand and retail space for almost 20 years, we’ve observed a lot of change. Our success was achieved the day we set foot on this path, our goal will be achieved the day everyone joins us.We asked co-founder Eric Wicken some questions about the new B2B system and about the brand’s strategy overall. So much so that behind every label are the words representing the underachiever as a reminder that if you don’t follow your dreams you can never truly achieve success. When everyone we knew thought that we were crazy for pursuing our dream of one day being the most recognizable brand in lifestyle based clothing, we embraced the label of being an underachiever. ![]() Without their same belief and passion for the idea that you don’t have to be “somebody” to make something, we have been able to focus solely on creating a better product and running a better company in order to provide our customers with a brand that truly represents them… The Underachiever It was that same vision that brought us our business partners, sales reps, and brand ambassadors that make up the family we are today. It’s this same pursuit of an Imperial standard that remains our driving force. From day one, the brand has always been about the blind pursuit of our passion and the vision of what our brand would one day become. Not knowing anything about clothing production, having zero industry connections and only a hand full of credit cards to work with was the perfect formula to drop out of college and take over the parent’s garage. At the ripe old ages of 19, 19 and 14, founders Eric, Steve and Spencer simply thought, we can do it better. When “what if” becomes “let’s do it” big things can happen and in the spring of 2002 let’s do it turned into Imperial Motion. Or go one step further and become style, never being established, always evolving. Imagine being reborn again and again, reinventing yourself in ways that people will never know what to expect. What if you let go of what ties you down, and changed your style of life, then changed it again. Establish yourself in this world and be remembered for that 1 thing. We are taught from the day we’re born to become something, grab hold of it and never let go. Our brand is centered around the ideal, Never Established…Always Evolving. Imperial Motion is a lifestyle brand based in Tacoma WA. ![]()
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