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Removing The Middleman To Create A Better Product [PSFK NYC 2012]

Removing The Middleman To Create A Better Product [PSFK NYC 2012]
Advertising

Abe Burmeister of online clothing brand Outlier, describes how the internet allowed him to remake the retail model by connecting directly with consumer need.

Nestor Bailly, PSFK
  • 31 march 2012

At the PSFK CONFERENCE NYC 2012 today, our diverse lineup of speakers are sharing valuable insights and ideas about technology, business and creativity.

Abe Burmeister started his company Outlier to solve a personal need. An avid biker, he would wear out and sweat through his clothes on his way to work. He needed a pair of high-performance pants that would look good, so he made one for himself that he wore for a year. Through a fortuitous coffee shop introduction, Abe joined with a neighbor doing a similar thing with shirts, and started Outlier.

Abe outlined his hypothesis for how to start a brand: If you sell something online directly to people, it might work.
A well designed product sells itself. It’s just text and graphics. There are no salesmen on a webpage.
Since the internet is disrupting the way products are designed, designers are now in direct contact with consumers, without traditional marketing & advertising, management & salespeople.
By using the immense reach of the web, Abe was able to start with only and idea, and end up with a company.
For more insights from Abe, check out PSFK’s Need to Know Magazine

Outlier / @Outlier

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