Shade Clothing
February 2nd, 2007 | Author: Tom Dalton | PermalinkReligion and capitalism have never been better friends. Sure, Disney backed away from promoting “Narnia” as a religious film, but Mel Gibson’s “Passion of the Christ” was a hit. Christian music is flooding the radio and products marketed to the faithful are everywhere. (Don’t tell me you haven’t seen the WWJD bracelets.)
This month’s marketing challenge focuses on a local company that has grown right along with this trend, but with an interesting twist.
The Situation
Shade Clothing makes high quality, modest clothing. In Utah, where the dominant religion heavily emphasizes modesty, Shade is a big hit. Much bigger than founder and CEO Chelsea Rippy had expected. The first year of the company’s life went something like this: a customer would buy a shirt, love it, then buy 10 more and tell her friends about it. Each of the friends would do the same.
This explosive growth outpaced supply. Competitors sprung up, as they do in any successful industry. Shade took a step back and evaluated the market. Its word-of-mouth marketing was organized into a network of personal shoppers that offered incentives for people to refer their friends. This is still, according to Rippy, the most effective marketing channel.
But Rippy is finding success in other channels, too. Shade launched sales in Costco and a number of boutiques and mall carts, with a retail presence now in 13 states. Its Web site (shadeclothing.com) offers direct sales and features regular promotions – only 30 percent of the Web site sales come from within Utah. Its PR firm has done a great job and Shade Clothing has even been featured in the New York Times.
The Problem
The problem is that outside of Utah, and aside from a few other pockets of predominantly Mormon areas, “modest undershirts” are not the same instant selling point they tend to be here. The products are not obviously religious, or restricted to any specific religion in any way, but the religious emphasis on modesty has clearly been a large factor in the company’s success in Utah. And while it’s not saturated, the market in Utah is slowing down. Competition is eating at market share within the state. So reaching out is essential.
Rippy mentions a new product line, “Basic Black” semi-formal dresses, as a possible solution. With her brother, she launched a site selling high-end, designer t-shirts (brotherforsister.com) as another venture that might help. These products might sell better, but the company faces a big step as it looks to change focus.
The Challenge
So what should Shade Clothing do? How can it best support its successful, national PR campaign? How can it reach people and what should it say? Should it focus on new products, or can the traditional products sell? Rippy doesn’t want to risk alienating her core customer base, but what can Shade do to reach a new group of customers?
Remember, this is a column where you do more than just read and think. We want you to read and write back! (Preferably with some thinking between the reading and writing.)
Next month, we’ll feature the best answers we received to the last installment’s challenge about the Bombay House restaurants. And after that, we’ll share the best ideas we get for Shade Clothing. And the lucky writer who submits the idea we judge to be the very best will get a $50 gift certificate to Shade Clothing and the good feeling that comes with knowing you’re an absolute genius.
You can e-mail me directly at tom@connect-utah.com or post thoughts and questions on our blog, at (www.connectblogs.com/marketing-from-the-masses).
Happy thinking!
Why does Shade need to grow? Why can’t they continue to provide the product that the core customer wants and expects? They’ve won customers. These customers can be won over and over. How good are they are expanding the core? My wife and daughter here in Oregon were pulling teeth trying to find a winter formal. I’ve never heard of Shade…
Hi, David –
Thanks for the comments. The “why grow” question is always a fun one to think about, but I think I should clarify that the big push is exactly the kind of expansion you’re asking about. They know there are people in Oregon looking all over for formal dresses, and they want to be able to provide that for you. Geographic expansion, rather than just product line extension (though the two often go hand-in-hand).
Here’s my 8 month later response:
I know for a fact that many of Shade’s potential customers blanch at the price tags. I would much rather buy from Shade than from Old Navy or American Eagle, but I can find layering shirts elsewhere for a fraction of Shade’s price. The first thing Shade needs to do is to either start offering quantity discounts or lower their prices altogether.
Second, they can tastefully tap into the religious culture a bit more. Who can’t picture a Young Women’s activity night where the leaders use a “Shade Clothing Basic Modesty Tee” pattern to teach girls to sew a simple layering shirt. I can guarantee there are scores of mothers who would just gush seeing their daughters wear a modest shirt they sewed themselves. (with the help of a Shade sewing pattern)
Lastly, they should hold annual Fashion Design competitions to better understand their customers tastes and wants.
The current host a Shade party….be a fashion consultant program is great.
Basically, Shade should embrace the factors that are driving up the competition. (Thrift, Creativity, Halo over the home sewing machine)
A great women’s modest website that is also feminine and stylish. We offer modest clothing at an afforable price . Also check out Brooke’s Closet, which offers modest used clothing. Check it out! www.sierrabrooke.com
Good collection of stylish and designer clothings I have seen at Nordstrom and Timberland stores through couponalbum.com with many coupons………
I wanted to let you know about www.mikarose.com we provide everyday dresses that are modest but also fashionable and affordable
Shade is having a sale, so it’s a great time to try the product. You can find layering shirts cheaper elsewhere, but the quality of Shade’s product is the reason to buy, it will last you years, the competitors maybe a season. Shade is growing and they are still the leader in modest tops. They have the best modest swimline around!
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Diviine ModesTee has the best quality I have found! Check out diviinemodestee.com In my opinion they have the cutest swim wear ever! And will have a line of fall dresses this year. There undertees are cheaper than Shades too:) and I have had one that is 2 years old and it looks brand new! At least it doesn’t hurt to check out all companies and shop and that best as we all want modest fashion that is affordable and adorable!
These are the good looking dresses. ;)
Shade Clothing New Fall Fashion came out August 7st. This coupon works on new items, clearance and all discounts. This personal shopper will assist you with all your questions if you need.
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