Moss, a heritage menswear brand, successfully transitioned from a discount-heavy model to a premium quality positioning. This episode reveals how they leveraged crisis as a catalyst for change, diversified their product range to counter seasonality, and used storytelling to build deeper customer connections, offering a blueprint for other ecommerce operators to elevate their brand and pricing strategy.
Key takeaways
Stop relying on discounts and strategically shift to a premium pricing model, emphasizing product quality and value.
Utilize storytelling to forge stronger emotional connections with your customers, enhancing brand loyalty and perceived value.
Diversify your product offerings to mitigate seasonality and ensure consistent year-round sales growth.
Embrace challenging periods as opportunities for strategic innovation and adaptation in your business and eCommerce strategies.
Ensure internal teams understand and champion evolving fashion focuses and product quality to drive successful sales online and in-store.
Matt Henton is Head of eCommerce at Moss, the men’s suits and formal fashion brand. Founded in 1851 Moss now sell via their Remarkable eCommerce site, and 110 physical stores around the UK. Hit PLAY to hear: How crisis can be a catalyst for change The importance of product quality Focusing on storytelling to create connections with customers Their shift from discounts to premium pricing Expanding product range to counter seasonality Key timestamps to dive straight in: [04:29] Transitioned from telcos to eCommerce, varied sectors. [09:11] Adapting business strategy to suit 2020 challenges. [10:34] Customers and business addicted to discounts. [14:02] Evolving fashion focus: understanding product, selling internally. [17:11] Diversified product range drives year-round sales growth. [18:35] Listen to Matt’s Top Tips! Full episode notes here: https://ecmp.info/502..This podcast uses the following third-party services for analysis: Spotify Ad Analytics - https://www.spotify.com/us/legal/ad-analytics-privacy-policy/
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Frequently asked about this episode
What does this episode say about brand strategy?
Stop relying on discounts and strategically shift to a premium pricing model, emphasizing product quality and value.
What does this episode say about customer engagement?
Utilize storytelling to forge stronger emotional connections with your customers, enhancing brand loyalty and perceived value.
What does this episode say about ecommerce growth?
Diversify your product offerings to mitigate seasonality and ensure consistent year-round sales growth.
What does this episode say about brand strategy?
Embrace challenging periods as opportunities for strategic innovation and adaptation in your business and eCommerce strategies.
What does this episode say about brand strategy?
Ensure internal teams understand and champion evolving fashion focuses and product quality to drive successful sales online and in-store.
