It’s always worth hearing how a brand-owner approaches marketing in the Internet age. As I sort of touched upon, traditionally many image-driven brands have been very slow to embrace the Internet perhaps for the better as they find the best way to showcase themselves properly and in the right light. When it comes to choosing accounts, the Internet has opened up a massive market bigger than you could ever image, yet how do you go about choosing what accounts to stock 3sixteen?
It’s a decision that Johan and I make together, and we are almost always in agreement from the start regarding any account we consider. It’s interesting how most people think of brands as the ones who choose what stores can have the product, but it’s a symbiotic relationship and should be viewed as such. As a brand you want shops with beautiful buildouts and knowledgeable employees who will do the collection justice; yet, as a store owner, you want a brand that not only designs well-made and thoughtful garments, but one that supports their accounts with proper marketing so that the customer is familiar with the brand. If one party is lacking, product doesn’t sell through as strongly as it should and both parties suffer. Speaking from our end, we usually have a good feeling on whether or not a shop will represent the brand well and do it justice. Even things such as how an email is written and how one’s approach is can clue us in on whether we’re a good fit for each other.
I think that in this day in age, there are these subtleties that really need to be looked upon as a “tell” regarding what sort of person you’re dealing with. I think our relationship is no different, I’ve met you a grand total of three times over the last few years yet I would say we maintain a really good relationship that was developed almost exclusively online. When approaching a relationship online, it seems like you have to modify how you approach your communication methods as all of a sudden things are judged differently and more according to the situation and context at hand. I know we’ve actually spoken little about 3sixteen’s clothing on the whole as I felt that this was something that has been touched upon so often in the past. But I thank you for the opportunity in breaking down what is essentially the “back-end” to 3sixteen as well as its evolution; It’s still something I still stand back and look at with amazement. Before we close things off, any last words or things you want to say?
One last thing I should mention is that I’m really thankful. I’m thankful for the incredible team that I work with, for the great people I’ve met along the way and most of all for the chance to do something I love for a living. It’s been over two years since I quit my day job in corporate America and while there are definitely a new set of stresses that come with being self-employed, I don’t regret the decision at all. It’s still exciting to know that there are people out there who love what we do and what we stand for, and I think I speak for Johan when I say that we’re very grateful for the platform and opportunity we’ve been afforded thus far. We hope to continue to do it justice.
Of Relevance: 3sixteen Website | 3sixteen Twitter | Self Edge Website | Andrew Chen’s Blog | Andrew Chen’s Twitter
