How Can A Stocking Store Open 600 In 2 Years?

Sometimes, the most traditional and stagnant traditional industries are more likely to find innovative breakthroughs and easier to find business opportunities.

LittleMissMatched this case may give us a good inspiration to our traditional industries.

Do you often encounter a mysterious disappearance of socks?

The missing socks are like orphans lying in your closet, underclothes and under the bed. When you find it, another sock may have been thrown away by you.

One day Arielle Eckstut, Jason Dorf, Jonah Straw three good friends together to eat, they chat is the topic of missing socks, they chatted very well, even laugh, suddenly someone said, "if a company sells socks that are not matched, is it crazy?"

The laughter stopped, and they focused their attention on the hands-on business that might be totally disruptive.

Why do socks need to be sold in pairs? It seems that most people have never questioned this established concept.

In this way, the LittleMissMatched, which specializes in the sale of unmatched socks, was born.

Every sock they sell is "independent", and the socks are sold in odd packages, three or seven sets.

Today, LittleMissMatched's product line includes socks, pajamas, books, bedding and furniture, covering all ages, and the products range from $5 to $1200.

When LittleMissMatched2004 was founded, its turnover amounted to $5 million, and in the three years it turned to $25 million.

In the first two years, business was unusually hot, and 600 stores in two years.

Who will sell the wrong socks?

LittleMissMatched started.

It's not all ages.

At first, the mission of the LittleMissMatched team was like this:

1. solve a mysterious problem of missing socks.

2. why are socks so monotonous and more fashionable?

3. let young people express themselves freely through mashup.

4. how long does it take for girls to be girls?

Through the observation and analysis of the users, Jonah locked the core customers in the 8-13 year old girl. The age girl positioned herself between the child and the adult.

Although they think they are mature, they still like to enjoy happiness, and do not care if others treat them as children.

On the market

They are divided into children socks and adult socks, but there is no socks between them.

Either too sexy or too naive, wearing two different styles of socks is not only in line with the characteristics of this age group, but also allows girls to express themselves freely.

The idea itself has the pleasure of self expression.

Usually, parents do not buy too many socks for children at one time, but after the wrong match, the energy of stocking is stimulated, and a total of 134 socks can be produced, which can produce 8911 kinds of collocation.

In this way, the sales of socks on one hand, on the other hand, the natural beauty of little girls is aroused.

LittleMissMatched each sock is designed with a classical pattern.

There are 4 series of stripes, heart shapes, flowers or waves: "traditional series", "amazing series", "avant-garde series" and "humor series".

The designer chooses the classic collocation on the color and pattern, so the overall effect is not bad, but the match is harmonious, and when it will wear, it will not be out of date.

In addition, each sock has a special number, such as "amazing 4" or "avant-garde 25", which is easy to collect socks, just like collecting baseball cards and McDonald's toys, prompting people to buy more and buy more.

If you combine a whole set of 134 socks, you can produce 8911 kinds of collocation.

Imagine the following scenario - enough for a person to wear for 24 consecutive years, with no repetition every day, and for 67 consecutive days without washing socks.

When socks came out, they not only became popular with American girls, but also welcomed by women of all ages. Some grandmothers bought socks for their granddaughters, but later bought them for themselves.

Moreover, they found that the largest stockings on children's shelves were soon sold out, "because all women have" girl complex ", and they want to be a little girl again, especially with their daughters and granddaughters.

At a forum, the host asked the audience: what is the most innovative product in your eyes, and 90% of the audience is iPhone.

But Jonah's answer is convenience stickers.

Why? Because it is so simple and very useful. It has become an indispensable gadget on the American desk. It has created a new category... Before there are cards, pins, etc. now we have post stickers.