As social media has evolved and grown in popularity, companies on the peripheral of being “cool” have been able to gain attention in the digital spotlight. The first that come to mind are mattress brands (Casper, Purple, Leesa, etc.), premium coolers (Yeti has taken over), shaving companies (Harry’s, Dollar Shave Club, etc.) and daily vitamins (Sugar Bear Hair, Ritual, Care/Of, HUM, and more!). It’s interesting and exciting to see these types of industries that have a history of lacking emotional connections to their consumers, now suddenly gather passionate tribes!
Ecommerce is all the rage right now with good reason. Business is booming! In fact, according to Internet Retailer, U.S. ecommerce sales grew by 15.4% in Q2 2018 year-over-year with sales for the quarter of $127.3 billion. Of course, a good portion of this revenue is based on Amazon, but there is no denying that continued online store sales growth is inevitable. Ecommerce presents a huge opportunity for brands that wish to be masters of their own destiny and create direct connections with their customers. No wonder more health and wellness brands are jumping on the online store bandwagon.
We are in such an interesting time in the terms of the digital world. Everything is evolving rapidly and it can get incredibly hard to keep up. I got my Instagram account back in 2011, when I was a sophomore in high school - and I used the account to post mirror selfies and photos that didn’t mean anything, didn’t look cohesive, didn’t tell a story, and I didn’t care. But I didn’t need to care; I wasn’t growing a network. I was just connecting with my friends on this new and exciting platform.
Living in CO, it’s difficult to find someone who doesn’t ADORE Patagonia.The company has a well-known image amongst the outdoor community that not only encapsulates high quality, but also delivers a sense of higher purpose, value driven connections that resonate with their target customer. Patagonia is an exciting brand with a lot of digital content, making it a fun but also challenging company to evaluate. While other brands can struggle with their social media strategy, Patagonia is consistently focused on delivering valuable content, which makes them exceptional.