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Me undies8/24/2023 Which omnichannel investments are top priorities in 2021 and.Why MeUndies is integrating social responsibility into its broader community-building efforts.How COVID-19 impacted brand positioning and growth.Below, Shokrian shared his take on issues including: Since receiving $40 million in funding from growth equity investment firm Provenance in November 2020, Shokrian and the MeUndies team are doubling down on what made the brand special from the very beginning: comfort, creativity and self-expression. “Our team and our customers are our whole reason for being, so connecting authentically with them has been crucial to maintaining our momentum and achieving more success throughout this trying year.” “We were on a strong growth trajectory heading into 2020 and, fortunately, we’ve been able to accelerate our momentum and grow both our sales and our brand community this year despite all the challenges,” Shokrian said in an interview with Retail TouchPoints. Zeroing in on Gen Z and millennial customers specifically, the MeUndies brand, products and content emphasize inclusivity, body positivity and transparency, according to Founder and CEO Jonathan Shokrian. This is especially true if you’re attempting to define MeUndies, the Los Angeles-based underwear and loungewear company that turned the category on its head with its subscription model.įounded in 2011, MeUndies initially stood out with its bold, colorful and pop culture-infused prints as it acquired a loyal customer base through social media. Subscribers are located in 37 countries worldwide and account for around 25% of MeUndies’ overall business, which grew by 188% year on year to October 2016.When describing the essence of modern direct-to-consumer (DTC) brands, words like “digitally native,” “quirky,” “edgy” and “creative” are often used. The company is on track to sell five million units in 2017. Consumers select their style, size and plan (‘classic’, ‘bold’ or ‘adventurous’) and receive their order automatically each month. MeUndies offers a subscription service too, which claims to save customers 33% a month. They are manufactured in Los Angeles, Sri Lanka and Turkey. Products are made from a carbon-neutral process that converts sustainably harvested beechwood pulp into fibres, while capturing excess chemicals. MeUndies also taps into the growing desire for responsible manufacturing. His aim was to produce the world’s most comfortable and sustainable underwear that is quick and easy to buy online. Headquartered in Los Angeles, lifestyle underwear brand MeUndies was launched in 2011 by graduate Jonathan Shokrian with $400,000 (£311,000) of startup funds raised from friends, family and angel investors. As a vertically integrated, direct-to-consumer company we do it all: from design and manufacturing, to marketing and web design & development, to fulfillment and shipping, MeUndies delivers "The World's Most Comfortable Basics" with a relentless emphasis on quality and service. MeUndies is a lifestyle brand that is transforming the way people perceive and purchase their basics. MeUndies Making undies your butt will be proud to wear ![]() Recode 5: Leadership Recoded: Management, Courage, Performance, TransformationĬould not authenticate you.Recode 4: Work Recoded: People, Organisations, Agility and Transformation.Recode 3: Innovation Recoded: Creativity, Design, Innovation, Business Models.Recode 2: Growth Recoded: Strategy, Markets, Brands, and Customers.Recode 1: Future Recoded: Change, Purpose, Vision, and Scenarios.
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