How WORN Built a Sustainable Brand & Performance Product that Lasts with Bryan Marville (episode 503)
Bryan Marville is the founder of apparel business WORN, where’s he’s on a mission to dismantle America’s relationship with commodity cotton basics and fast fashion. Founded in 2018, they sell via their Shopify store and wholesale channels, and are now a 7-figure business.
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Dive in:
[05:56] Niche brand, scaled to larger sock market.
[07:56] Neoprene, socks, wet suits, merino, cotton, sweating.
[09:50] WORN’s design mantra: performance sustained.
[11:00] Product must be performing to be sustainable.
[13:32] Focus on consumer relations and product quality.
[17:08] Company introduces new performance-enhanced fabric line.
[20:24] Listen to Bryan’s Top Tips!
Prioritize Product Quality
For Bryan, success isn’t built on just any product – it’s about “performance sustained.” He emphasizes that a winning brand offering goes beyond mere functionality. It must deliver exceptional performance, as evidenced by Worn’s socks that outperform cotton alternatives in moisture management and durability. But performance isn’t the whole story. A well-crafted product, built with sustainable practices, fosters a strong reputation and ignites positive word-of-mouth, propelling your brand forward.
Slow and Steady Wins the Race
Strategic scaling is essential for brand growth. Forget the “get big quick” mentality. Focus on building a strong foundation. Bryan emphasizes starting small, validating your product concept, and ensuring financial stability before scaling. This controlled growth allows you to refine your operations, perfect your product, and avoid the pitfalls of overextending yourself.
Use a Customer-Centric Approach
Focus on understanding and meeting customer needs. Bryan underlines the importance of being customer-centric in all business operations. By understanding and addressing customer needs and preferences, businesses can build stronger relationships and loyalty. He also says gathering customer feedback and engaging with them can lead to better product development and enhanced customer satisfaction.
Embrace Analytics
Utilize analytics to inform business decisions. Bryan highlights the critical role of analytics in understanding business performance and customer behavior. He advises business owners to track key metrics and use data to make informed decisions. By analyzing trends and patterns, businesses can optimize their strategies, identify growth opportunities, and mitigate potential risks.
Think Long-Term
While Worn is currently in apparel, Bryan hints at a broader vision. Their core values of performance and sustainability can be applied to various product categories, suggesting they might expand in the future. This long-term vision allows them to build a brand identity that resonates with a specific audience, regardless of the specific products offered.
eCommerce Book Top Tip
- Shoe Dog: A Memoir by the Creator of Nike by Phil Knight
eCommerce Traffic Top Tip
- Accurate and comprehensive analytics over any specific marketing channel. Bryan says to ensure your entire pipeline is reliable and understand the true sources and costs of your conversions. Use multiple data sources. At WORN, they use Black Crow AI, Triple Whale, and Google Analytics to compare and validate information. Maintain organized records and regularly update them so you can gain valuable insights into your marketing performance. This approach leads to a clear understanding of your true performance metrics over time.
Tool Top Tip
- A simple timer. Bryan finds himself easily distracted so to stay focused, he sets a timer on his desk for specific tasks like writing emails or creating campaigns. He commits to working on that task until the timer goes off, which helps him complete his work efficiently without getting sidetracked.
Carbon Top Tip
- Make products that last longer.
Interview links
- Check out WORN
- Use discount code WORN2020 on your first purchase
- Bryan on LinkedIn
- Email Bryan at marville@wornbrand.com
Related Episodes
- Championing Sustainability Through Seasonless Fashion with Lyndie Benson, Bleusalt (episode 434)
- Scaling a Slow Fashion Business with Kristian Hansen (episode 445)
- Serving 160k Customers Custom Fit Fashion with Jess Fleischer, Son of a Tailor (episode 456)
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