From Zero to Seven Figures: FRAHM Jacket’s Pre-order Success Story with Nick Hussey (episode 504)
Nick Hussey is the founder and managing director at FRAHM Jacket, a men’s clothing brand that exclusively sells by pre-order. Founded in 2018 they did £2.2million via their Shopify site in 2023.
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Dive in:
[05:20] Commuter cycling brand failed to reach potential.
[07:14] Nick’s determination to build a successful business.
[11:51] House-husband, kids, mental health, brand growth.
[15:35] High-growth businesses erode brand, face downfall.
[17:44] Preorder, exclusivity, anticipation, positive reviews.
[19:49] Growth is a metric of a business.
[23:44] Creativity blossoms when money is scarce.
[24:57] Listen to Nick’s Top Tips!
The Power of Authenticity and Vulnerability
Building a strong brand and personal story requires authenticity and vulnerability. Nick exemplifies this by openly sharing his personal struggles, including his neurodiversity. This genuine approach fosters deeper connections with his audience, building trust and relatability. FRAHM Jacket embodies this ethos, valuing honesty and transparency in a world often filled with polished corporate facades. By being authentic, brands can differentiate themselves in crowded markets. Sharing genuine stories about challenges and values creates loyal, engaged customers. Ultimately, authenticity humanizes brands, making them more approachable and relatable.
Sustainability and Ethical Practices
Sustainability and ethical practices should be core values for any brand. FRAHM Jackets exemplifies this by making sustainability a cornerstone of its identity. The company is open about its production methods, material choices, and ethical standards, setting a high bar for the industry. In today’s world, consumers care deeply about a product’s environmental and social impact. By prioritizing these values, brands can build trust, loyalty, and a strong reputation. Transparency also fosters accountability and continuous improvement.
Focus on Quality Over Quantity
Focus on quality over quantity. FRAHM Jacket prioritizes producing a small selection of exceptional jackets rather than a vast product line. This dedication to craftsmanship ensures each piece is durable and stylish, justifying a premium price. In an era of fast fashion, offering high-quality products sets FRAHM apart. Customers value products that last, leading to loyalty and positive word-of-mouth. This approach also aligns with sustainability by encouraging investment in long-lasting items.
The Value of a Preorder Business Model
FRAHM Jacket’s success with preorders offers a valuable lesson. By only making what’s ordered, preorders reduce waste and financial risk. Customers appreciate the exclusivity of limited-time offers, and the upfront payments help fund production. This model can be a game-changer for businesses looking to manage inventory effectively and generate early revenue.
Long-Term Vision Over Short-Term Gains
Instead of chasing rapid growth and short-term profits, Nick focuses on building a sustainable business to become profitable. His preorder model and emphasis on product quality demonstrate a commitment to long-term success. FRAHM Jacket has positioned itself for enduring growth by prioritizing brand reputation and customer satisfaction.
eCommerce Book Top Tip
- Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life by Rory Sutherland
- Also, step outside your comfort zone and seek inspiration from unexpected sources.
eCommerce Traffic Top Tip
- Email marketing
- Plus, Nick adds that while not a traditional channel, building trust is crucial for any marketing strategy.
Tool Top Tip
- Noise-cancelling headphones
Carbon Top Tip
- Focus on selling high-quality, durable products to reduce waste and carbon footprint.
Interview links
Related Episodes
- 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)
- How WORN Built a Sustainable Brand & Performance Product that Lasts with Bryan Marville (episode 503)
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