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Commuter Clothing Expert: How to Reinvent Marketing to Make It Work for You [PSFK 2014]

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In this video, the founder of Outlier spoke at the PSFK Conference about using transparent communication for successful brand strategy

Kiran Aditham
  • 2 september 2014

Founder of Outlier Tailor Performance Clothing, Abe Burmeister, spoke at PSFK CONFERENCE 2014 about how he learned that clear communication both within and outside of his company could create a successful marketing strategy.

When Burmeister first formulated the idea for Outlier about five years ago, he developed a theory that a well-designed product will sell itself. But quickly into his rookie years as a clothing designer, he realized he was wrong, that marketing is essential for any business. At the same time, Burmeister saw a split definition in what clothing designers recognized as a quality product; there are some who pushed ‘cheap,’ and others who chased ‘luxury’ as the most important elements of marketing.

Burmeister says this split definition led to his initial confusion about what kind of marketing he should be doing for his company. In an effort to create awareness about a new product, Outlier sent an email to costumers. One of his friends commented that he liked the new marketing approach. Burmeister said he was surprised; he was unaware that his service email had constituted marketing. Burmeister’s friend then explained marketing to be “telling a story for a commercial purpose.”

The marketing stories that impressed Burmeister were those that clearly presented an idea to consumers instead of burying the main objective deep within ad messaging. To Burmeister, transparency best contributes to a company’s success by selling its mission and product. By narrowing the definition of his company’s purpose, he has achieved his goal for effective marketing.

“By limiting the scope, I figured I’d limit the risk, in a way,” he says.

OUTLIER // @abe1x

PSFK CONFERENCE 2014

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