Sincerely Silver Customizing Experiences
The new way to connect with customers today is through customization and it’s becoming more and more prevalent across industries. No matter if you’re …
The new way to connect with customers today is through customization and it’s becoming more and more prevalent across industries. No matter if you’re a global brand, start-up or indie brand customization is something that’s worth taking a look at. It’s the way to attract new customers and keep your current ones coming back to you over and over again.
In fact, this is a great example of a woman's lifestyle jewelry brand, Sincerely Silver which has mastered customization that has women clamoring over their pieces. They create a collection of simple and classy jewelry for everyday wear as can be seen in the handwriting disc pendant. The personalized jewelry company offers customers the opportunity to have their own personal messages engraved onto jewelry pieces to add a more meaningful touch
As a brand primarily focusing on personalization, Sincerely Silver is highly invested in the modern movement of feminism as it encourages the stories of women everywhere. They want to be a source of inspiration for all, and to encourage women to tell their stories in various ways, whether through personalized jewelry or social media stories.
This small, family-owned business is setting out to create personalized pieces that hold as much meaning as possible for the wearer while being versatile. So their pieces could be for long-distance relationships, memorial pieces, or just a special piece to have forever. According to the brand spokesperson, Kayla Stefaner “We make everything custom made to order by hand and go through a multi-step process to make sure each piece will be perfect for the recipient. We are also constantly looking to inspire and empower women through our pieces & their stories.”
By staying true to its brand value, Sincerely Silver continues to create innovative designs, unveiling its newest collection, the fingerprint jewelry line. So if you're wondering what can we expect to see in the future of jewelry customization when it comes to this little powerful brand? Customers can expect this brand to continue to push forward in the realm of customization while staying true to their ethos of women supporting women in ways that truly touch the human spirit.
This is a brand that utilizes inspiration and customization to really capture the hearts of customers. When brands master these strategies they become powerful brands in the marketplace that have staying power. Customers today want to know that they have options while standing alongside a brand whose values align with their own. So how will your brand customize in the future?
Supreme's Secrets to Success
Supreme that highly coveted streetwear brand with an insane cult-like following that other brand envies. It’s products exclusive and supplies always limited. But yet even with that people are willing to stand in line for endless hours when new products ‘drop.’ With over 6 million followers and products fetching 1200% resell value ...
Supreme that highly coveted streetwear brand with an insane cult-like following that other brand envies. It’s products exclusive and supplies always limited. But yet even with that people are willing to stand in line for endless hours when new products ‘drop.’ With over 6 million followers and products fetching 1200% resell value what exactly is the secret sauce to this kind of wild success that seems effortless.
When it comes to marketing they don’t invest in paid search and do very little when it comes to advertising. Here are Supreme’s super secret strategies uncovered:
LIMITED SUPPLY
In true Supreme style, they stick to this strategy hell or high water. By controlling the supply it increases the hype. Once the product is sold out you will never be able to purchase it again. This entices customers to be tapped into the brand. Supreme has one retail distributor called Dover Street Market and they sell products through their online store and limited retail locations globally:
USA: New York City, Brooklyn, Los Angeles
Europe: London, Paris
Japan: Tokyo (Shibuya), Tokyo (Harajuku), Tokyo (Daikanyama), Nagoya, Osaka, Fukuoka
New products are dropped weekly, every Thursday both online and through international retail locations. Japan gets the new products on Saturdays and here’s the kicker they never announce what products are coming.
MODERATE WEBSITE
If you really study Supreme’s website you’ll see it’s pretty stripped down to the bare basics which align perfectly with the brand’s value of limited supply. You’ll find zero calls to action buttons and only one graphic, their logo. The message they want customers to know is that you will need to chase them, they will never chase you.
THE EMAIL MARKETING STRATEGY
On Supreme’s website, there’s only two places that you’ll find the signup to emails alerts.
The bottom of their homepage
Their ‘shop’ page for a few months before their next collection releases
The only two reasons that Supreme use’s email marketing is:
To update customers on weekly ‘drops’
To send exclusive insider email to certain customers
SUPREME COLLABS
Influencer marketing is part of their strategy but they also are quite choosy as to which celebs/influencers they partner up with. In the past Supreme has worked with the likes of Lady Gaga, Kanye West, Drake, and Kate Moss, to name a few. The key is to create authentic relationships by following these few tips:
Helping with things that influencers are involved with (attending events where they are, connecting via social media, etc.)
Allow your collabs to actively participate in the collab with you by creating a product together.
Outlining the benefits of working with you (massive exposure, tapping into a new market, etc)
Make sure that the celebs/influencer you’re reaching out to have values that align with your brand.
POSTER CAMPAIGNS
Most brands will use PPC to help build brand awareness, but Supreme hits up the occasional poster campaign to further build upon the hype. If you remember they worked with a few well-known celebs in the past for these poster campaigns.
Raekwon & Elmo, 2005
Dipset’s Jim Jones & Juelz Santana, 2006
Mike Tyson, 2007
Kermit the Frog, 2008
Lou Reed, 2009
Lady Gaga, 2011
Prodigy of Mobb Deep, 2011
Three 6 Mafia, 2012
Kate Moss, 2012
Neil Young, 2015
Morrissey, 2016
The two biggest takeaway from Supreme’s strategies is scarcity and consistency. If you’re looking to launch a luxury product in the future, I’d say it’s worth studying up on how Supreme does it.