The CEO of True Classic described their model consumer: A man who wants his clothes to look good, without breaking the bank, and is a little overweight. That last bit hit me hard. It seemed a bit rough, like a rude assessment of their loyal customers. However, now I’m really hearing it. They aren’t being rude; they are being specific.
True classic tees are designed to fit men in a way that helps them highlight their favorite parts of their body while hiding the parts they may be self-conscious about. The shirts are designed with a tighter fit through the shoulder and chest but more room through the midsection. The brand made a specific design to solve for a specific problem: hiding a belly without hiding behind baggy clothes. If they hadn’t considered specifically those men who are carrying additional unwanted body fat, their designs would be generic and not solved for that need. And True Classic certainly wouldn’t be growing as fast as they are as a brand.
For me, this highlights that all important marketing tactic of getting to know your customer. Your customers have problems that you can solve for. It is up to you to figure out what that is and design your product to meet that need. To do that you need to take the time to nail down your customer segment. Take the time to come up with an example customer you can help. Get down to the details of what is going on in their lives and the problems that they face.
If you want to read more content like this, here are some more you might like:
And here are my most recent posts:
Who are your customers? What are their problems? And how are you going to be their next solution?
A Wren Says 
Leave a comment