beauty call

Focus is one of the things we are always talking to our clients about. Too many times we find brands or retailers trying to appeal to too many people and thereby trying too many different things that just end up confusing themselves and their consumers. But having a focus – knowing what you stand for and who your target is – helps guide and check everything you do, resulting in a clear point of view.

Take Bonobos. Bonobos is an online-only, men’s brand that sells “awesome fitting trousers.”  Last fall, as the recession hit the retail sector, Bonobos’ sales increased every month.

NY Mag called Bonobos the “Best Men’s Pants of 2009.”
NY Times called it “a new angle on trousers.”
The Today Show said it’s “shaking things up in the world of men’s apparel.”

Pretty big praise for a 3-year-old company. Founder Brian Spaly was just another guy at Stanford Business School who had problems finding pants that fit and didn’t want to spend $300 on a pair of designer pants. So he began altering his baggy pants on his girlfriend’s sewing machine to fit better. He made and sold a few pair to friends, saw potential and in 2007, took the company online.

Bonobos’ main focus is “awesome fitting trousers” that fit a man’s legs and rear more like jeans do, thanks to a signature curved waistband. They are handmade in NYC and, because they sell directly online, customers don’t have to pay the industry standard 120% markup. In essence, they’re offering pants for $140 that higher-end designers sell for over $300.

Their sub-focus is great customer service for men who hate to shop. Men hate to shop. It’s just a reality. So Bonobos set out to make it the easiest experience. If you’re iffy about sizing, they allow you to order pairs in 2 sizes and the mail the ill-fitting pair back using a prepaid shipping label. Returns on trousers are accepted at any time even if they’ve been washed or altered, no questions asked. And, there’s a “Band of Brothers” discount that is offered to public school teachers, firemen, nurses or those in other public service professions.

There have been many requests for them to branch out into women’s or other areas, but the guys are determined to focus on men’s for now, to make it the best they can make it.

Now that’s focus.