To launch a sustainable haircare range, Act + Acre engineered their product and packaging to be as recyclable and green as possible. Instead of settling for the guides set my government recycling certifications, they pushed further and created their own gold standard; “Reavey and Mackin developed a now-patented process that uses cold water and high pressure—while it takes a lot longer, it saves 90% energy”. Not only is this good for the planet, but it’s also a great talking point in their marketing material.

 

Sustainability has been reported as heavily influencing Millennial and Gen Z buying decisions; ’72 per cent of Gen Z would spend more money on a service it was sustainably produced’ alongside a tendency to switch to brands who take sustainable initiatives. Is there a way you could refactor your existing products in a more sustainable way? Whether it’s the packaging, the freight or the product itself? Whilst you’re looking into your processes and supply chain, maybe you could put together a content series featuring the individuals and stages that are involved along the way. Giving your customers a ‘behind the scenes’ look at your brand.

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sustainable haircare range

Image Credit: Act + Acre

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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?

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All Birds

Image Credit: All Birds

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DTC sock brand, Stance specialise in socks and due to the low MOQ/new-product-development costs has launched a lot of them. They spotted an opportunity to create new product lines designed for specific sports niches. Starting with running, Stance redesigned a sock to suit players as much as possible, they then teamed up with influencers in the sport. Once that worked, they moved onto cycling, basketball, golf and more.

 

Creating new versions of an existing product positioned for a specific audience could help you recruit new customers. This could be as simple as changing your positioning through marketing and website copy. Or you could start developing new versions of your existing products to better serve specific niches. Have you heard from customers who are part of a specific sport, hobby or profession? This could be a good place to start.

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Stance Socks

Image Credit: Stance Socks

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Luggage company, Away used an iconic golden era from the past to develop a new product range around. Co-founder Jen Rubiio explains “we were inspired by the nostalgia associated with some of our favourite iconic mountain towns, capturing the styles and colours found in retro postcards of places like Aspen or Verbier”. This theme for the new line inspired everything from the product design to the marketing material. The desire for these new products was super-charged by the fact that it was a limited edition; creating a feeling of urgency with customers to make the purchase or miss out.

 

Is there an important time-period or place that is special to your industry or brand? If you developed a new product based around this theme, what story could you tell with the product and marketing? Could it be used to break into new cohorts of the market or allow you to leverage a new set of influencers in your social media strategy?

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Image ref: Away

Image Ref: Outdoor Voices

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Activewear brand, Outdoor voices decided to refresh a best selling favourite with their original hero product; the exercise dress. Doubling-down on the product that launched their company. But this time with new features requested by their customers, such as a phone pocket and inbuilt shorts. The activewear brand used the marketing campaign as an opportunity to celebrate their company values and customers

 

Rallying customers around this perennial and proven product seems like the closest Outdoor voices could come to a ’sure thing’. Is there an original range or product that represents your company more than any other? You have more than likely had bags of feedback over the years on possible ways to improve that product. This could be a good opportunity to celebrate everything that you, your team and your customer have built together.

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Outdoor Voices exercise dress campaign Outdoor Voices exercise dress campaign

Image Ref: Outdoor Voices

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