Ettitude's founder, Phoebe Yu, shares her journey of building a sustainable bedding brand from scratch. This episode highlights the meticulous product development process, the importance of listening to customer feedback for D2C brands, and the strategic decision to leverage Shopify Plus for international expansion, specifically managing country-specific product variations and marketing funnels for different markets.
Key takeaways
Invest heavily in R&D and prototyping to refine product quality and durability, even if it takes years.
Actively solicit and integrate customer feedback into your product development cycle; D2C models shorten this loop.
Utilize social media (Facebook, Instagram) for open communication channels with customers and to foster word-of-mouth growth.
For international expansion, consider a platform like Shopify Plus that supports multiple storefronts to localize product offerings (e.g., bedding sizes) and marketing efforts.
Tailor marketing funnels and messaging specifically for each international market, even for countries that share a common language, to address local nuances.
Phoebe Yu is the founder and CEO of Ettitude, a sustainable bedding brand that’s helping customers get a better night’s sleep. Phoebe has a background in home textiles for over 15 years, but when she moved to Australia she was re-educated on sustainability and climate change, and she started to realize the old products she was sourcing were not sustainable. She decided to start her own brand where all of the products are healthy, highly functional, and also sustainable. To learn more, visit: http://honestecommerce.co Resources: Learn more at: ettitude.com Use coupon code “ELECTRICEYE” for 15% off your order! Start a Simplr free trial: simplr.ai/honest
Invest heavily in R&D and prototyping to refine product quality and durability, even if it takes years.
What does this episode say about product & merchandising?
Actively solicit and integrate customer feedback into your product development cycle; D2C models shorten this loop.
What does this episode say about shopify & ecommerce platforms?
Utilize social media (Facebook, Instagram) for open communication channels with customers and to foster word-of-mouth growth.
What does this episode say about brand & content?
For international expansion, consider a platform like Shopify Plus that supports multiple storefronts to localize product offerings (e.g., bedding sizes) and marketing efforts.
What does this episode say about dtc strategy?
Tailor marketing funnels and messaging specifically for each international market, even for countries that share a common language, to address local nuances.
