Sustainable footwear brand, Allbirds has grown a loyal customer base thanks to their environment-conscious ethos and signature shoe style. Their latest piece of footwear innovation expanded into the huge performance/running market; “The Dasher pushes Allbirds into athletics territory, to compete with the likes of Nike, Adidas and Lululemon”. This new shoe will allow their fanbase to start buying another essential item from them, whilst staying true to their mission of footwear and the environment. “The Dasher emits 9kg of carbon dioxide per pair in their lifetime, which is nearly 30% lower than the average running shoe.”
If your customer base already buys one set of products from you, what else might they buy from you? The power of this strategy is a higher ‘average customer value’ and the potential for growth. However, companies in the past have ‘watered down’ their brand by trying to sell too much to too many different types of people and projected a ‘master of none’ impression to the market. What new product types could you launch that are 100% aligned with your company and audience? Is there a way to have visual similarities or themes throughout your products, so they all feel cohesive with each other?